Tetra Pak becomes a work of art
been included in an exhibition of everyday "inspired designs
that help make life easier, safer and more fulfilling" at the
Museum of Modern Art (MoMA) in New York. The two cartons feature in
MoMA's current 'Humble Masterpieces' exhibition, which highlights
the clever design of common objects, writes Anthony
Fletcher.
The Tetra Classic package, originally known simply as the 'Tetra Pak' because of its tetrahedral shape was first introduced in 1952, while the Tetra Brik package was launched in 1963. The original Tetra Pak of 1952 has become the foundation of a range of packages of different shapes, sizes and methods of opening and closing, used today for milk, cream, fruit juice, soup and beverages. The company claims that in 2003, it supplied enough packaging material for 105 billion packages worldwide.
Other everyday items on display at the Humble Masterpieces exhibit include the polystyrene coffee cup lid, the canning jar, the screwpull corkscrew and the egg carton.
"Every day we use dozens of tiny objects, from Post-It notes to pie cutters," said Paolla Antonelli, department of architecture and design curator. "If they work well, chances are we do not pay them much attention. But although modest in size and price, some of these objects are true masterpieces of the art of design and deserving of our admiration."
Food packaging is increasingly being seen - and utilised - as a most effective means of marketing, in addition to its primary role of protecting and preserving the product. Speaking at Total 2004, Tim Greenhalgh, managing creative director of UK-based design firm Fitch, puts the challenges facing the food packaging industry in the context of a general change in consumer demand.
He identifies a major shift in the last 20 years towards packaging as the key brand communication tool, reflecting both the uses of the product and the aspirant values of the consumer. One problem though, is that the public is both excited and saturated by brands. "Consumers think there is very little difference in the marketplace," said Greenhalgh. "And people shift their view of brands every 6 months. We live in a remote control culture."
The Humble Masterpieces exhibition is therefore a timely reminder of what forms of packaging have stood the test of time. The message seems to be that a combination of simplicity and ingenuity is the key to success and long-lasting packaging.
"The department of architecture and design seeks a perfect balance between form and function that is best exemplified by the honest and disarming tea bag,"said Antonelli. "We encourage visitors to take a second look at their bags and homes, offices, and other surroundings, and to nominate the objects they think should properly be considered masterpieces."
The exhibition will run until 27 September 2004.
