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BRANDING NEWS: Arjowiggins launches avant-garde campaign to promote 'Curious Matter' paper

Arjowiggins Creative Papers has embarked on a new artistic campaign to promote a new line of 'avant-garde" paper: ‘Curious Matter’. This new, patented paper is the result of an eight-year quest by Arjowiggins Creative Papers’ laboratories to create unconventional paper with unique creative qualities.

To express the new papers’ creative potential, Arjowiggins Creative Papers collaborated with designer Gary Card - a rising star of the London scene and set designer for Lady Gaga. The designer employed wildly eccentric ideas to create an extravagant creature which transformed from the earth by the hand of Man into an explosion of texture and colour.

Designer, Gary Card said: “I really enjoyed using the creative papers because of the different range and different textures I have been able to experiment with in this project”.

Want to know more? Watch a behind the scenes film of Gary Card's creations here: