Metsä Board , a European producer of virgin wood fiberboard and part of the Metsä Group, has opened a new design studio in Milan on July 2nd. By combining design, materials expertise, and data-driven analysis, it enables customers to develop more efficient packaging solutions tailored to their needs.
“Milan offers a unique combination of a robust packaging ecosystem and a world-class design environment. Being there allows us to work more closely with our customers and strengthen collaboration in key European markets,” says Erja Hyrsky , Senior Vice President of Commercial Operations.
By combining AI-backed design, simulation capabilities, and materials knowledge, solutions can be explored and tested at a much earlier stage of the process, reducing uncertainty, accelerating decision-making, and shortening development cycles.
“Our customers not only need new packaging ideas but also solutions that have been validated for real-world use conditions, and they need them faster than ever. By combining design, materials, and data, we can move from concept to a validated solution much sooner and with greater confidence,” says Erja Hyrsky.
Co-creation of packaging for real-world performance
The Milan studio is designed for a new way of working. Far from a sequential development process, design, materials, and performance advance in parallel, allowing for improved material efficiency while maintaining performance requirements.
"Instead of developing solutions in isolation, we can test and refine them together, ensuring they are ready for market introduction much sooner," says Ilkka Harju , Director of Packaging Services.
For brands in sectors such as food, pharmaceuticals, and beauty, where packaging plays a fundamental role both functionally and commercially, this integrated approach is becoming essential. With the Milan studio, Metsä Board can participate earlier in its clients' development processes, enabling the co-creation of packaging solutions that are not only visually appealing but also ready for market launch.
