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Smurfit Kappa’s Post

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429,533 followers

1mo

“The advantage of using Extended Reality technology is that we can get our ideas to our customers faster, which means we can get [their products] into the stores faster.” See why Smurfit Westrock teammates like Senior XR Immersive Designer Kash Walton believe in the power of augmented and virtual reality technologies to make #packaging design faster, more efficient and more #sustainable: https://lnkd.in/em7jBFmD

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XR stands for extended reality and that's an umbrella term that covers augmented reality and virtual reality. The advantage of using extended reality technology as we can get our ideas to our customers faster, which means we can get into the stores faster by doing a digital workflow. Days become hours. Physical mockups can be very time consuming. It's it takes a long time to build the mockups. And then also get them to our customers. And sometimes we have to build multiple mockups and send them to multiple locations. We prefer platforms that allow us to just upload our ideas and then let our customers decide if they want to view it on their computer, on their tablet, on their smartphone, or in VR. They have a headset and they'll be able to move that product around using their fingers. They can spin it, they can place it on the floor. They can scale it too if they need to. Virtual reality is a more immersive presentation platform. It allows the user to walk through the space. What's great about our platform is our customers can be in it at the same time as us. We can both be in this virtual space at the same time and review it together. Once the discovery session is complete, we create a range of carefully crafted conceptual ideas for our customers. Once the customer has selected a concept, we then refine that, adapt it and modify it into their needs. Using our interactive software, we are able to send the customer photorealistic 3D samples. This lets our customers see how the final product will look with their desired finishes and effects. The finishes are really detailed in showing foiling, embossing and pretty much any textured finishes our customers require. This approach not only sells the idea, but also gives confidence to our customers when they move forward into the production process. We used to use physical markups quite often in our process, pretty much every project. Now that's dwindled to only a few depending on how big of the projects are and definitely saves us as designers time physically getting to more of the. Designing them versus physical building. I think technology for us is important for a couple of reasons. One, it differentiates us from our competitors. We have to stay ahead and I think, you know, we are a very innovative company and that's one way that we show innovation. Our customers are expecting us to respond quicker because of the pressures from the retailers, they're having to respond quicker. So technology has been fantastic for us. Using technology like this I believe is very beneficial for not only the client but for us in terms of. Being sustainable, there's less product being shipped and sent, so physical mockups require a lot of material. So there's the paper, there's the board, there's the inks, there's the packaging, and then there's the the shipping. So not only are digital mockups faster, more efficient, but it's also better for the environment.

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1mo

Really impressive to see how XR technology is speeding up the design process!

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