With the exclusive packaging it might as well contain jewellery. Photo: BVLGARI

Packaging to Fall in Love With

Only a few days to go to Valentine’s Day and many will have already wondered what they might treat their partner or friend to. In retail this day is one of the highest revenue generators for the whole year. This is why many producers use the opportunity to launch special editions to celebrate the day of love. Proving particularly popular here are the classics – chocolate and fragrances.

The Way to a (Wo)man’s Heart is through their Stomach

Those with a predilection for something special when it comes to sweets will delight at these special editions by the renowned designer labels Giorgio Armani and BVLGARI. Armani Dolci by Giorgio Armani opted for two different new designs for its exquisite individual chocolates packaging for Valentine’s Day in 2017 – alongside the classic high-quality stand-up pouches and metal tins. The “sweet nothings” either come in a classic chocolate box in strong cardboard tied up with a silk ribbon; as the icing on the cake this box comes in a red velvet pouch making the unwrapping an exclusive event. Or the chocolates are sold in a red metal box that opens laterally like a book and contains six chocolates.

To celebrate Valentine’s Day Armani wraps little sweets in velvet bags and precious metal boxes. Photo: Armani

For Italian luxury jeweller BVLGARI the motto is small yet refined. Individually wrapped in tiny boxes reminiscent of trinket boxes, these chocolates become heart-warming little presents. The extraordinary magnetic flap closure underscores this luxurious feel as does the exclusive touch of the tiny boxes in grey and matt gold.

18th-century elegance: the Paris parfumeur Diptyque launches special packaging for Valentine’s Day. Photo: Diptyque Paris

Love is in the air

Strong paper decorated with strikingly colourful motifs – applied by hand or with stamps. In the 18th century this type of coloured paper was used to decorate books, boxes and even walls. Today, this art is almost extinct. Now French Parfumeur Diptyque has set itself the goal of making this art available to the public again – by means of packaging. In cooperation with Atelier Antoinette Poisson, specialised in making this paper, the limited “Rosa Mundi” edition was designed for Valentine’s Day. The line contains candles, soaps and perfumes. Those concerned about their slender figure but not prepared to forego chocolate entirely are perfectly catered to by the Japanese company Koukando. The incense stick producer launches a line that smells of chocolate in February.