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PIDA: Packaging for all senses

You can’t put creativity in a box – but what does this mean when creating a package? This year’s PIDA – Packaging Impact Design Award – will take you into an era of expressive, unexpected, and provocative packaging concepts that will challenge all your senses. Get inspired by the work of the packaging designers of tomorrow! It’s brave, it’s bold, it’s beautiful!

BillerudKorsnäs’ prestigious competition – Packaging Impact Design Award – is coming up in May and June. Every year hundreds of design students participate in the challenge and this year the assignment is to create a packaging concept that awakens our senses. The goal with our annual competition is to put young talents and their ideas in the spotlight – and also to power the progression of packaging design as a whole.

“PIDA offers a win-win situation for students as well as for the audience. For example, PIDA offers a unique opportunity for the participating students to build themselves a network within the packaging industry – while the audience gets to enjoy an enlightening and entertaining event filled with creativity, innovation, and youthful curiosity” says Anders Gathu, Marketing Manager Cartonboard BillerudKorsnäs.

This year’s competition is carried out in a new and modern digital format, widening the doors for a larger audience to be part of the exciting events.

This year’s event is the 16th event since the start of the competition back in 2005 and the competition has engaged thousands of students throughout the years. This year we are not only developing the competition into a modern, digital event, but we are also expanding geographically by including design schools in the USA in the competition. During May and June, BillerudKorsnäs will stage the competition in five different countries; the USA, Sweden, the UK, France, and Germany.

“When we launched PIDA, we wanted to challenge the conventions of the industry and drive the development of packaging design forward. Which is why we chose to highlight young new talents and their ideas. Our hope being that their creativity and smart solutions would contribute with inspiration and new thinking for the whole industry,” says Lena Dahlberg, Manager Application Development Paperboard at BillerudKorsnäs.

This year’s brief – a trend on YouTube

“The brief this year is Awaken the Senses, which encourages the students to create a sustainable, innovative, and functional packaging concept that stands out compared to the conventional applications that we find in stores today. The packaging has to be made of BillerudKorsnäs cartonboard and needs to engage our senses. It can be about making an impression through smell, sound, or tactile experience,” says Lena Dahlberg.

“Awaken the senses“ is a big trend on YouTube. Unboxing videos where consumers unpack a new purchase while smelling, touching, rustling, and studying every little graphical detail, is a frequently seen phenomenon in social media.

“Packaging that can communicate with our sensory system is a trend on the increase. In the future, we can expect packaging concepts with sound effects, visual illusions and augmented reality.” says Anders Gathu, Marketing Manager Cartonboard at BillerudKorsnäs.

The upcoming PIDA events will be full of creativity, innovation, and youthful curiosity. This is where we meet the packaging designers of tomorrow, who challenge the conventional, and truly awaken the senses.

Read more about PIDA and register for the upcoming digital events below.

Register for the events

Meet the packaging designers of tomorrow

Read more about PIDA and register for the upcoming digital events here: