2019 National Card Collection Day Deck Spylkaartferpakking by Alexander Chin is a highly esteemed winner of the very prestigious 2020 A' Design Award yn Goud in Ferpakkingsûntwerp Competition Category.
GoudFerpakking· 2020
2019 National Card Collection Day Deck Spylkaartferpakking
Client: Seasons Playing Cards
A' Design Award yn Goud Winner in Ferpakking Category
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- Verified Award Winner
- Verify Award Status for #101023
The Design
About 2019 National Card Collection Day Deck Spylkaartferpakking
De 2019 National Card Collection Day Deck is in ynteraktyf pakket foar spylkaarten. It ûntwerp is ynspirearre troch de paleizen fan Marokko, mei intaglio-gravueres dy't útsniene stienwurk en geometryske patroanen neibootse. In útdaging dy't op 'e side printe is, noeget de brûker út om de poarte te ûntsluten. Troch de bôge fia in kaaisgat-spoar omheech te heljen wurdt de earste faze sichtber. In spesjaal makke twa-wei-spegel mei 30 persint opasiteit ferberget in keamer dy't ferskynt as der ljocht yn skynd wurdt. In lêste ûntbleating lit in werheljende, ferljochte gong sjen. De kaarten binne bedutsen mei in ferhege glânzjend tegeleffekt.
The Recognition
About the A' Design Award yn Goud
2019 National Card Collection Day Deck Spylkaartferpakking is in winner fan de A' Design Award yn Goud, in ekstreem prestisjeuze erkenning foar earste-klas, prachtige en treflike ûntwerpen. Goudwinners binne tige ynnovative, fisionêre en glamoureus ferbjusterjende skeppings dy't it sjeny, de wiisheid en de feardigens fan har ûntwerpers wjerspegelje. Fan 2019 National Card Collection Day Deck Spylkaartferpakking wurdt ferwachte dat it in tige priizge, trendsettende en monumintale útfining is dy't unferlykbere wearde leveret. Dit winnende ûntwerp fan de A' Design Award yn Goud is in spektakulêr, respektearre projekt dat grutte foardielen bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. 2019 National Card Collection Day Deck Spylkaartferpakking makket yntinse gefoelens fan begearte, stekt passy oan, stimulearret kreativiteit en fassinearret ús.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The packaging is an interactive experience designed to mimic the exploration of a Moroccan palace. The experience rewards users with escalating stages based on their efforts in the journey. These reveals in the packaging include discovering hidden rooms and opening impossibly-sized corridors through the use of a bespoke two-way mirror system. By focusing on creating genuine moments of surprise and delight for our customers, our packaging becomes a bridge for stronger user-brand connections.
- Dimensions & Packaging
- Width 68mm x Depth 22mm x Height 90mm
- Tags
- Playing Cards, Engraving, Palace, Mirror, Illusion, Patterns, Scodix, Tile, Morocco, Discovery, Interactive
- Production Technology
- Each deck is meticulously handcrafted with exotic intaglio engravings that mimic the stonework of the palace gates, where engraving was chosen to best execute on the tight detailing of the designs. The glossy cards inside are coated in a scodix printing process to create a glossy raised-tiling effect that contrasts with the textured exterior in elegant harmony. A custom 30% opacity two-way mirror was designed for the packaging as a crucial element in creating the illusions of the experience.
- Design Challenge
- The largest obstacle was developing the mirror element of the packaging. For material testing acrylic was found to be most sturdy in thin profile unlike cracking glass, and most stable with reflections unlike film sheets. The structure evolved from a single tuck into a 2 piece shell as a way to introduce the keyhole element and provide mirror protection. The best looking illusions finalized at 30 percent mirror opacity, calibrated for the user’s most likely light source, their phone flashlight.
- Research
- The main goal of the packaging was to create genuine feelings of surprise and achievement, elements shown in neuroscience to better encode experiences into memory and perceive them at higher value. Designing interaction into the packaging was the best way to accomplish this. Optical illusions were chosen for their ability to amaze and ease of implementation. A puzzle discovery format was used as the framework to generate the effort needed for feeling a sense of earned achievement in the user.
- Inspiration
- Inspired by the palaces of Morocco, the 2019 event design pays tribute to the iconic architecture of the region with traditionally decorated gates and exotic geometric patterns throughout that hint at something more. The packaging centers on an interactive challenge labeled on the side to unlock the gate, designed to reward users with discovery moments of different magnitude in direct correlation with their effort and investment towards the experience and brand.
- Project Duration
- Designed in Morocco April 2019
Launched in Chicago, USA October 2019 - Operation Flow
- STAGES OF DISCOVERY. 1) KEYHOLE: User reveals an archway by raising it through the keyhole track of the exterior shell. 2) UNVEILING: When light is shone into the packaging the mirrored reflection vanishes, revealing a hidden room behind the gate. 3) OPEN SESAME: An impossibly-sized palace corridor is discovered inside when users shine light between two arches. The semi-transparent mirrors repeat the internally lit space to create a magical infinity mirror effect for the user to remember.
- Patents
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- Team Members
- Creative Director: Alexander Chin
Illustration & Design: Alexander Chin - Image Credits
- Photography: Bryan Aellen
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