In the past, the most important purpose of the packaging was to protect the product during shipping and storage.
In a world where choice on the shelf was limited and the online distribution channels did not compromise the dominance of the offline channels, the functional role of the packaging was to be a strategic and differentiating tool, capable of clearly communicating product's properties, with a colour and design that made it appealing to consumers.
Today, not only has the strategic role become increasingly important but also its functional role has gained new significance.
At the symbolic Judgement of Paris in 1976, two Californian wines came top in a high-profile blind taste test ahead of some of the finest Bordeaux grand crus. Since then, the world of wine has become truly internationalised and the wine codes previously established by the biggest French designations have undergone significant change.
Where does luxury stand relative to popular culture? Although designers have always inspired the masses through their avant-garde, innovative creations, this purely top-down influence is now obsolete. Facing a crisis of legitimacy, luxury’s notorious conservatism has been drawing inspiration from the most public of spaces: the street and its modern digital components.
An insight by Lewis Jones, Managing Director at CBA London