Smurfit Westrock opens Experience Center in Brazil Focusing on Packaging Innovation

Smurfit Westrock has opened a new Experience Center, which will serve as the company's global benchmark for innovation and the development of sustainable packaging solutions.

The space was designed to allow clients and partners to see firsthand how packaging influences the purchase journey and product performance throughout the supply chain. The aim is to offer an immersive and interactive experience, integrating aspects such as design, logistics, consumption, and sustainability. To this end, the center features co-creation environments, testing labs, an innovation showroom , and a mini-market that simulates real-world retail conditions.

Among the available resources are digital tools such as eye-tracking technology, used to assess the visibility and findability of packaging on shelves, as well as gondola simulations and virtual reality applications. The space also brings together equipment focused on transport and resistance testing, considered unprecedented in the sector in Brazil. The company also highlighted that it holds certification from the International Safe Transit Association (ISTA), a global non-profit organization dedicated to reducing harm during distribution and optimizing resources through packaging design.

According to the company, the initiative seeks to expand opportunities for brands that wish to strengthen their connection with the end consumer, through more efficient solutions aligned with sustainability criteria.

“The São Paulo Experience Center consolidates Brazil as a strategic innovation hub for all of Smurfit Westrock worldwide. Here, we can combine technology, sustainability, and design to support our clients in developing solutions that add value to brands and generate a positive impact on society and the environment, because we want to deliver more than just packaging: we bring care, protection, and creativity to every solution, helping our clients protect what matters most and stand out in their markets,” stated Manuel Alcalá, CEO of Smurfit Westrock Brazil.

With the opening of the new facility, Smurfit Westrock reinforces its global strategy focused on innovation and sustainability, positioning Brazil as one of the company's technological development hubs in the packaging sector.