LUSH "Magic Cube"

In-store demonstrators loved to continuously fold and re-fold this interactive Christmas season gift box packaging for their mystified customers!

THE BRIEF
Long-term BoxMart client, LUSH, wanted an exciting and unique Christmas season gift box inspired by a promotional toy, similar to a Rubik's Cube, that continuously folded and re-folded, literally morphing into new shapes. The global beauty retailer approached several packaging companies but only BoxMart could fulfil the design brief, with every compartment usable for product.

BOXMART’S ROLE
BoxMart loves designing unusual packaging solutions and relished the challenge of this highly intricate brief. This gift box starts life as an oversized cube, then transforms into a large rectangle before splitting in half and morphing back into a cube again! No matter how many times the box is folded, turned, opened or closed, the design never stops morphing.

The secret to this ingenious design was four pairs of interlocking compartments, each with a unique one-way locking tab. When interlocked in a specific order they created a never-ending, free-flowing design that, even when filled with products, held its shape.

PRODUCTION DETAILS
Made from recycled E-flute, the flat-packed cubes were supplied to LUSH with simple instructions for quick and easy assembly. In line with the brand’s environmental and sustainability focused ethos, the entire Magic Cube was fully recyclable.

The cubes were litho printed externally with six neon colours and screen printed internally, with the letters on the exterior creating words relating to LUSH as the cube transformed.

Each individual compartment featured a tuck-end lid that opened to reveal LUSH products. The eight compartments provided a secure and protective area to store the products and once they had been removed it became a unique keepsake box.

RESULTS
The Magic Cube's intriguing folding concept was a huge hit with LUSH's in-store demonstrators who loved showcasing it to mystified customers. It also gained a substantial amount of press coverage, especially vloggers who demonstrated the unusual folding concept in their unboxing videos.

The Magic Cube proved to be a very successful Christmas gift and was a sell out in several countries.