Sodra’s pulp creativity woos leading design magazine

VAXJO, Sweden, Jan. 19, 2010 (Press Release) -

Parupu, the chair which Södra Pulp Labs created from its new Durapulp product, has caught the eye of leading international design journal Icon, resulting in an unprecedented collaboration to create a magazine cover from pulp.

"We wanted to do a fiction issue, and the words ‘pulp' and ‘fiction' go naturally together," says icon's deputy editor Johanna Agerman. "Having seen Södra's Parupu pulp chair in Milan, we thought they were the perfect company to partner with on this unusual project."

The result is a die-cut pulp "wrap", designed by London-based graphic design agency Fuel, with a striking formation of tree branches creating a visual dialogue with the paper cover underneath. It became available in a limited run to designers around the world from early January 2010, and is expected to be something of a collector's item.

Thérèse Thelin, Södra Cell's marketing manager, managed the project from Södra's side. "We knew that Durapulp would take us into some uncharted territory, and the creation of the cover for a world-renowned design magazine has been inspirational, if not a little nail-biting at times.

"Working to a tight deadline before Christmas, the pulp in question had to be picked from the warehouse in Norway and catch a plane to London at short notice. With a delay to add to the excitement, we were highly relieved when the printers confirmed that the job was underway, and that a little bit of pulp history was being made.

Södra Cell International president Ulf Edman said: "We are delighted with the result, and hope this special issue of Icon will create a real talking point among designers. Durapulp is unprecedented, and we are confident it will find a great following among designers, as they begin to see its potential."