July 23, 2015
WESTBOROUGH, MA – Avery Dennison RBIS (NYSE: AVY), a global leader in apparel branding, labeling, packaging, embellishments and RFID solutions, is pleased to announce their latest collaboration with Concepts, the popular streetwear, skate and sneaker store known for retailing rare and limited-edition products. Together, Concepts and Avery Dennison RBIS created customized packaging for the release of the latest Concepts x Nike SB shoes, The Grail Collection, which will be available for purchase Saturday, July 25, online and at Concepts stores in New York and Boston.
The four limited edition boxes feature unique designs and innovative construction, titled the Puzzle Box, Tomb Box, Grail Box, and Stained Glass box, are “inspired by the grail and the earnest pursuit for something that is sought after,” according to John O’Connell, global head of market development and packaging for Avery Dennison. The Puzzle Box, for example, is crafted from pinewood and features a secret lock mechanism which users are challenged to solve in order to open the package.
The Tomb Box is created from cement and wood and weighs 11 pounds. “We wanted to blow the sneaker heads away with this collaboration with Concepts,” said John O'Connell. “These ingenious shoeboxes are totally unexpected and are as collectible as the sneakers inside.” The limited edition packaging and sneakers will be exclusively released online at cncptsintl.com and at two launch events in Boston and New York this week. The Boston launch party will be at the W Hotel on Friday, July 24, where customers will get a first-hand look at the new Nike SB collection.
The festivities will continue through Saturday, July 25, where the collection will be featured at Concepts’ New York City pop-up shop in SoHo. “We’re excited to introduce our customers and fans to our newest collection,” said Matt Osbourne, Creative Director and Designer at Concepts. “In collaboration with Avery Dennison RBIS, we have created packaging to tell a unique and customized story about The Grail Collection.”