Depechemode Design & Branding THE BAG TO SIZE STATION by J. Walter Thompson Beirut

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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market Lebanon
Agency J. Walter Thompson Beirut
Released December 2012

Credits & Description

Category: Permanent Retail
Product/Service: 605
: JWT Beirut (JWT Beirut)
Media placement: Bag To Size Station - 605 Store - Downtown Beirut - 12/01/12

Describe the brief from the client
We needed to create the packaging design for 6:05 at depechemode, a multi-offering concept space with an unpredictable selection of ever-changing products – from fashion, to food, design and art – in various shapes and sizes.
6:05 was a long-term creative business solution we developed, as an alternative to an ad campaign, to help our client depechmode - a high-end fashion boutique - connect with a younger audience.

Describe the challenges and key objectives
The challenge was to create an engaging and environmentally responsible packaging design for a space that defies the usual retail experience.
We needed to create a system that could easily adapt to the space’s ever-changing and diverse products - in unpredictable shapes and sizes (clothing to gadgets, furniture, books, food, cosmetics, etc.) – while standing out from the clutter.

Describe how you arrived at the final design
In line with 6:05®’s concept focused on experience and engagement it was obvious that the typical 3-sized bags system was out of the question:
1. Pre-producing the wide range of sizes required was not financially feasible.
2. It would dramatically increase the space's carbon footprint.
We created an innovative low-tech packaging system especially for 6:05: The Bag-to-Size Station.
This prototype-machine is capable of transforming any material, from locally produced 100% recycled paper, to scrap and shipping material, and even old shopping bags, into tailor-made bags and packages of all shapes and sizes instantly on location.

Give some indication of how successful the outcome was in the market
Instead of pre-printing, this simple solution transformed packaging into an experience in itself, allowing every client to customise their packages even further by using recycled 6:05 stickers and ecological ink for stamping.
They each then walk out of 6:05 with a different, recycled and re-usable bag or package, entirely customized according to the size and shape of their purchase.
In addition, more importantly, this zero-waste system is a creative solution where no material goes to waste. Thus eliminating unsustainable packaging and reducing paper wastage by over 50% compared to other retail stores.