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Hi-Cone endorses the ‘less is better’

Multipack specialist Hi-Cone is sponsoring two international exhibitions: The Essence of Things – Design and the Art of Reduction and Hidden Heroes – The Genius of Everyday Things. Both exhibitions are on at the world famous Vitra Design Museum in Weil am Rein, Germany, until September 19, when they will go on tour to partner institution venues around the world.

‘The Essence of Things’ demonstrates how the ‘less is more’ principle of modern design has remained a guiding notion through the postmodernist era up to the present.  Exhibits on display to illustrate this include items as diverse as the Thonet Chair, the Tata Nano, the world’s smallest mass-produced car, and the iPod.  Packaging examples include the Hi-Cone multipack system and the Nivea Crème tin.

The ‘Hidden Heroes’ exhibition will celebrate what the museum describes as the ‘hidden helpers’ – those imperceptible items that are hardly noticed and taken for granted, which nevertheless help people to go about their daily lives.  In particular, these products are very much in tune with people’s new-found sense of responsibility, where environmental and sustainability benefits are as critical as functionality and aesthetics. The Hi-Cone system will be featured alongside other examples including a paper tissue, tea bag, clothes peg, wall plug and paper clip.

Both exhibitions ideally reflect Hi-Cone’s own philosophy that less is better, and at the same time demonstrate the skill and expertise required to develop these ‘simple’ solutions. 

Hi-Cone says that its Side Applied multipack carriers can reduce the volume and weight of can multipacks by as much as 65% compared to alternative materials and formats.  Equally important, the Hi-Cone system means each beverage can or bottle remains completely visible, enabling the primary container to perform its marketing function by establishing and maintaining the brand identity and consumer familiarity that triggers the buying impulse.   At the same time, the convenience and functionality of the multi pack helps to create further positive perceptions of the brand among consumers.
“Today more than ever, consumers are looking for design solutions that are simple, uncomplicated and sustainable and nowhere is this more essential than packaging,” comments Hans-Jürgen Meyer, executive VP of Hi-Cone.  “These values are embedded in our multipack system and this makes it both an ideal exhibit and the perfect sponsor for these exhibitions.”

“In Hi-Cone we have found a highly competent partner,” explains Alexander von Vegesack, director of the Vitra Design Museum.  “It has emerged in the course of our many meetings and discussions that the goals we pursue are very similar.  We simply go together well and are very happy with this cooperation.”


About Vitra Design Museum
Opened in 1989, the Vitra Design Museum is internationally active as a cultural institution that has made a major contribution to the research and popular dissemination of design.  Its activities encompass the production of exhibitions, workshops, publications and museum products, and the maintenance of an extensive collection, an archive and a research library.  Travelling exhibitions are shown at partner institutions around the world.



1 September 2010 - Felicity Murray