Oftentimes, the tactile element of camera packaging separates the potential buyer from the product, but Fedrigoni Leica is looking to change this interaction. Instead of producing a completely closed case with the camera placed firmly inside, the company has come out with a design to help make this user experience much more immediate.
The packaging is thin and lightweight, with the lens of the camera facing upwards and sticking out of the front of the box. Because the paper is so fine and even is used instead of the traditional leather casing surrounding the camera, the packaging is fully merged with the product.
Why should a product's packaging distance users from the commodity inside? Fedrigoni Leica sees no reason do to so, and as such has created an intimate (and memorable) camera packaging experience.