The "Packaging Art House" as an art object

Easyfairs plans to use the Packaging Art House as a platform for special exhibitions, ambitious installations and exclusive brand and product presentations for its upcoming events under the motto "Everything is Envelope". "We see the new 'Packaging Art House' as a further development towards a multifunctional 'Art Space' that can be used in many ways," explains Martina Hofmann, Easyfairs Event Director DACH for the packaging events "Empack", "Packaging Innovations" and "Label&Print". The open character of the enclosed space is suitable as a stage for trendy product presentations as well as for media-versatile performances, as a gallery, lecture room or information terminal. With its individually usable room profile, the character of the structure also offers the possibility of realizing a wide variety of exhibition concepts.Fascinating as art installationThe structure consists of a framework of interlocking and wedged components, fixed by a double substructure. The modular construction principle enables rapid assembly of the individual parts and reuse of the elements. Sustainability has high priority, also with regard to the material: The hexagonal honeycomb elements of the shell are made entirely of cardboard. Double wall, three millimeter thick corrugated cardboard is used, which achieves enormous stability through folding and gluing and is 100 percent recyclable. By using special quality corrugated board, the structure meets current safety and fire protection requirements. "With the 'All-In Cardboard' concept, we are pursuing the goal of achieving more sustainability as a trade show organizer and at the same time encouraging people to think about materials and their targeted, environmentally compatible use," says Martina Hofmann. In addition, she says, cardboard as a packaging material also has a high symbolic power. "It clearly goes beyond 'artistic intervention' and 'sustainable design'." By being used as a building material with serious static qualities, she says, packaging is reinterpreted and becomes content itself; form becomes an information carrier, structure becomes recognizable as the result of a recycling cycle.In Zurich, Hanover, Hamburg and ViennaThe Packaging Art House will be prominently positioned as a "creative think tank" for packaging at the Easyfairs packaging events "Empack", "Packaging Innovations" and "Label&Print" in the DACH region: Starting on April 6 and 7, 2016 in Zurich. Then from May 31 to June 3, 2016 in Hanover - the Packaging Art House will be present here as a "show in show" concept as part of the leading international intralogistics trade fair CeMAT at "Empack" and "Label&Print". Finally, the Packaging Art House will also be the topic at "Packaging Innovations" from June 23 to 24, 2016 in the Fischauktionshalle Hamburg and from December 1 to 2, 2016 in the Marxhalle Vienna.