How to explore the potential of great packaging design? 25 designers performed live the art of packaging design for a period of 25 days with unlimited creativity. They launched a public event and created more than 250 outstanding packaging designs in a unique pop-up-store within an art gallery and spread it over webcam worldwide and round the clock. Designers from all over the world joined the experiment in Hamburg and online – the first design lab community! There were 500 webpage visits per day, 400 blog posts, hundreds of visitors to the live events and the exhibition, plus large press coverage in trade and general media, online and offline.