Paperboard supplier teams up with artist Jeff Nishinaka for latest addition to project
Following exhibits in Paris, London, Amsterdam, New York, Stockholm and Hamburg, Iggesund Paperboard has taken its Black Box Project to Milan. Launched at an exhibition in the Italian city on 15 May, the latest addition to the project – a new breed of advertising campaign, which challenges designers to work with the company’s Invercote product – is the work of paper sculptor Jeff Nishinaka.
The LA based designer’s box and triptych are inspired by the Pandora’s box legend (in which Pandora, the first woman, is overcome by curiosity and opens a box unleashing evil into the world) and fuses Greek mythology with Japanese tradition. Speaking at Luxe Pack New York, Nishinaka told SPC: “I re-familiarised myself with the Pandora’s box story. When I started researching, I found there actually wasn’t much existing art based on the story. So I just let my imagination run away with me!”
Both the triptych and the creature in the box, which represents all the evil escaping from the underworld, are made using Iggesund paperboard. “The paper I normally use is a little different structurally,” said Nishinaka. “But I chose the Invercote Creato product – it’s got a real soft silky texture – and I started experimenting with that, and it worked well. I really enjoyed working with it.”
In a break from the norm, the new black box is not actually black, but red, which stands for womankind in Japan. “I use red in a lot of my work – it’s the colour of power, passion, energy. It’s very impactful. So it just made sense to use red,” Nishinaka explained.
“We’re looking for creative minds who really push the limits of what can be done with Invercote,” commented Carlo Einarsson, director of market communications at Iggesund Paperboard. “In a world where the choice of materials for a design project is unfortunately often a matter of habit, it’s important for us to showcase the extra possibilities Invercote offers designers to fully realise their creative ambitions.”