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.