{"id":22844,"date":"2026-07-10T10:51:12","date_gmt":"2026-07-10T10:51:12","guid":{"rendered":"https:\/\/cpmirror.com\/?p=22844"},"modified":"2026-07-10T10:51:12","modified_gmt":"2026-07-10T10:51:12","slug":"brands-face-growing-demands-on-packaging-metsa-board-rethinks-packaging-development-with-a-new-design-studio-in-milan","status":"publish","type":"post","link":"https:\/\/cpmirror.com\/index.php\/2026\/07\/10\/brands-face-growing-demands-on-packaging-metsa-board-rethinks-packaging-development-with-a-new-design-studio-in-milan\/","title":{"rendered":"Brands face growing demands on packaging \u2013 Mets\u00e4 Board rethinks packaging development with a new design studio in Milan"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li>Mets\u00e4 Board opens a new packaging design studio in Milan, Italy, on 2 July to accelerate packaging development with customers, especially in its key European markets.<br>\u00a0<\/li>\n\n\n\n<li>The new studio enables earlier and closer collaboration between Mets\u00e4 Board and its customers, allowing joint testing and refinement to bring real-world-ready packaging solutions faster.<br>\u00a0<\/li>\n\n\n\n<li>By combining Mets\u00e4 Board\u2019s premium fresh fibre-based materials, design expertise and data-driven insights, the studio helps brands meet increasing sustainability, performance and regulatory requirements.<br>\u00a0<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Packaging is no longer just about protection and logistics. Brands are under increasing pressure to reduce material use, replace fossil-based materials, meet tightening regulations and still deliver strong shelf impact.&nbsp; At the same time, expectations for speed have fundamentally changed: solutions must be developed faster, with greater certainty around performance, recyclability and compliance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mets\u00e4 Board, a leading European producer of fresh fibre paperboards and part of Mets\u00e4 Group, is addressing this shift with a new design studio in Milan, opened on 2 July. Bringing together design, material expertise and data-driven insights, it enables customers to develop packaging solutions that are more efficient and fit to their requirements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Milan offers a unique combination of a strong packaging ecosystem and a world-class design environment. Being there allows us to work more closely with our customers and strengthen collaboration across key European markets,\u201d says&nbsp;<strong>Erja Hyrsky<\/strong>, SVP Commercial Operations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By combining AI-supported design, simulation possibilities and material expertise, solutions can be explored and tested much earlier in the process, reducing uncertainty, accelerating decision-making and shortening development cycles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOur customers don\u2019t just need new packaging ideas \u2013 they need solutions that are validated for actual use conditions, and they need them faster than ever. By combining design, materials and data, we can move from concept to validated solution much earlier, with greater confidence,\u201d says Erja Hyrsky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Co-creating packaging for real-world performance<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The&nbsp;Milan&nbsp;studio is built for a new way of working. Instead of sequential development, design, materials and performance are advanced in parallel, making it possible to improve material efficiency while maintaining performance requirements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cInstead of developing solutions in isolation, we can test and refine them together, making sure they are ready for market introduction much earlier,\u201d says&nbsp;<strong>Ilkka Harju<\/strong>, Packaging Services Director. \u201cFor brands in segments such as food, pharma and beauty, where packaging plays a critical role both functionally and commercially, this integrated approach is becoming essential.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Packaging is no longer just about protection and logistics. Brands are under increasing pressure to reduce material use, replace fossil-based materials, meet tightening regulations and still deliver strong shelf impact.&nbsp; At the same time, expectations for speed have fundamentally changed: solutions must be developed faster, with greater certainty around performance, recyclability and compliance. Mets\u00e4 Board,<\/p>\n","protected":false},"author":1,"featured_media":22845,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[65],"tags":[333],"class_list":["post-22844","post","type-post","status-publish","format-standard","has-post-thumbnail","category-corrugated-folding-carton","tag-metsa-board"],"_links":{"self":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts\/22844","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/comments?post=22844"}],"version-history":[{"count":1,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts\/22844\/revisions"}],"predecessor-version":[{"id":22846,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/posts\/22844\/revisions\/22846"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/media\/22845"}],"wp:attachment":[{"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/media?parent=22844"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/categories?post=22844"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cpmirror.com\/index.php\/wp-json\/wp\/v2\/tags?post=22844"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}