An investigation of creativity. New York, May 16 -19, 2011 Milk Studios, 450 W. 15th Street, NYC

iggesund.com Think Schedule Monday, May 16, 2011 – Launch premier and gala reception Open house from 5 – 10 pm Inside Tuesday, May 17, 2011 The Box Open house from 10 am – 8 pm

Wednesday, May 18, 2011 Open house from 10 am – 8 pm

Thursday, May 19, 2011 Open house from 10 am – 3 pm

Iggesund Paperboard

Normally designers are called upon to think outside the box. What would happen if you Iggesund Paperboard is a member of the Holmen Group and is Europe’s leading manufacturer asked of the world’s pre-eminent designers to do the opposite – to summon all their crea- of high quality virgin fibre paperboard for use in the packaging and graphics sectors. The tive inspiration and think inside the box? Iggesund did, with amazing results. These works company is the owner of Invercote and Incada, two of the leading paperboard brands on the were all inspired by the same brief but the outcomes could not be more different. market. Iggesund’s production and marketing are aimed at one thing: to supply customers with the best possible conditions for protecting their products and communicating their ideas, Experience the creative energy of four world renowned design luminaries, van Herrtum brands and brand values, with the help of premium paperboard. This is achieved by continu- Design, Landor Associates, Ada Brunazzi and Marc Benhamou. ally developing products and service in close cooperation with customers. Impressions from Paris & London The Designers Marc Benhamou 360° Creative, New York

What is Beauty?

How to determine what is at the core of something as elusive as this? I have worked for many years in the beauty industry and this is a question that has been puzzling me over and over again. It is not a trend, it is eternal, but it escapes as soon as you think you have caught onto it. You cannot touch it but it is there. Or if you touch it, it is very personal ... . An image thinker visionnaire: Marc Benhamou was born and raised in Paris, where he earned I have seen it and yet it is so hard to describe. It is something to strive for, but sometimes it is a Master of Arts from the Ecole Nationale Supérieure des Arts Appliqués et des Métiers just given to you. It is inside everyone and everywhere and waits to be discovered. So I set d’art. He currently lives and works in New York, pursuing his career as a creative director out to show the world my vision of beauty, inside the Black Box, to be magically revealed to and brand strategist. many. From his first job at Vogue, where his innovative work earned him many awards, to his posi- tion as Senior Vice President, Global Creative Director for some of the most prestigious Art has the power to change life and beauty is its fortune. With these thoughts, the tarot game cosmetics brands, such as Estée Lauder, Lancôme, and numerous other designers’ licenses, came into my mind. My focus was the “Major Arcana”, the first 22 cards in the deck of the Marc has devoted his talent to beauty with great respect for the global luxury industry and Tarot, which has another 56 cards of the Minor Arcana. its consumers. “I am an artist who has an unique blend of creativity and worldwide business The images of the cards are extremely powerful and complex. Each of them shows a major experience.” Marc has been responsible for many highly successful product launches scene of the epic journey of a human being through life, in the pursuit of happiness and beauty, throughout his more than fifteen-year career as an executive. A well-respected team player, love, temptation and redemption. Marc has developed a network of the best and most esteemed talents in the industry. His broad-based background encompasses all facets of creative including advertising, digital Exploring and interpreting the themes of the “Major Arcana” together with photographer Philippe media, product development, packaging, and merchandising; he is always searching for Salomon and the whole team has been a creative endeavour. Where did we finally end, or is new interactions through is new venture: Creative 360º. this a beginning? See for yourself ... and draw your cards of fortune and beauty ... . “The tarot cards are the perfect platform to create a connection between art, magic and beauty”

“The shoot was extremely well prepared to preserve editorial freedom. The challenge was to create so many different looks on a very tight schedule. Team effort was essential and the energy was there. Of course nothing never goes to plan ... including a major snow storm, a computer shut down as we are shooting ... . Death and many other surprises ... . Sometimes a little accident during a shoot create the right attitude and image. It is all about the moment ... to be present. A big thank to our model Mallory June for her infinite patience on many beauty closeup and ability to get into the character of each card.”

“I was very fortunate to work with photographer Philippe Salomon and an incredible team of talents; Brigitte Reiss-Andersen for make up, Wendy Iles for hair, Christine de Lassus for styling, and a great production /casting directed by Maddox for CA1 CA2 Cornelia Adams.” “At the minute I discovered the black Viiii X Xi Xii box project, I knew it will be a tarot deck raising – like by magic – from the box as you open it. I knew also that the quality of reproduction was going to be incredible using the most amazing expertise in paper and printing. What a sensual pleasure to play with cards ... .”

The herMiT The·Wheel·oF·ForTune sTrengTh The·hanged·Man

i Xiii Xiiii XV XVi

* The Major arcana

The·Fool The·Magician TeMPerance The·deVil The·ToWer

ii iii iiii XVii XViii XViiii

The·high·PriesTess The·eMPress The·eMPeror The sTar The·Moon The sun

V Vi Vii Viii XX XXi

“This project is dedicated to the world of beauty and fashion · The·hieroPhanT The·loVers The charioT· jusTice judgeMenT The World and was under its deepest influence.” The Ada Brunazzi Designers Marketing Manager 1995 Ada & Andrea Brunazzi – The Fragrance of Italy Degree in Modern Literature, Università degli Studi, Turin. Brunazzi&Associati, Torino, Italy 1998 IAA degree in Marketing Communication, Università Cattolica, Milan From 2000 journalist and copywriter.

2002 Advertising professional TP and regional coordinator of the National Association of Pubblicitari Professionisti TP.

2003/2004 Account manager at SiebertHead of London. Lecturer at Università Cattolica, Milan and Istituto Europeo di Design of Turin.

2007 Professional photographer and photo editor. Many graphic and photographic publications and awards in international and national competitions. New business manager, account and media coordinator in corporate communication programmes at Brunazzi&Associati.

Andrea Brunazzi Creative Director

1992 Degree in Architecture at Politecnico di Torino. After some experience in advertising, Andrea became designer and later project leader at Established in 1985 on the initiative of Giovanni Brunazzi, one of Italy’s pioneers in corporate SiebertHead, London. Specialised designer in communication projects, packaging, graphic and communications and corporate image, Brunazzi&Associati provides highly professional architectural design. and exclusive services in the integrated communications and image strategy fields, with the addition of a specialisation in corporate identity, editorial and web design and packaging. 1999 Over the years Brunazzi&Associati has become one of the most creative and innovative Lecturer at university schools; at present is Lecturer in Design at Università Cattolica, agencies in the Italian market. Milan, and in Packaging at Politecnico di Torino.

The company is also the Italian partner of Ideal, an international network which unites some 2003 of the most important independent agencies working on a global scale with partners in Journalist, editor in chief of Il Registro the official magazine of Registro Fiat Italiano. Europe, the US and Canada in the fields of design, corporate identity, packaging and global Many graphic and architectural publications and awards in international and national communications. competition. Creative director at Brunazzi&Associati. How many things can be done with paperboard? Not only printed matter, but really useful items as well, says Ada Brunazzi. Her project is a “play” on a typical Italian dish: pasta with tomato sauce. Inside the pack are homemade “fusili” (a typical pasta shape), the tomato sauce (dried) and a colander for draining, made from Iggesund’s Invercote Bio paperboard. Just cook the pasta, drain it in the colander and add the sauce: Enjoy Italy

The Fragrance

The fragrance of Italy, its land, its flowers, the very different environments making up its territory, the bright, warm, dark, dazzling colours, the sinuous, hard, soft forms of its landscapes. Its culinary culture, based on infinite ways of cooking, which differ from one town to another, steeped in the spirit of the place, the suggestions imparted by the surrounding land, by an environ- ment that is harsh and gentle at the same time depending on light and temperature. Each dish is a surprise for the eyes, nose and palate.

The Pasta

Pasta, the foremost dish of the Italian culinary culture, is a staple food in the Italian diet. We could define a plate of pasta as a synthesis of the Italian landscape: it is cooked in a sea of salt water and when drained and put on a plate it forms a pale mountain, covered with sauce (sauces pre- pared in a thousand different ways). The whole releases a fragrance without equal. Every Italian can recognise the scent of pasta as it floats in its boiling sea. Every child is overjoyed at the idea of a nice dish of pasta.

The Packaging

The packaging pasta strainer is the link between the territory and the culinary culture. The paper pasta strainer is the element of design that each of was secretly yearning to be able to take along on a voyage in a sailboat, on a mountaineering expedition or simply take home.

Jason Little The Creative Director, Landor Associates, Paris Jason is the Creative Director of Landor Associates, Paris and prior to his recent return to Europe he served as creative director for three years in the Sydney office. His diverse yet fresh ap- Designers proach to ideas-driven design gives him the responsibility for driving and maintaining the overall creative vision of the studio.

Landor – Virtually real Adding to his already over-busy schedule, Jason regularly lectures, writes on design and brand- Landor: Creating Brands that transform business ing-related subjects and is currently the foreign correspondent for Desktop magazine. His work has consistently received numerous awards and accolades. Jason holds a BA in architec- ture from Edinburgh College of Art in the United Kingdom.

ROB EVERS Senior Design Director, Landor Associates, Paris

With his Dutch background and experience in the international design environment, both on the client side (NIKE Europe) and with agencies, Rob has contributed to the multicultural spirit of the Landor Paris office. In his 7 years as Design Director at Landor, Rob has worked on both BI and CI accounts such as Mövenpick Ice Cream, Pernod Ricard (Havana Club), Monte-Carlo SBM, Procter & Gamble Beauty Care, Nestlé, Decathlon and Philip Morris. Before joining Landor, Rob was employed by Brand Company, a design satellite of global advertising company TBWA, where he worked on accounts such as Orange, SNCF (French National Railways), France Télévision and Wagons-Lits and as creative lead for the Nissan Europe account for almost two years, in charge of creative support for Paris-Dakar and two concept car projects, one being the Nissan Qashqai.

MAUREEN BARONI Production Director

In her 7 years at Landor, Maureen Baroni has been in charge of the Production department, and responsible for realisation and implementation of the projects from the Landor Paris agency. Her expertise in both packaging development and printing enable Landor Paris’ creative projects Maureen Baroni, Stephane Quezel, Jason Little, Rob Evers and their team at Landor, Paris, to come to life in beautiful high quality productions. France, turn today’s world upside down. Instead of moving the real world into a virtual representation, as is happening everywhere in this digitised world, they are moving pixels back into the real world. STEPHANE QUEZEL 3D and Mock-up Artist Landor has 20 offices in 15 countries and is therefore a truly global agency. Around the world they serve their clients using their special strategy, which is the opposite of what has been Stephane Quezel has worked at Landor for over 18 years. He has the unique talent to develop common. It used to be: Build products first, build brands later. The Landor strategy is: Start any kind of structures out of cardboard and other materials, and has been doing this for key with your brand promise. Lead with it. Turn your brand into the driver of your business, not clients such as Kraft, Philip Morris, Kempinski and Lu. Stephane also designs unique objects for just another way of packaging it. For their clients, this change has had a profound impact: specific needs or events and is therefore involved in almost every client and creative competi- winning customers, unifying companies and transcending categories. tion at Landor Paris. The Idea

They came up with a challenge to their designers by supplying them with a base of 4,900 physical Invercote pixel cubes of 4x4 cm each. These pixels, made out of two parts that are inserted into each other, provide in total 8 sides and therefore 8 colours/surfaces to work with.

An international team of Landor designers had to come up with artworks of almost 3 x 3 m (based on a grid of 70x70 “pixels”) made out of these cubes. The aim was to create designs that are not only beautiful to see but also play with 3D sensory perception as well as tactile effects provided by surface structures. In other words, adding a unique emotional value a computer cannot: making these designs more than simply pixelated images.

A total of 16 designs was selected, of which 4 have actually been created in real life: “Me, me, me” “Ceci n’est certainement pas une pomme” by Jason Little, Creative Director, Paris by Joao Peres, Designer, Sydney

The idea for this artwork came from the old passport photo booths, which gave you 4 pictures Based on Magritte’s “Ceci n’est pas une pomme”, this frame is a representation of an apple. to play with. Expressive, varied, an experience that was fun. Nowadays you have digital booths Built of pixels it has an extra dimension through the use of varnish and a repetitive phrase which give the same precise, boring pictures with strange digital quality colours. on many of the white cubes, executed in hologram.

“Pixelicious” “The one-eyed man” by Catherine van der Werff, Paris by Rob Evers, Design Director, Paris

As we evolve from paper to pixel we sacrifice the sensory pleasure of touch, but what about “In the land of the blind, the one-eyed man is king” (Desiderius Erasmus). Shimmering crisp taste? This piece represents a plate of meat and three veggies and is constructed by white and bright yellow lines create a blinding sensation, revealing an eye embedded in the stacking pixels on 3 levels (table, plate and food) to reveal an artwork in three dimensions. colours. On this yellow/white field, the iconic phrase is varnished in transparency, only visible to those who see this piece from the right angle and in the right light. And when you touch the pixels you can discover subtle embossing creating giant characters in Braille. The Designers Van Heertum Design / VHD – Everything Dutch Frans van Heertum VHD – Design Plus Creative Director, VHD

After finishing a technical education, Frans started out as a technical illustrator. In 1971 he started his own technical drawing agency, specialising in exploded views, ghost views and airbrush. To develop, in addition to running the business he took many evening courses, such as the Graphic MTS, Design Academy and the Photography school. At the end of the 70s/beginning of the 80s he turned the company around into a full-service advertising agency with a staff of 20 people. In the 90s the focus became more and more on the understanding of production processes and how you can get the most out of them and include this into design projects. From this, a complete innovation network was built, consist- ing of leading companies which supply materials for packaging. At the start of the new millennium and together with Rob van Heertum entering the company, the strategic decision was made to completely focus on design. That was the birth of Van Heertum Design VHD as it is known around the world today.

Drs. Ing. Rob van Heertum Account Director, VHD

After getting a degree in technical business, Rob went on to get his Masters in International Business at Nyenrode Business University, the Netherlands, specialising in General Manage- ment and Marketing. Van Heertum Design VHD, Tillburg, NL, has been impressing clients and colleagues all over Starting his career as an international sales manager in the technological industry, he was re- the world since 1971 with packaging designs that leave a lasting impression. The method sponsible for sales in the northern and eastern European countries: the UK, Ireland, Norway, they use at VHD is called Design Plus. They take and respect all of the boundaries there Sweden, Finland, Denmark, Poland, the Czech Republic, Hungary and Austria. He led a team are in a design project: the client, the product, the brand message and the target group, of agents serving these countries and was responsible for global clients like Nokia and Erics- but also the limits of the technical possibilities in production, that are often not taken into son. account when designing. Van Heertum Design is frequently asked to manage international After 3 years he took the step to Van Heertum Design VHD, where he became responsible for innovation projects to optimise revealing production processes. The knowledge gained from the international expansion of the agency. Ten years later, VHD is now one of the biggest these troubleshooting journeys is firmly engrained within the whole Van Heertum Design design agencies in the Netherlands and serves many global clients. Their work, consisting of agency, resulting in a very special project handling process. The VHD Black Box consists packaging, brand and corporate design, can be seen in over 60 countries and is up to the of two parts: a centrepiece box that is their ‘Art Gallery’ and a 3D element. highest standards within the industry today. The 3D artwork The Art Gallery

VHD had already made the decision to introduce a new corporate identity, and decided to To present their way of working, VHD decided to take a product that was designed by them in make that part of this project. The international design teams, under the management of the recent past as a starting point and source of inspiration. Then a VHD designer used this Frans van Heertum, Creative Director, and Annemarie de Brouwer, Art Director, looked into product and brand and created a mood board, after which boundaries were added. The next what it takes to be Dutch, down to the smallest detail. The colour used is orange, a choice step was taking another VHD designer who had to make a piece of art inspired by the mood is based on the fact that the core of VHD is Dutch, and the international team of designers is board. This process was repeated with other designers of the team, resulting into 19 art pieces, formed around this core. The box holding the artworks is produced in this corporate orange, of which 12 were selected to be put into production. For this project VHD contacted several as well as the artwork that is in the upper part. This artwork is an enlarged 3D view of a small companies within their network in the packaging production industry to have them participate. part of the pattern that is part of the new corporate identity design. The pattern symbolises After the final selection of the 12 art pieces the different printing techniques and effects were the surfaces that VHD works with every day and it also shows the connection between his- chosen together with the participating companies. VHD feel that using all available technical torical/classic and new/modern. The 3D element represents one of VHD’s disciplines: 3D know-how and looking at the project from a supplier’s point of view gets an optimal result. design, first creating 2D visuals and recreating them into 3D. The element is produced using a This is an important step in the process, because the selection of a certain technique or method modern laser technique. can directly influence the choice of another discipline. Twelve pieces of art are placed into a box that is put in the centre of the Black Box and also functions as a lock for closing the Black Box. In the upper part of the box is a 3D element. Paris London New York Hamburg

Think inside the box. Normally designers are called upon to think outside the box. What would happen if you asked the world’s most pre-eminent designers to do the opposite – to summon all their creative inspiration and think inside the box? We did!

Visit iggesund.com/blackbox to see more …

Iggesund Paperboard, SE-82580 Iggesund, Sweden, + 46 650 28000