Metsä Board opens Milan packaging design studio

Metsä Board has opened a new packaging design studio in Milan to accelerate the creation of fiber-based packaging for European customers.

Studio combines AI, simulation, and material expertise

The Finnish firm, known for high-quality fresh fiber cartonboard, launched the facility on July 2. It merges AI-assisted design, simulation tools, and material science to test and refine packaging concepts earlier in development.

Erja Hyrsky, SVP of Commercial Operations at Metsä Board, stated Milan provides a unique advantage. “The city blends a strong packaging ecosystem with a globally recognized design environment. Being on-site helps us work more closely with clients and improve collaboration across key European markets.”

The studio reduces uncertainty in packaging development by validating solutions for real-world conditions faster than traditional methods. Tests cover performance, recyclability, and regulatory compliance before full-scale production begins.

The initiative responds to growing industry demands. Brands must reduce packaging waste, replace fossil-based materials, and comply with stricter regulations while maintaining shelf appeal. Innovation cycles have also shortened, with companies expecting quicker turnarounds and more reliable results.

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Collaborative testing aims to cut development cycles

Hyrsky noted that clients require more than just new ideas. “They need solutions proven for real-world use, delivered faster than ever. By combining design, materials, and data, we can move from concept to validated solution earlier, with greater certainty.”

Ilkka Harju, Packaging Services Director at the company, said the studio enables joint testing with clients. “Rather than developing solutions separately, we can test and adjust them together to ensure they’re ready for the market sooner.”

The method is especially useful for industries where packaging serves both functional and commercial purposes. Food and beverage, pharmaceuticals, and beauty brands depend on packaging to protect products while attracting consumers. For these sectors, early validation can prevent costly delays.

Milan’s selection as the studio’s location was intentional. The city hosts major design schools, packaging trade shows, and consumer brands that value aesthetics and sustainability. Metsä Board already works with many of these companies, and the new facility is expected to strengthen those ties.

This shift aligns with broader trends where brands seek to reduce packaging materials and replace fossil-based alternatives.