Since its inception, Packaging UQAM addresses packaging design with a clear focus on eco-design and all related issues to user experience. After 10 years of publishing results from packaging design class on Packaging UQAM blog, professor Sylvain Allard is inviting international schools of design to participate to this collective exhibition called Packplay. Consistent with the spirit of openness and the sharing of ideas that characterize Packaging UQAM, the project wants to establish a dialogue and an exchange platform on various aspects of packaging design. More specifically, Packplay is focused on the user-centered design. It is an exercise consisting of deliberately inversing the angle in which we tend to look at the design approach that is starting from the consumer needs instead of the producer’s. As a tool the following graphic identifies some key elements of the user experience in their relationship with a brand and the product. Putting the user at the center of the design process is to first understand their needs and assess whether the packaging is adequate or not.

To make it happen, 9 universities and international design schools were invited to work on a user-centered packaging project. ECV from Nantes, Fashion Institute of Technology from New York, Hochschule für Technik und Wirtschaft from Berlin, Nackademin from Stockholm, LUAS Institute of Design from Lahti , Politecnico Di Milano from Milan, Strate from Paris , University of Montreal from Montreal and obviously the University of Quebec in Montreal from Montreal were asked to engage their students in a challenging common design project. The project will culminate in an exhibition at the Design Centre at UQAM on September 10th 2014 and a book presenting the best work will be published.