2023 | Professional

MUSE Design Awards Silver Winner

AR Packaging

Entrant Company

Deutsche Telekom Design (in-company)


Conceptual Design - Other Concept Design

Client's Name

Deutsche Telekom

Country / Region


AR Packaging – sustainability as an integral part of design

With AR Packaging, we designed a packaging that transforms into a digital, immersive experience: When the QR code on the box is scanned via the camera of a smartphone or tablet, the plain-looking packaging comes alive, guiding the user through the unboxing process and product configuration. The result is a better and more interactive relationship with our customers and a huge amount of material saved.

Augmented Reality (AR) is not a new technology and has been used to enrich packaging before, but these solutions were more game-driven and not approaching the problem from an environmental angle to reduce printing, combined with helping the user discover and install the product.

Our solution is an app that leverages AR technology to reduce material and printing while providing users with a digital unboxing experience that gives them intuitive guidance on how to set up their product.

With AR Packaging, we want to provide the maximum experience, with as little material as possible.

AR Packaging shows how augmented reality can take progress toward more sustainable solutions to a new level. It rethinks the way of how to design the outer wrapping of a technological product, giving its box a completely new meaning. The packaging is no longer just a wrapper that protects the content, but a tool for explaining the content and its functions.

AR Packaging enables further savings in paper, ink, and processing. In addition, it offers users the possibility to directly connect with the product, guiding them through an immersive experience of unboxing and product configuration.


Deutsche Telekom is one of the world's leading integrated telecommunications companies. We are present in more than 50 countries. With a staff of some 216,500 employees throughout the world, we generated revenue of 108.8 billion Euros (2021).


SVP Design & CX / Deutsche Telekom
Monica Dalla Riva
Experience Design Director / Deutsche Telekom
Alexander Ahnebrink
Senior Experience Designer / Deutsche Telekom
Michael Schiffer
Experience Designer / Deutsche Telekom
Andre Hanisch
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