Experiencing Materiality Without the Material

LUSH is a brand built on ethical values, with a strong focus on organic ingredients, fair trade, and recycling systems. Knot Wrap is one of the brand’s most iconic products—a reusable fabric wrapping made from recycled plastic bottles, embodying LUSH’s sustainability philosophy.

However, Knot Wrap is a paid product. Given the relatively low price range of many LUSH items, it is not always feasible to offer it as a standard packaging option. This limitation led us to ask a key question:

“Is it possible to deliver the experience of materiality without using the actual material?”

The LUSH Korea design team created a paper sleeve by photographing an actual Knot Wrap, carefully tied and styled to capture its texture, volume, and softness. When wrapped around a box, the printed sleeve creates the illusion that the product is wrapped in real fabric.

This design goes beyond decorative graphics. It is an example of experience-driven design, where materiality is perceived rather than consumed. By translating the tactile and emotional qualities of fabric into a visual medium, we were able to communicate the brand’s values without additional material production.

This project proposes a practical approach to sustainability—one that balances environmental responsibility, cost efficiency, and meaningful brand experience through design.