Interview about House of Smaragd Advent Box, winner of the A' Giftware Design Award 2025
House of Smaragd Advent Calendar is a structured countdown box made from ecological paper and sustainable materials, designed for repeated use. It contains four individually packaged jewelry pieces, each secured in separate compartments. Packaging is recyclable and reusable, reducing environmental impact. The box design allows for controlled access to each compartment, maintaining the element of surprise while keeping the items protected.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsFrom the very beginning, our vision was to demonstrate that sustainability can enhance, rather than diminish, the feeling of luxury. We replaced traditional glossy and plastic-based materials with FSC-certified paper, water-based inks, and recyclable structures, while ensuring every detail — from the tactile texture to the sound of opening — retained a sense of refinement. The concept was built around longevity: instead of being discarded, the box could be repurposed as a jewelry chest, allowing the design to live on far beyond its first impression.
The inspiration came from the ritual of discovery that advent calendars represent — a daily act of anticipation and joy. We wanted to translate that emotional rhythm into the world of fine jewelry. Our research into vintage advent calendars from mid-century Europe helped us capture their narrative charm, which we then reimagined through clean geometry, precision folds, and modern proportions. This balance of past and present allowed us to create an object that evokes nostalgia while remaining unmistakably contemporary.
The structure was conceived as a symbolic journey through four chapters — each representing one of Smaragd 1969’s core values: heritage, craftsmanship, emotion, and modernity. We tested various modular layouts until finding a configuration that felt both balanced and ceremonial. The sequential opening of compartments creates a narrative flow, transforming unboxing into an experience of exploration — a quiet, elegant ritual that connects the user emotionally to each jewelry piece.
During the creative process, we realized that the essence of Smaragd 1969 is not in fleeting surprises, but in timeless elegance and sophistication. The royal direction emerged naturally from this realization, allowing us to emphasize deep, noble color palettes, gold foiling, and architectural symmetry. The transformation brought a sense of permanence and grace, aligning the concept more closely with Smaragd’s heritage — a house that celebrates refinement and legacy.
Working with AJ-Graf Matbaa was an essential part of realizing this vision. Translating our digital 3D concept into a tangible form required micro-millimeter precision in folds, drawer mechanics, and magnetic closures. Together, we refined over ten prototypes to achieve perfect alignment and durability. Their technical mastery allowed us to preserve every delicate design nuance while ensuring the box functioned flawlessly, reflecting both aesthetic harmony and engineering precision.
Our approach was to treat tradition and modernity not as opposites, but as complementary forces. We combined traditional printing and embossing craftsmanship with minimalist, architectural geometry. The tactile velvet paper and matte gold detailing recall classic jewelry boxes, while the clean forms and modular logic bring a distinctly modern identity. The result is an equilibrium that mirrors Smaragd’s essence — a brand where heritage meets innovation.
Among the most influential discoveries was a vintage perfume chest from Paris, featuring layered drawers and hand-lined interiors. Its hidden compartments inspired the multi-tier experience of our box. We also studied hand-crafted jewelry boxes where the imperfections of handmade details gave them soul. This insight guided us to keep a subtle human touch in an otherwise highly structured design — balancing precision with warmth.
The project challenges the traditional idea that luxury packaging must be excessive. We believe the future of luxury lies in emotional longevity and sustainable beauty — creating objects meant to be kept, not discarded. The Advent Box proposes a new model: packaging as heirloom. It sets a precedent for brands to see packaging as part of the collectible experience, merging craftsmanship, emotion, and environmental responsibility into one enduring form.
We conducted extensive testing with FSC-certified papers, biodegradable laminates, and vegan adhesives to find materials that offered both resilience and refinement. Each paper sample was evaluated for folding strength, texture memory, and compatibility with metallic foiling. The chosen combination achieved a tactile softness and structural firmness, delivering the sensory richness of luxury while meeting our sustainability standards.
The A’ Design Award recognition validated our belief that sustainability and storytelling can define the next era of luxury design. It inspired us to continue experimenting with modular systems, recyclable materials, and multi-sensory experiences that go beyond function. This acknowledgment not only celebrates our craftsmanship but also reinforces our mission at Why Agency and Smaragd 1969 — to design packaging that feels meaningful, timeless, and responsible.
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