Study Task 07: Idea Generation

Initial ideas for the practical visual investigation are thumbnailed below, followed by 3 selected and refined ideas to be taken to critique. The ideas are ultimately all concerned with the creation or representation of luxury packaging devices and strategies and their attempts to capture the appeal of high-end consumers.

Idea 01

Luxury packaging by its very nature is twinned with the idea of excess materials. The impact of such an overabundance of packaging on the environment is clear, however it is this excess that differentiates luxury from the ordinary. Idea 01 proposes the re-creation of retail packaging (bags, boxes, wrap etc.) used by luxury fashion houses such as Louis Vuitton, Gucci, Chanel, Dior etc. using sustainable, recyclable materials to analyse the impact these have on brand perception from high-end consumers while exploring the debate between sustainability and luxury. Exploration of only  environmentally friendly and sustainable materials, such as recycled papers/cardstock, textiles and eco-friendly finishes instead of un-recyclable substrates, satin/cotton mix handles, and lamination/gloss finishing. Can the sector cues of environmentalism be appropriated by the luxury sector?

Idea 02

Upon receival of luxury goods, consumers of high-end products can expect to be faced with multiple layers of packaging - most typically boxes within boxes within bags. This overabundance of packaging can be represented by Russian Matryoshka Dolls, repeatedly placed inside one another just as a luxury product is within any of its numerous packaging solutions. Idea 02 proposes a Russian doll style showcase of luxury packaging materials and finishes through this metaphorical strategy. Featuring embossed stocks, foiling, embossing, lamination and glossing in this format would capture all that luxury packaging seeks to provide to high-end consumers, whilst also signifying the enhanced sales appeal and greater consumer appraisal evoked as a result of heightened suspense of receival and/or ownership provided by such packaging.

Idea 03

The luxury sector by all accounts does not hold sustainabilty of packaging high within its list of priorities, most probably because the materials and aesthetics associated with the enironmental sector of design do not create appeal to the high-end consumer who revels in the lustre and grandeur of luxury packaging. That being said, it is the fine details, accents, personal touches and finishes that truly encapsulate the niches of luxury brands and the packaging through which they deliver products. Idea 03 proposes application of these accents, personal touches and finishes to packaging made with sustainable, eco-friendly materials to explore the power these hold in creating appeal to the high-end consumer at point of purchase. Use of only environmentally friendly and sustainable materials, such as recycled papers/cardstock, textiles and eco-friendly finishes are to be used in production of this packaging.