The Rider is a playful rocking horse that reuses and reinterprets Samsung’s Serif TV cardboard packaging and promotes the interaction between kids and parents
THE CHALLENGE
The Dezeen x Samsung “Out of the Box Competition” was a global contest that challenged contestants to design innovative new objects for the home that can be made by repurposing cardboard TV packaging. It was based on Samsung’s Eco-Package concept, an honouree at CES Innovation Awards, that proposed to simplify packaging design to its most basic elements. Each cardboard box now features a square dot matrix pattern and, when the box is opened out flat, it can be used as a guide to create a range of different objects for the home by cutting and reassembling it. The Rider was awarded second place over 1,500 design entries from more than 80 different countries around the world and it’s available on Samsung Eco-Package website.
TARGET PUBLIC
The design was envisioned for kids between 3 to 5 years old and dimensioned to make the most of the available cardboard, reducing waste. At the same time, all the visible parts are clear from other distracting graphical elements, ensuring an overall neutral and pleasant aesthetics.
DESIGN STRATEGY
The main idea comes from the central graphic element in the package: a TV icon that resembles a horse saddle. It becomes so the starting point to design a simple and archetypal horse silhouette, carefully placed around the “saddle”. The combination of these elements allows for easy recognition and instant empathy.
ASSEMBLY
The package cardboard capabilities such as thickness, stiffness and flexibility were thoughtfully studied to ensure a stable and sturdy object, even with a dry assembling (no glue required at all). The fastening elements were carefully planned to add surprising and attractive details: a head with muzzle and crest, four legs and a tail. The final result is an entertaining home object that also serves a decorative purpose due to its strong identity.
Official competition photos with Eco-Package model by Benjamin Swanson for Dezeen.
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