Georgie Stout – Partner and Creative Director from 2×4
What was the concept behind the packaging for the Nike Air Zoom Victory+ House of Innovation packaging?
We were charged with making packaging that responded to the newest light weight technology coming out of Nike in 2008: Flywire. We began by thinking of ideas that were lightweight in terms of material, and then looked at ways to make that material even lighter, the way that Nike as a brand has been pushing this idea in its products. The interesting thing about the material is that it forms to the content it holds. The packaging material takes the form of whatever it holds, so in a way each packaged form becomes unique to what it is holding. In this way, the packaging was always somewhat unexpected.
How did you make the packaging have the appearance of being ‘light’?
We used cardboard and cut a diamond shaped pattern into it. By cutting away from it and stretching it, it became both larger in it’s surface, and by that same token, lighter weight. You get more material out of less, and it becomes lighter in the process.
What material did you use to create this package? Was there a reason behind this decision?
We were searching for something which was, green, light, innovative, would protect the materials during shipping, look good as a package and go well with the concept of the phase 2 of the exhibition at HOI. We looked at mesh, light weight fabrics, and plastics, but decided on cardboard because it was sustainable. Typically this kind of material would be used for packing boxes to protect fragile content. But we chose to flip that around and develop an outer package with it.
What was your goal in creating this packaging?
We wanted the package to be both useful and innovative in its design. By using straightforward materials but doing something unusual with them, we were able to achieve that.
What influence did Nike’s innovation of Flywire have in this design?
We were influenced by Nike’s consistent search for ways to make things lighter weight. Flywire is a perfect example of this. We also looked at the mesh-like quality of Flywire, the way the wires overlap and form patterns. That got us searching for something that would have a similar feeling.
