Sappi Fine Paper Europe will present a high-end packaging material, which brings a new meaning to the term ‘trade dress, at FachPack 2013 taking place in Germany, Nuremberg from 24 – 26 September 2013.
Sappi has created a paper gown consisting of packages in various forms. The gown weighs 15kg, will be fitted on a display mannequin and shown on Sappis stand (Stand 604 in Hall 7).
Marie-Ange Gérard, marketing communications specialist at Sappi Fine Paper Europe said, The concept for this unique gown was created by the Belgian agency Equation with whom we have worked for more than a year. We chose the Brussels workshop of artist Isabelle de Borchgrave, universally known for paper garment creations for museums and other entities. The outcome is an exquisite and totally revolutionary demonstration of the quality and flexibility of Sappi packaging materials.’
Marc Weymeers, Equations creative director mentioned that he special paper know-how of the Sappi group and its capacity to manufacture paper to meet the specific needs of its customers led them to the couture concept and the term tailor made emerged throughout their discussions. Since they are in the business of packaging, why not imagine a packaging paper gown? It would be made of paper and board, but its texture would consist of packages in various forms.
Sappi provided a range of high quality speciality packaging papers to the de Borchgrave studio for this project, including:
• Algro Design 330 and 380gsm, and Algro Design Duo 270gsm and 300gsm for the boxes.
• Fusion 180gsm for the sleeves, and to fill out the dress to make it fuller.
• Leine Kraft 120gsm used as part of the bustier.
• Algro Baress 110gsm for the shoes and cuffs.
• Algro Teepack 80gsm to construct the tea bags used to finish the bustier.
‘Visitors to our stand at FachPack 2013 are sure to be impressed by this magnificent gown and the way it displays the flexibility and functionality of Sappi Specialities Papers,’ concluded Gérard. ‘We expect this unusual creation to generate a great deal of buzz for our FachPack debut and to have a significant impact as a central element of our advertising campaign.’