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. At the same time, expectations for speed have fundamentally changed: solutions must be developed faster, with greater certainty around performance, recyclability and compliance.

Metsä Board, a leading European producer of fresh fibre paperboards and part of Metsä 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.

"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," says Erja Hyrsky, SVP Commercial Operations.

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.

"Our customers don't just need new packaging ideas - 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," says Erja Hyrsky.

Co-creating packaging for real-world performance

The Milan 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.

"Instead of developing solutions in isolation, we can test and refine them together, making sure they are ready for market introduction much earlier," says Ilkka Harju, Packaging Services Director. "For 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."