Fashion brand Calvin Klein looked to encourage a sustainable holiday experience with its biomaterial gift wrap, designed by the Copenhagen-based practice Natural Material Studio. The understated pouches match the fashion label's timeless aesthetic and they are made of Procel, a textile that Natural Material Studio creates by mixing protein bioplastic with a natural softener and natural pigments. The neutral-toned biomaterial gift wrap is handmade, each unit featuring "a subtle, swirly pattern on its surface that is reminiscent of bubble residue." Natural Material Studio completes the aesthetic with a coal-hued ribbon that is also made with Procel but a slightly softer version.
The biomaterial gift wrap, which was released in mid-December, was part of a wider biomaterial installation at a Calvin Klein store in the Field's shopping center in Copenhagen.
Sustainable Biomaterial Gift Wraps
Natural Material Studio Designed Calvin Klein’s Gift Wrap
Trend Themes
1. Sustainable Gift Wrapping - There is an opportunity for companies to innovate sustainable gift wrapping options with biomaterials like protein bioplastics.
2. Natural Pigment Usage - The use of natural pigments in product design can create a more eco-friendly and sustainable option in various industries.
3. Biomaterial Installations - Biomaterial installations in store designs can provide a unique and sustainable experience for customers and create an opportunity for brand differentiation.
Industry Implications
1. Retail Industry - Retailers can adopt the biomaterial gift wrapping concept to create a unique and sustainable gifting experience for their customers.
2. Product Packaging Industry - The biomaterial gift wrapping concept can be applied to product packaging in various industries to create more eco-friendly options for consumers.
3. Textile Industry - The use of protein bioplastics and natural pigments in the textile industry can create sustainable and innovative fabric options.