Over 80 people wanted to know more about how packaging can be linked more closely to the consumer

There was a great deal of interest in Packbridge Live (formerly known as Packbridge after 3) at Media Evolution Centre, in Malmö, on 17 November. The theme was ‘How can the packaging industry connect with consumers?’, and 80 people saw presentations by three interesting and knowledgeable speakers. These were Richard Evans from Stora Enso Packaging, Peter Hakestam from the design agency Zenit and Jonas Lundin, who is a creative consultant. There was a great deal of energy in the room, with many interesting questions being put to the speakers.

Richard based his presentation on a survey about packaging and e-commerce, “The future of e-commerce”, which Stora Enso had undertaken. The survey looks at how to give consumers the same experience online that they have in a physical store. A large number of consumer experiences are now in the home. It is therefore important that the packaging works from all viewpoints. A plain brown box is not recommended!

Peter Hakestam is a designer at the design agency Zenit, which among many other things also works with packaging design. He spoke on the theme “From container to experience” and pointed to the importance of design in the packaging process.

Jonas Lundin is a creative consultant, and he gave us a more theoretical view of social and cultural trends and drivers, with one of the key messages being the importance of working together and meeting in person. Jonas says that it’s time to stop working in vertical silos. He discussed everything from macro to micro trends.

If you didn’t attend the event and think that it looks interesting (which it was) then members can watch the event on PackbridgeTV as usual. Grab a cup of coffee and sit down at the computer!

See our video which summarises the day