made possible through heat sealed edges that can be found at the bottom of the pack. These attributes are integral in allowing water to be held. The opening and closing of this packaging is achieved through optional means such as resealable tape, semiadhesive latex or labelled stickers. The sealing can be found between the joining sections or preferably at the top of the the pack. This enables the pack to hold its form when closed to protect the flowers during transportation.

The Research
There was no particular initial design question as this was an explorative project. Yet, through out the project we adopted approaches and methods that questioned the existing design

recipe for success. Packaging and brands can no longer purely sell to consumers: consumers want to be seduced and they want a relationship. That’s why it is worth considering why as much as 83% of all commercial communication appeals to only to one sense, our eyes. That leaves a small amount of around 17% to cater for the other four senses. The most influential sense is smell: 75% of our emotions are influenced by what we smell. And there is a 65% chance of a mood change when exposed to positive sounds. Senses have been overlooked in many areas of communication and design, but none more so than in packaging.

These senses, smell, audio, visual, touch and taste trigger experience

processes. This lead to a more participatory approach and the use of people-centred design and their narratives as an integral part of the ideation process. These methods were introduced to simply allow all stakeholders to participate and communicate their ideas. These narrative ideas helped with the envisioning process to conceptualise new experiences. We intentiously use the word ‘experience’ instead of packaging, product or services. The word ‘experience’ also allows us as a design team to look at packaging from a more holistic perspective.

Ceremony of Opening
Great looking graphics and an eye pleasing structure are no longer the

Summary
Packlab Partners was awarded with the first prize at the Nordic Aluminium Package Design Award 2009. The novel floral packaging challenges packaging's role as a medium by exploring its interactive qualities and the consumer experience. 'Orchid' was an envisioning project to design a packaging experience that seeks new opportunities by adding value.

The Product
The vase is made customizable through the use of material. The plastic (PE-LD) coated aluminium material allows for the flexibilty of packaging to tranform into a vase. It also presents the aesthetic qualities of the aluminium material, yet supporting its functions. The innovative packaging and secondary functions are

alongside cognitive processes such as thought, awareness and observation. This then leads to flow touch point, interactions and journeys. In this case it has the ability to influence time and in turn the value of the experience and our participation. Participation intensity can be passive, active and even social from flash moments to full immersion. The coverage of the intensity can be found in all products, services and environments. It’s important to remember that consumers don’t necessarily divide their experiences but they accept its entirety as a whole. Understanding consumers full wholeness of an experience can help us guide thier emotions.