Atipica is an innovative e-commerce packaging solution designed for the fashion industry, specifically for Diffusione Tessile, the Max Mara Outlet. Developed as the Final Project for the Bachelor of Science in Industrial Design at Politecnico di Milano in 2012-13, the project was selected by the company for its ingenuity and alignment with sustainability goals. This project later became the foundation of my dissertation thesis, further deepening the exploration of sustainable packaging solutions in fashion retail.
The packaging concept addresses the unique needs of fashion e-commerce, providing a versatile and elegant solution. It revolves around a corrugated paper spool system that allows on-demand cutting and assembly directly at the shop. By adjusting the material’s length, the packaging can accommodate various sizes without generating waste or requiring adhesives. The design features an origami-inspired closure with a distinctive hexagonal shape that not only enhances visual appeal but also reinforces structural integrity, ensuring safe delivery of fashion items.
This project exemplifies a sustainable, functional, and refined approach to packaging design, balancing practicality with the high-end aesthetic synonymous with the Max Mara brand.
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👋 Hi! I’m Giulia and I'm a passionate Computational Designer based in Florence.
I love solving problems, exploring creative methods and technologies, and developing innovative solutions.
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