Smurfit Kappa sees the future of packaging in 3D

By Jenny Eagle contact

- Last updated on GMT

The 3D Store Visualizer.
The 3D Store Visualizer.

Related tags: Retailing

Smurfit Kappa has released a 3D Store Visualizer to manufacturers to test their packaging before it goes on sale.

The technology can access thousands of interchangeable scenarios, shelf imagery, pictures, movies and live demos of segment brands and customer specific packaging options, which are projected onto a 4.5 by 2.5 metre screen.

Tony Smurfit, COO, Smurfit Kappa, said the 3D tool gives clients the opportunity to challenge assumptions, eliminate bias and verify effectiveness before they sign off the first proof.

Realistic environment

This technology will be used to execute shopper behaviour research, the outcome of which will be translated into guidelines and insights in the area of retail ready packaging​,” he said.

“This virtual store will also allow Smurfit Kappa’s customers to experiment with packaging in a realistic retail environment, and the technology’s flexibility will allow fast design changes. “

The 3D Store Visualizer​ made its debut at the company’s Innovation Event at the Grand Hotel Huis ter Duin, in Noordwijk, The Netherlands, recently.

The Future Unpacked

The theme was ‘The Future Unpacked’ focusing on trends in the industry with three guest speakers; Michael Tchong, founder, Social Revolution, who spoke about: ‘How Ubertrends are Reshaping the Packaging Landscape’; Ruud Veltenaar, managing partner, Merestes Venture Capital who discussed ‘Sustainability with Impact’ and Robert Seay, senior business development manager, Hewlett Packard, who debated ‘The Future Impact of Digital Printing on Packaging’.

The 3D Store Visualizer was created for two reasons: Firstly, to carry out research on consumer behavior and secondly to help our customers intensify the impact of their packaging before it goes to market​,” added Smurfit.

It is the latest in a series of developments from Smurfit Kappa, and is part of our 1-2-3 approach:  1: we analyze the current situation (using the Shelf Viewer technology), 2: we look for answers to these problems (using our InnoBook technology) and 3: we test the impact of these products (with the 3D Store Visualizer)​.”

The technology can change its design and colour and customers can see what their product looks like on a full shelf (early morning) and on a half empty shelf (late afternoon).

Related topics: Processing & Packaging

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