Interactive design, spaceships and smart packaging concepts involving QR codes, NFC and solar panels. This year’s PIDA lavished creative solutions and innovations. In total, 154 students from France, Germany and Sweden participated in the competition. The events also attracted many industry professionals who came for networking, mingling and inspiration.
Packaging isn’t just packaging anymore. It is rapidly becoming a more and more advanced platform for consumer interaction. Demands are growing. The pack must protect a product, sell a brand, provide consumer information, run smoothly through a logistics chain, and be designed for easy reuse, recycling and recovery. With the age of digitalisation, expectations on the communication and interaction abilities of packaging are growing – which is an interesting field to explore. What is important to communicate? To what purpose? And what interaction brings value to consumers?
– With PIDA, we want to spur creativity and stimulate interest in the future of packaging design. We also want to highlight new, young talents and bring them together with industry operators. The competition is thus an important investment in the development of the industry, says Christophe Delrive, Business Development Director EUM Cartonboard, BillerudKorsnäs.
“PIDA has become an institution, and a tradition. It’s an arena where young talents meet experienced professionals. This is where the future of packaging design takes shape. ”
Jörg Storneke, Business Development Director EUM Cartonboard, BillerudKorsnäs.
Packaging that communicates
Every year, the participants are facing a new challenge based on current trends and a growing need for better packaging. Today, with the “Internet of Things” and constant connectivity, BillerudKorsnäs chose Electronic Connection as the theme for the PIDA 2016 brief.
– New technology enables packaging to communicate with smartphones and tablets, which offers new ways for the consumer to interact with packages and brands. The task for PIDA 2016 was therefore to invite the contestants to create smart, futuristic and technically innovative solutions within the electronics segment, says Elin Li, Business Development Director på Cartonboard BillerudKorsnäs.
Interactive packaging design won PIDA Sweden
The PIDA Sweden event, held at DN-skrapan, was visited by a great number of industry professionals and representatives of the media. Kinna Andersson, Viktor Andersson and Josefine Johansson won the competition with a technically creative packaging design for an oven thermometer. Their packaging concept was based on heat-sensitive ink and communication with an app that displays the temperature and other data.
– The quality of this year’s PIDA entries was consistently high. A clear trend is how strongly the new generation of packaging designers rely on cloud/app connection via smartphones, says Bo Wallteg, the jury’s chairman.