Acne Studios

Packaging Project / Speculative work for Acne Studios
by Martina Muzzetto

Acne Studios won’t just enter your home; it can also become a part of it.

Within Acne Studios’ visual identity, a very important aspect is the brand’s iconic shopping bag.

These bags carry the well-known “millennial pink” color, which has now become a strong association with the brand. Despite variations over the years, they remain highly recognizable among consumers.

When analyzing the life of luxury packaging, we observe that upon reaching the buyer’s home, it can meet several different fates. The first is disposal, where the packaging quickly transitions from a state of anticipation and allure to that of “waste.” The presence of these items in the home can become a form of personal expression, an unconscious way to convey a sense of affluence or belonging to certain market segments.

Moreover, there is a significant issue of packaging accumulation in the luxury fashion market, driven by the expectations and perceptions buyers have of the products they are purchasing.

Beyond merely preserving the purchased product in excellent condition with the appropriate combination of materials, the packaging aims to be both innovative and multifunctional. Acne Studios won’t just enter your home; it can also become a part of it.

Given the brand’s strong focus on interior design, they have opted for a reusable solution where the purchased item becomes the true centerpiece of your room. The box transforms into a minimalist display case that reflects the brand’s style and logo. By placing it in your room, you can elevate the common trend of luxury packaging as decoration to a higher level by adding true functionality.

Additionally, it can be used as a travel case or wardrobe organizer, either closed or in its open form.