Is digitalization the future of the paper and corrugated board industry?
In this edition of our ’In Conversation With…’ series, Arco Berkenbosch, chief innovation officer at Smurfit Westrock, tells us how the company’s hands-on Experience Centres, Design2Market accelerated development process, and recent Innovation Event point to the next steps for fibre-based packaging.
Could you tell us about Smurfit Westrock’s Experience Centres? How do they work, and what kind of sustainable innovation do they facilitate?
Our 30 Experience Centres are hubs designed to bring customers, designers, engineers and supply chain experts together in one environment.
While they do display a range of our solutions, the Experience Centres aren’t traditional showrooms – they function as immersive, hands‑on working spaces where packaging challenges can be explored end‑to‑end.
Through in-house design expertise, advanced simulation tools and real‑world testing, we collaborate with customers here, visualising how packaging performs across the entire supply chain – from production and packing, through transport and retail, to consumer use and recovery.
Sustainability is embedded into every facet of the Experience Centres, and the capabilities within them focuses on smart material choices, design and logistics – and how we can improve all these areas without compromising performance.
We’ve discussed the Design2Market approach before, but could you give us an overview of the process and its role in developing packaging?
Design2Market is Smurfit Westrock’s accelerated development process, dedicated to speeding up the journey from product design to availability in-market. In just two weeks, a team of sustainable packaging experts collaborates with a brand to transform ideas into packaging prototypes, providing updates around the clock. Over 200 of these projects have been completed across Europe.
By using insights from millions of data points to benchmark a project’s market position in costs, sustainability, and consumer impact, the Design2Market team can prioritise, manage risks, and refine the best idea into a bespoke value proposition for each individual project. To date, projects have a ~70% success rate.
Success in the Design2Market process does not necessarily mean a product makes it to the shelves. Sometimes an idea is great in theory but isn’t feasible in the real world. The Design2Market process allows us to fail fast; to recognise if something isn’t going to work extremely quickly, and to change approach. That is just as important as getting something right first time and is why customers come back to us to repeat the process.
How does Smurfit Westrock contribute to innovation in packaging processes and supply chains, and what does that mean for sustainability?
Innovation doesn’t stop at the pack itself. We invest heavily in process innovation across manufacturing, logistics and supply‑chain integration. Improvements such as automation, right‑sizing, and harnessing the power of AI help reduce material use, energy consumption and transport emissions.
By viewing packaging as part of a broader system, we help customers reduce total environmental impact through fewer damaged goods, more efficient palletisation, and optimised transport routes. These deliver measurable sustainability benefits while also improving cost efficiency and resilience in complex supply chains.
Do you foresee any upcoming innovations for corrugated or paper packaging, from Smurfit Westrock or the industry at large?
I believe that when people, nature and technology come together, the possibilities are endless. We recently had the privilege of hosting a fantastic Innovation Event, where we brought together innovators from an array of industries to share their experiences of those three areas and – together – look at what is to come.
It was clear that use of AI and digitalisation will continue to play a growing role, from predictive supply‑chain modelling to smarter packaging solutions that improve traceability and reduce waste.
And, of course, sustainability and meeting changing regulations continue to be at the forefront of everything we do. These are not just a requirement, but an opportunity to lead the way: powered by people, guided by nature and enhanced by AI.
Click here to learn more about Smurfit Westrock’s role in packaging innovation.
No comments yet