Press release BoxID: 159178 (Wipak Walsrode GmbH & Co. KG)
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  • 29699 Bomlitz
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  • Astrid Reinke
  • +49 (5161) 44-2047

“Innovation-focused freethinkers”

Packaging competition

(PresseBox) (Walsrode/Germany, ) Ham packaging from a new angle, improving the orderliness of the refrigerator contents, multi-compartment flowpacks for ready meals, cockles & mussels in blister packs - students at the Berlin University of Applied Sciences have let their imagination run wild on the subject of what packaging might look like in the future. Invited by Wipak to take part in a design competition, the would-be designers will be displaying their creations at the Interpack exhibition.

The sketches and dummy/mock-up packs resemble the concept studies of car manufacturers that fascinate visitors to the renowned car salons year upon year. The fact that such models may never actually go into serial production is not so important. The main thing is that they arouse attention and give food for thought and discussions, stimulating a continuing interest in tomorrow s automotive world. It is much the same with packaging solutions which aim to appeal to consumers at the point of sale. "Here, too, many of the packs never make it to the retail shelf," says Adolf Ahrens, head of the Pack Design section at Wipak. "However, innovative concepts create scope for reviewing conventional and classical solutions."

This prompted Wipak to initiate a design competition in the autumn of last year. As its partner in this undertaking, Wipak selected the Berlin University of Applied Sciences (Fachhochschule für Technik und Wirtschaft). The communication design students were able to approach all aspects of packaging via lectures, on the computer or at workshops organized by Wipak and ultimately to put their ideas into practice.

"Students are freethinkers in terms of innovation, because they do not centre their attention primarily on what is technically feasible," says Ahrens. "They approach the task impartially and without any preconceptions, and their considerations as to the pack s appearance and performance include aesthetic, ecological and functional aspects. By setting up this competition we wanted to stimulate and liberate this valuable creative potential."

The outcome is a number of unconventional and highly original packaging ideas. Flowpacks for seafood, multiple trays for cheese and processed meat products, reclosable balls for packaging balls of mozzarella cheese, and portionable butterscotch candies are all examples of the creative range and, according to the jury, evidence of the fact that food shopping and eating will in future be seen even more as a pleasurable experience.

The pack mock-ups or dummies will be on display at Wipak s exhibition Stand A 22 in Hall 10. The students will take it in turns to attend the display, and they are very keen to explain their ideas and to discuss them with packaging experts.