Outside the Box
Describe the feature
It was a showcase of
packaging that was plastic
free. It was displayed
much like a shopping aisle,
with shelves of products/
packaging displayed on
cardboard shelves, with the
feature walls built of reboard
(so the feature was plastic
free as well).
Where did the idea come
from?
It was an idea that came
after hearing about Dutch
supermarket Ecoplaza
introducing the first ever
plastic free aisle in one of
their Amsterdam stores. The
plastic debate had proved
popular at our February
event and this seemed like
a creative way to improve
our offering and focus on
solutions
Leading the
conversation
James Drake-Brockman talks to EN about
Easyfairs’ EN Award-winning feature at
Packaging Innovations
How did the feature
complement the show
as a whole?
Plastic pollution is a key
area of discussion at the
moment, with the ‘Blue
Planet effect’ stirring
up strong sentiment in
consumers, the media and
subsequently government.
Much of this debate is
focused on the issue but not
solutions and by presenting
the Plastic Free Aisle, it
allowed those buyers whose
priority is to go plastic free,
to see the viable alternatives
available to them.
What has been the
impact?
The feature had over 780
smart badge scans, about
seven times the average
for exhibitors. We know
anecdotally that as a result of
attending the show a number
of major brands and retailers
have impleme nted new
ranges of packaging that are
plastic free.
It has allowed us to
showcase the most cutting-
edge packaging solutions and
it has provided a focal point
for buyers whose priority is
plastic free packaging. EN
What was the process of
creating it?
This was delivered
through our partnership
with A Plastic Planet, who
are campaigners against the
use of plastic. They work
with brands and retailers
to remove plastic so are
familiar with the most
cutting-edge alternatives out
there. Working with them
and our current exhibitor
base we were able to select
relevant plastic free solutions
that were presented on the
feature.
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