The Emballage exhibition is celebrating its 40th edition. For this anniversary, the French Institute of Design presents an exhibition bringing together for the first time historic packaging on loan from the biggest brands. The exhibition "I love pack since 1947" is a first.
It traces the evolution of innovation and techniques in the packaging sector from the post-World War II period to the present day, with a prospective view (from yesterday to tomorrow).
"Since 1947", we've gone from bulk to packaged!
The exhibition, whose scenography is designed by the agency Red Dragon, begins at the time of the Reconstruction, the period of the creation of the salon, and shows a sequence of events over time, whose socio-cultural reference points enlighten the selection. For the increasingly active women of the 1950s, the practical and airtight Blédina jars guarantee food security during their travels. Ladies you smell bad", writes Françoise Giroud, preceded the arrival of hygiene products, ... Dop, packaged in doses - the famous "berlingot" -, facilitated the use of shampoo and led the French to become aware of personal hygiene. It was while observing his wife filling a rosary of sausages that Ruben Rausing had the idea of the Tetra Pak tetrahedral berlingot packaging. The milk could be preserved!
65 original packaging!
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From the crown cap (Crown) to the Cachou Lajaunie box, Danone's truncated cone jar, the first Helena Rubinstein mascara, the Dash barrel, Sunday stockings, the Javel La Croix bottle, to edible packaging (WikiCell) or the QR Codes on packaging, the exhibition presents the first pieces, all breakthrough innovations.
Major innovations in their socio-cultural context
"I love pack since 1947" tells visitors how innovative solutions have changed our lives, influenced our consumption patterns and purchasing habits, facilitated our gestures and improved our well-being. The parallel with the time allows us to better understand the evolution of packaging in our daily lives and its solutions towards greater convenience, safety, mobility support, etc.". The packaging tells the story of our lifestyles," reminds us. Jean Watin-Augouard.
8 poles present 8 decades, support of the exhibition
On each one, key words characterize the decade: socio-political facts, cultural (science, architecture, fashion, cinema, music) and present several showcases where the packaging is displayed. Screens broadcast a digital programme, made up of excerpts from the INA and advertising videos from the period.
"I love pack" in 2012 is also innovation today.
Also, the French Institute of Design invites recent discoveries that will change our lives. WikiCell, the edible packaging, will be on display along with Crown's new "Orbit" system, adapted to the aging population and Crown's 3D Augmented Reality program. Dassault Systemes.
A digital program in the form of "zapping".
Directed by Olivier Delas...this program will plunge us into the universe of each era. For example, the 60's decade, "pop years and eph leg" will show "plastic is fantastic" - the first PVC bottle by Lesieur and the first plastic water bottle by Total -, against a backdrop of period gingles and newsreels.
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In the same spirit as the event "INOVI, those brands that change our lives"...(1) Anne-Marie Sargueil, curator of the exhibition, asked Jean Watin-Augouard, brand historian, to tell the story of brands in their socio-cultural context, their anchoring in the consumer society and the visionary dimension of their innovation.
(1) annual event dedicated to brand anniversaries and socio-cultural events
The book, "Packaging That Changes Our Lives,"
Available from November 19th, excerpts on the blog : www.institutfrancaisdudesign-actus.com
About the exhibition "I LOVE PACK! SINCE 1947", the packaging that changes our lives
Packaging Exhibition - Villepinte Exhibition Centre / Hall 6 from 19 to 22 November 2012 / 9.30 am - 6 pm
Scenography: Dragon Rouge AgencyJean Watin-Augouard, historian, Editor-in-Chief of the Revue des Marques
Annette Freidinger-Legay, international packaging expert
Olivier Delas, designer, Andar agency, digital program manager
Anne-Marie Sargueil, Curator of the exhibition, Institut Français du Design, assisted by Marie David.