Invitation packaging for Zalando, commissioned by Ogilvy

The project

Ogilvy commissioned Archicercle to design and manufacture packaging that would serve as an invitation to a Zalando promotional event with Guitarricadelafuente. It contained a handcrafted botijo—a traditional Spanish water jug—individually personalised by an artist. Our contribution focused on the packaging and the way it opened.

The brief called for a surprising presentation that would place the object at the centre of attention. The use of recycled materials was also part of the brief, although the available documentation does not specify the recycled content of the board used.

We developed a body-and-lid structure in which opening the box becomes part of the invitation. When the lid is removed, the base unfolds like a flower to reveal the botijo. The design transforms a closed volume into an open presentation of the object.

We manufactured the packaging from double-wall corrugated board, worked using laser cutting. Our scope brought together the box design, structural development and manufacture of the cardboard components; it did not include making or personalising the botijo.

The fold-out opening makes the base of the box part of the botijo’s presentation.

Zalando and Guitarricadelafuente graphics and the word ‘FRAGILE’ form part of the packaging’s exterior appearance.

Processes and materials: fabrication services · available materials · studio machinery.