2012 Winners & Shortlists

The Brief

6:05® at depechemode was a creative business solution that we developed as an alternative to an ad campaign to help our client DEPECHMODE- a high-end fashion boutique-that was losing touch with its loyal clientele,even though it was successfully expanding. We needed to create the packaging design for 6:05®,an experiential space that comes to life every day at 6:05 sharp,and that offers an ever-changing line of products in an array of shapes and sizes. The packaging design also needed to appeal to the client’s A-list clientele,as well as a wider well-traveled audience that is always looking for new and personalized experiences.

Creative Execution

In this ever growing fashion-hub and A-list destination that is Downtown Beirut, 6:05® is a space dedicated to offering hard-to-find and ever-changing fashion, music and art. The first prototype of its kind, this machine we invented proved capable of turning any material into size-adapted and consumer-customized bags or gift packs. The INSTABAG Station transforms packaging into an experience in itself within this experiential space that also offers constant activations and cultural interventions to its audience every day in the form of Happy Hours of another kind.

Describe the creative solution to the brief/objective.

6:05® is concept focused on experience and engagement, it was impossible to use typical packaging systems and bags: 1- Pre-producing such a wide range of bag sizes was not financially feasible. 2- It would dramatically increase the space's carbon footprint. 3- It would not align with 6:05®’s experiential aspect. A Simple yet innovative packaging solution was invented specially for 6:05®: The Instabag station.

Results

The Instabag attracted much attention from visitors, due to its extremely industrial look, and simple yet innovative function, making curiosity and excitement a part of every purchase, and consumers part of the creation process. It allowed for clientele to walk out of 6:05®, each with a different and fully customized package, extending its life-cycle into a ‘unique’ and casually re-usable item. It also saved thousands of dollars worth of packaging production. And most importantly, it avoided paper waste almost completely, playing a major role in substantially reducing 6:05®’s carbon footprint.