What impressed you to pursue a profession within the packaging trade?
Amela Kusuran – What impressed me above all was the interplay between materials and object. Watchmaking is a extremely demanding discipline, the place contact, look, consolation, and precision are important: we create intimate objects that individuals put on day by day. As a scientist, rethinking supplies on this context got here naturally.
Packaging rapidly turned an apparent extension of this work, as it’s unimaginable to design one thing with out contemplating how the thing is protected, introduced, and handed on. I like the concept that materials, packaging, and the narrative surrounding the thing all type a part of the identical imaginative and prescient — a extra accountable one — in a sector that’s continually evolving in response to environmental challenges and altering client expectations.
Which materials has notably fascinated you in your current tasks?
Amela Kusuran – One materials that has notably fascinated me just lately is espresso grounds. I’ve been engaged on remodeling them into a cloth for watch and jewelry packing containers. Past itscircular nature, this mission explores a robust sensory dimension: the scent of espresso, the tactile expertise, and the emotion created when the field is opened. It gives a brand new method of telling the story of an object by partaking a number of senses.
What is without doubt one of the greatest challenges you might have confronted as a younger chief on this sector?
Amela Kusuran – One of many essential challenges has been introducing new concepts right into a sector that has traditionally been extremely codified. Proposing an alternate materials or a extra sustainable course of inevitably means difficult established habits: it’s a must to persuade, clarify, hear, modify… and typically begin yet again. Discovering the best steadiness between innovation and industrial feasibility is a continuing train. As a younger chief, you additionally should discover ways to talk a transparent imaginative and prescient whereas remaining attentive to market realities.
If you happen to might change one false impression about packaging, what wouldn’t it be?
Amela Kusuran – I wish to transfer past the concept that packaging is merely “waste.” When properly designed, it could possibly grow to be a sensible device — reusable, recyclable, minimalist, and absolutely aligned with the thing it accompanies. It protects, enhances, and may even lengthen a product’s lifespan. I’m satisfied that tomorrow’s packaging can be designed with the identical diploma of precision because the product itself and can grow to be a real driver of sustainable innovation.
This 12 months marks the twenty fifth anniversary of Paris Packaging Week. What legacy would you want the brand new technology of Future Leaders to go away for the subsequent 25 years?
Amela Kusuran – I would really like our technology to go away behind a extra accountable and extra human method of making. I hope we could have challenged established fashions and prioritised simplicity, high quality, and a extra round method. If, in 25 years’ time, the trade is extra clear, extra respectful of assets, and extra conscious of its affect, then we could have achieved one thing actually necessary.
What recommendation would you give to younger professionals beginning their careers?
Amela Kusuran – I might inform them to be daring: ask questions, counsel concepts, and specific their perspective. Creativity typically comes from curiosity or a easy statement. I might additionally encourage them to discover completely different disciplines and alter their perspective, because the trade wants recent methods of pondering. Lastly, I might remind them to benefit from the journey: it’s a demanding however thrilling discipline, the place you might be continually creating and inventing.
What does being chosen as a Future Chief imply to you?
Amela Kusuran – It’s a nice supply of delight, however above all a duty. Being a Future Chief means embodying a extra progressive, dedicated, and open method, whereas giving visibility to work that usually occurs behind the scenes and results in the creation of new supplies. For me, this recognition is an actual encouragement to proceed championing innovation that has that means.
Are you able to share an instance of a design, innovation or model that you simply contemplate iconic and clarify why?
Amela Kusuran – One model I contemplate iconic is ID Genève. Their method reinvents watchmaking by combining high-end design, round supplies, and transparency. They reveal that it’s attainable to create a fascinating watch whereas rethinking the whole worth chain, from supplies to packaging. For me, they embody accountable innovation and a really trendy imaginative and prescient of watchmaking.
