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Interesting piece from The Dieline on packaging delivering a new physical and more tangible experience of the brand. Great quote midway in the article from Chris Williams, a designer at AKA Design Studio: “… the Chanel bag is the one that ends up being held on to, folded up and put away in your closet, to be re-used when the time is right. The iPhone box is the one that you can’t bring yourself to throw away…”