Packaging becomes artwork

Petja Montanez


Art: artpump by Petja Montanez
Location: Slovenia
Project Type: Concept
Packaging Contents: Artwork
Packaging Substrate / Materials: Tetra pack, pet bottle, yoghurt pet, can packaging as modules
Material: Ceramic gypsum
Printing Process: Handmade with acrylic, reused packages, reused paper container, digital print by PeakPrint

ARTPUMP & MAYER McCANN – When packaging becomes an art piece

For the 2019 Christmas and New Year time Mayer McCann asked me to prepare a very special gift for special client relations, different companies and executive boards. The concept revolved around a sort of artwork created out of the main product of the companies we were addressing.

It’s the fantastic art spirit that stimulates art moods of artworks that lead to creating true pieces of art, which means that any industrial package can be turned into a limited-edition art gift called ‘Artistic Spirit’ (working title) when in the hands of an artistic spirit.

artpump® is the ultimate artistic reimagining of objects and personalities. Objects, sneakers, clothing and accessories art-pumped by artist Petja Montanez. “If you change the way you look at things, the things you look at will change.”

We started by finding the right mould in the form of a ‘package can’ that could work as an art piece itself for the person we selected to receive our personal(ized) gift. With it we created ceramic gypsum casts, which were then used as a medium for various package moulds, dried and coloured as selected art moods like Mondrian, Miro, Jackson Pollock & Wassily Kandinsky.

‘Artistic Spirit’ is not for sale, so no commercial results are available. However, the project did contribute to super positive image building amongst the most demanding target group imaginable – marketing directors and CEO’s. They are not easily impressed, but our unique gift got them excited while also highlighting the iconic fresh values of two united brands – artpump & Mayer McCann. Together we rose to a whole new category by using existing packaging as mould assets. For us, the project once again underlined the creative power of having an iconic and ownable brand asset to work with.