Brand Packaging That Sells – For Oriflame, Gerresheimer has created a glass illusion of movement
Tags: Gerresheimer
* Dancing Lady swirls into the ‘Annual Design Gallery’
* Innovative flacon design: temperament from spherical shapes
It appears to turn, to swing, to swirl up a fragrant aura – an illusion made of glass: Dancing Lady. The captivating flacon which designers from Gerresheimer brought to life for Oriflame perfume has now danced its way to a place as one of the ‘Best Packaging Solutions of the Year’ in the prestigious Annual Design Gallery of the Brand Packaging Magazine in the US.
In addition, Dancing Lady is currently exhibited at the ‘Brand Packaging That Sells’ conference in Chicago. Visitors to Luxe Pack Monaco can now inspect the outstanding flacon at close quarters on the Gerresheimer stand (October 21 – 23. 2009, Halle Ravel, Booth RC 20).
Through its award the respected US trade magazine recognizes outstanding brand packaging for innovative design, an effective target-group approach and enhanced importance of the packaging for marketing. In December the Yearbook of the Design Gallery will appear – a quality picture album which devotes a page to each of the award-winning products. And this glass creation is indeed a fascinating chapter.
The delicate white-misted flacon creates as lively and beautiful an impression as the fragrant orchid ‘Dancing Lady’ to which the perfume owes its name. But in contrast to the rare flower from the South Pacific rainforests, which is reminiscent of a real-life dancer in a floating dress, the refined little flacon displays spherical shapes which translate the idea of the flower and its dance into a highly original and disarming abstraction. Like the unfolding petals of a bud, three spheres are turned by the glass artists from Gerresheimer Momignies into a fabulously light, vivacious object. The ingeniously camouflaged structure gives the glass ‘Dancing Lady’ an unmistakable swing.
Dancing Lady - Oriflame / Gerresheimer
In precise terms, the design consists of two spherical bowls set into each other and embracing a third apparently complete sphere. Asymmetry brings optical movement to this structure: the bowls incline at different angles and in different directions, and from the centre the smallest sphere grows as an immaculate globe. “A delightful concept,” says Burkhard Lingenberg, Director of Marketing and Communication for the Gerresheimer Group.
To complete the vivacious picture, the designers introduced a hint of white on the clear glass – in degradee-spraying which gradually disappears towards the base in weightless transparency. Crowning highlights for this are set by the closure: in striking metallic lilac the spray head glints from a blossom-white sleeve which also looks like a multilayered bud – swinging in harmony with the glass, but in miniature.
About Gerresheimer:
Gerresheimer employs around 10,000 people in more than 40 locations in Europe, America and Asia. In the financial year 2008, worldwide sales totalled €1.06bn. The product portfolio ranges from pharmaceutical vials made of glass and plastic through to complex drug-delivery systems for the pharma industry. These include sterile syringes, inhalers and other system-based approaches for safe dosage and application of medications. The Group enjoys a leading position in markets which are characterised by high technical and regulatory barriers. In addition, cosmetic packaging made of glass and plastic is a part of the Group’s product portfolio.
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