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Brief Published: 26 Oct 2012

DIY Living’s Reusable Packaging, Singapore


Furniture from Singapore branches of homeware retailer DIY Living now comes with a sustainable twist, thanks to reusable cardboard packaging created in collaboration with global communications agency Publicis.

Once the furniture has been removed, the plain-looking boxes can be folded and twisted to make new, makeshift furniture items such as a stool, lampshade or coffee table by following the simple, step-by-step instructions.

According to the brand, the feature is primarily pitched at students and Millennials who are seeking both an eco-friendly and value-for-money solution (although, notably, they do have to buy a piece of furniture to begin with).

Offered across a whopping 1,029 DIY Living stores in Singapore, the project is currently being publicised via an irreverent online video advert in which the retailer states its intention is to “Give customers more bang for their buck – without spending too much of our own”.

Multi-tasking packaging is increasingly important in an era where consumers are concerned with personal consumption and reducing waste. More zero-waste products and packaging innovations are explored further in our report Packaging to Survive Modern Life.

DIY Living