Road-trip concept for Spotify wins packaging competition

A pop-up store made from BillerudKorsnäs material and designed for use in petrol stations has won the top prize when students from Berghs School of Communication competed to package the digital music service Spotify.

Throughout autumn, students at Berghs School of Communication have been participating in a contest to find the best analogue packaging solution for the digital music service Spotify. The competition, dubbed SPICE:14, was held across September and October in partnership between Berghs, Spotify and BillerudKorsnäs.

Road Trip winner
A total of 12 teams participated in the event, each presenting Spotify with two solutions to make a total of 24 entries. The winning concept is called Spotify Road Trip and centres on a pop-up store that can be placed in petrol stations. The idea behind the concept was to exploit the fact that petrol stations are not simply places to refuel, but also environments where customers purchase items to make their car journeys more pleasant.

The team behind the winning concept comprises project managers Sofia Göthlin and Richard Holmquist and graphic designers Sofie Redtzer and Malin Strömblad.

"We were a bit puzzled by the brief," says Holmquist. "How could we make a physical packaging for a digital service? It really forced us to think outside the box."

Benefits for Spotify and BillerudKorsnäs

According to the prize jury, the winning concept shows a clear understanding of users and of the target audience’s emotional drives. It also embodies direct problem-solving and simple distribution, while completely meeting the brief.

Jenny Hermansson is Business Director at Spotify and a member of the jury.

"The winning concept has a clear understanding and a good idea," she says. "We believe in the target group and the concept is nicely packaged. It was also a fierce competition with lots of very good ideas. I’m confident that we will be able to realise a number of the concepts and we are very pleased with the competition."

The competition was run by Jimmy Nyström, Business Development Director, BillerudKorsnäs and Jon Haag, Corporate Innovation Manager, BillerudKorsnäs.

"As managers for the project, we think this year’s competition has reached an entirely new level. The students have worked really hard for six weeks and are presenting concepts that are fully up to the standard of what’s provided by creative agencies. We’re impressed!"

This year’s SPICE:14 competition was the fifth to be held, and it has expanded from a competition for Berghs student to being an integrated part of the Sustainable Packaging Design class at the school.

Read more about SPICE:14 at

For more information, please contact:

Jon Haag, Corporate Innovation Manager, BillerudKorsnäs

+46 702072557,

Jimmy Nyström, Business Development Director, BillerudKorsnäs

+46 703832442

Pål Pettersson, Head of Graphic Design, Berghs School of Communication.

+46 792540239,

BillerudKorsnäs provides high quality paper and state of the art packaging expertise. Together with our global network of converters we develop smarter packaging solutions that save costs, boost brands thanks to improved design, and contribute towards smoother logistics and a cleaner environment. We have a turnover of SEK20 billion and employ 4,300 people in 13 countries.’


About Us

BillerudKorsnäs provides packaging materials and solutions that challenge conventional packaging for a sustainable future. We are a world-leading provider of primary fibre based packaging materials and have customers in over 100 countries. The company has 8 production sites in Sweden, Finland and the UK and about 4300 employees in over 13 countries. BillerudKorsnäs has an annual turnover of about SEK 22 billion and is listed on Nasdaq Stockholm.




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