Design Icons: Tetra Pak cartons star in line-up at Harrods

The unique design qualities of Tetra Classic cartons are being celebrated in a prestigious new design exhibition co-ordinated by Harrods, the upmarket London department store. ‘Design Icons’ seeks to explore the links between designers and their products, and cartons were at the heart of the recent, star-studded launch event (http://designicons.harrods.com/)

Tetra Classic, the original iconic carton, and its creator, Dr Ruben Rausing, have been selected as one of just 30 design icons to be recognised. Other icons include the Apple iMac, Baccarat vase, Pucci dress, and Flexform chair.

As well as being acknowledged for the integral impact Tetra Pak has had on modern life and design, the modern carton has also been strutting its stuff with celebrity guests at the ‘Design Icons’ launch event, held at Harrods on April15th. All the mineral water served to thirsty stars was presented in specially designed Tetra Prisma Aseptic 500ml cartons.

It included a series of six lectures from the biggest names in design, including fashion designers Roland Mouret, and Vivienne Westwood, and St Pancras architect Alastair Lansley.

The ‘Design Icons’ exhibition runs between the 14th of April and 24th of May at Harrods and the Design Museum and is being supported by a major London-wide advertising campaign which features Tetra Pak’s heritage package– the Tetra Classic.

Peter Knutsson Managing Director, Tetra Pak UK & Ireland, said: “Great design simply makes life better. You could say it’s in our DNA, as Tetra Pak’s success was entirely founded on a vision that was truly innovative for its time. It’s great to see our original vehicle for innovation celebrated, but especially in light of the way it has evolved and continues to shape our future.”

“Today, great design has many challenges, most notably minimising environmental impact and we’re pleased that the carton remains as commercially and environmentally sound as it was all those years ago,” he said.