2012 Winners & Shortlists

THE INSTABAG MACHINE

Bronze
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BrandDEPECHEMODE
Product/Service6:05
EntrantJWT Beirut, LEBANON
CategoryPackaging
Entrant Company:JWT Beirut, LEBANON
Design/Advertising Agency:JWT Beirut, LEBANON

Brief Explanation

6:05® being an experiential space, the challenge was to create a packaging design that would align with its concept based on experience and engagement. With ever-changing products in an array of shapes and sizes (clothing to gadgets, furniture, books, food, cosmetics…etc.) on offer, the packaging design also needed to easily adapt to the space’s diverse offerings.

The Brief

We needed to create the packaging design for 6:05® at depechemode, an experiential space that comes to life every day at 6:05 sharp. 6:05® was a long-term creative business solution that we developed as an alternative to an ad campaign to help our client DEPECHMODE- a high-end fashion boutique – reconnect with its loyal clientele.

How the final design was conceived

Bearing in mind that 6:05®’s concept is focused on experience and engagement, the typical 3-sized bags system was out of the question: 1- Pre-producing such a wide range of sizes was not financially feasible. 2- It would dramatically increase the space's carbon footprint. We came up with a radical and innovative packaging solution, tailor-made for 6:05®. We invented: the INSTABAG Station. A piece of low-tech engineering, that became the first prototype of a machine that proved capable of instantly turning any material into a bag or gift package of all sizes, on-the-spot.

Indication of how successful the outcome was in the market

By allowing versatile adaptation and personal customization, the INSTABAG stayed true to 6:05®’s concept, and transformed packaging into an experience in itself. This simple solution also saved thousands of dollars worth of bag and packaging production. And more importantly, by allowing staff in the space to easily adjust its stitching-width, 6:05® was able to avoid paper waste and substantially reduce its carbon footprint.