Packaging today finds itself at the centre of a complex interstice of reduced material usage, sustainable raw materials, and stringent regulations. At the same time, expectations for development speed have risen significantly: solutions need to be created faster – whilst being reliable in terms of performance, recyclability, and compliance. Metsä Board, a leading European producer of white and coated kraftliner, and part of the Metsä Group, is meeting this shift with a new design studio, which has now opened in Milan.
The studio in Milan, which opened on July 2nd, allows for more intensive and earlier collaboration between Metsä Board and its customers. The aim is to bring packaging solutions to market more quickly. By combining high-quality fresh fibre paperboard with design expertise and data-driven insights, brands can better meet increasing demands for sustainability, performance, and regulation. Erja Hyrsky, SVP Commercial Operations at Metsä Board, emphasises the benefits of the new location: „Milan combines a strong packaging ecosystem with a first-class design environment. On-site, we can work even more closely with our customers and further strengthen collaboration in key European markets.“
Integration of design and material expertise
The studio adopts an integrated approach, considering design, materials, and performance in parallel. This allows for improved material efficiency without compromising performance requirements. By utilising AI-driven design and simulation capabilities, solutions can be tested and optimised earlier in the process. This reduces uncertainties, accelerates decision-making, and shortens development cycles. „Our customers don’t just need new packaging ideas – they need solutions validated for real-world conditions, and faster than ever,“ says Erja Hyrsky.
Developing packaging practically together
The studio in Milan is geared towards a new way of working collaboratively. Instead of developing packaging step-by-step, design, materials and performance are considered in parallel. This allows material efficiency to be improved without compromising performance requirements. „Instead of developing solutions in isolation, we can test and optimise them together – ensuring they are market-ready much earlier,“ says Ilkka Harju, Packaging Services Director.
For brands in sectors such as food, pharmaceuticals and cosmetics, where packaging plays a central role both functionally and commercially, this integrated approach is becoming increasingly important. With its studio in Milan, Metsä Board can become involved in its customers' development processes earlier and promote the co-creation of packaging solutions that are not only visually appealing but also ready for market launch.
Source: Metsä Board
