This Workshop has been held in Naba in the spring of 2011 with the participation of Tupperware

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Being a Designer

Being a Designer today means many things: to be able to work in a team; to be smart enough to gather the feelings and information around us; to elaborate those information and transfer them to others. But, most of all, being a designer means to be able to listen and understand the client, in this instance Tupperware, leading company in its sector. I believe that this workshop was a great example for students, as the real working environment was very well simulated. Tupperware wanted us to explore the "European Urban Lifestyle", and Milan, which is one of the world capitals for fashion, design, and lifestyle, has been the perfect scenario for the students' researches. Five interesting topics, to be further investigated and developed, were identified through the analysis. The students put all their enthusiasm, knowledge, and interest in the development of their projects: mentoring them was a real pleasure for me. I truly hope that this workshop was an opportunity for everyone to grow and become better designers.

Zoran Jedrejcic, designer

Collaborating with universities

For over 60 years, Tupperware has been designing products that help simplify people’s lives. One of Tupperware’s most important goals has always been to allow consumers to save time and money, by helping them to keep food fresh. Today, Tupperware offers products for food preservation and preparation as well as cookware, storage, and serving items. A few years ago, Tupperware activated several design collaborations with many Universities around the world. The aim was to inspire, support, and develop new ideas starting from the observation of local habits. After Singapore, India, and Mexico, we choose Italy, and especially Milan, for its famous and trendy lifestyle. From the very first contact, Naba was very enthusiastic about the opportunity to collaborate with us. Working within a tight schedule, the project team was able to carry out a thorough and comprehensive research on urban living. The investigations focused on meals preparation and consumption. Inspiring design concepts were developed, all responding to the needs of a new target market for Tupperware: young city dwellers. Some concepts focused on ergonomics and aesthetics aspects of both materials and shapes, while others emphasized practicality and efficiency, in order to respond to the daily needs of our consumers.

Simone Pallotto, product designer
Tupperware™ Belgio

The improvised space

Our objective was to design a Tupperware product for a younger public. With this in mind, we analyzed new ways to eat, which are totally different from traditional ones. We thoroughly investigated food typologies, tools, and places – both private and public – for food consumption. This brought us to identify a new current trend: people eat in new and ‘improvised’ spaces that push them to use their body in different ways.

Selected Project!

How do people eat out?

Once all the information gathered through our research was analyzed, we got to the conclusion that people mostly eat in an “improvised space”, which mostly leads to the necessary use of the body as a surface. We thus designed our new Tupperware product: Speed Ball. In order to do so, we considered all the parts of the body that come in contact with either the food or its container during the meal consumption. From these observations, the idea to design a product that would use the leg surface in a smart and functional way emerged.

Speed Ball, the lunch bag

With its unusual yet simple shapes, Speed Ball introduces a new way to interact both with the food and the place where you consume your meals. Speed Ball is a bag that includes two different Tupperware containers, which enable an easy transportation when closed, and an easy consumption when open as they create a flat surface. The containers are extremely easy to open and close, thanks to the magnet hidden under the logo, which also ensures they are safely sealed. The containers come apart very easily, making the cleaning process more effective, and thus guaranteeing optimal food preservation.

Speed Ball
is a project by:
Gaia Bottari
Antonio Feroldi
Aimone Maltese

“Plate-body” and “plate-food”

How does food help us to eat when on the move.

Mobility definitely changes the overall concept of eating: it influences our relationship with food so much so that food-related habits, gestures, and behaviors are modified. Our research focused on all those kinds of food capable of making the “urban-eating ritual” easier: artificial, man-made (ice cream, kebab, sandwich...), or raw foods that somehow are naturally easy to consume (e.g. bananas, oranges, avocados...). We tried to make an overview of what we called “self-food” and of all connected gestures and behaviors. Finally, we defined two interesting areas: the “plate-body” and the “plate-food”. The first refers to all those behaviors that use part of the body as a tool for food consumption. The second identifies the foods that naturally are perfect containers and/or suggest how to be consumed. We found out that this way of looking at the body and food - as natural eating tools - led to other interesting observations. For example, food can be a disappearing or reversible plate, such as ice cream cones; food can also be either portionable or shareable, like avocados or watermelons, which provide natural bowls.

Playing with spheres

Reversibility, optimization, grip and flexibility

The first step of our research helped us to identify the features that our product should have. We focused on the characteristics of fruit and vegetables: their shape, surface, texture. We especially focused on their ability to be eaten in “different directions” and/or to occupy a flexible space, which depends on them being either empty or full. We noticed that the peel of some fruits (i.e. kiwi) provides some kind of gripping, which avoids fingers to slip. We also carried out some behavioral observations: for example, we reported that while eating ice cream people approach the cone either from the top or from the bottom, using it as a “reversible plate”. Our research and investigations helped us to identify our project’s values: it should be used in different ways (reversibility), it should optimize the space (optimization), it should be easy to hold and handle (grip), and it should be flexible and adaptable (flexibility).

Lady Cocca

Prepare, eat and share with your Tupperware

The final result is Lady Cocca. Lady Cocca is a silicon, spherical-shaped container, which is actually divided in two asymmetrical parts that could be used both during food preparation (as a cooking tool and as a measuring cup) and consumption. We can thus say that Lady Cocca is a “tupperware” that accompanies us from our kitchen into the streets. Each half can be used to transport different foods or two portions of the same dish, enabling sharing and reducing waste. A small bag inside the containers holds condiments and dressings. The rigidity of the container depends on how full it is; once empty, it can actually be flatten to optimize space. Its flexible surface makes it reversible and thus easy to be washed. Its shape and material make Lady Cocca a fun product, easy to relate with: you can play with it and invent a new use for it every time you are cooking or eating your lunch.

Lady Cocca
is a project by:
Michele Bianconcini
Lodovica Guarnieri
Astrid Luglio

Pasta: a volumetric analysis

Pasta plays a crucial role for a healthy living.
Basic element of our culinary tradition, pasta is wrongly considered, and has been for a long time, a true enemy of a fiber-rich diet. Our lunch box enhances the main characteristics of pasta and turns it into a valuable ally:
– for general health
– for easy digestion
– for good mood
After all, pasta is the core of a balanced and healthy diet.

Bento Box for the Mediterranean diet

The system of dividers allows to organize a balanced meal, while preserving the original freshness and flavor of all the ingredients. The bento box represents a simple way to correctly dose the ingredients of a Mediterranean diet, taking into consideration both calories and flavor.


“Mini is maxi” is our motto. This system fully guarantees its effectiveness.

is a project by:
Luca Maria Arosio
Paolo Emanuele Nava

Daily diets

After investigating the daily diet of working people, we discovered that they generally don’t eat much fruit. This is mainly due to how difficult, time consuming, and little efficient it can actually be to prepare a fruit or green salad. Thus, people tend to opt for a quick and cheap meal, though often ready-made.

Chopping fruits

In order to simplify the preparation of fruits, while making it more fun, we tried to create a playful and simple experience for the user. With one gesture only, Steffi allows you to cut different kinds of fruit, and to bring your fresh fruit salad with you.


The product development phase focused on the implementation of a system that would make it easier to cut the fruit. The final solution uses vertical pressure: by pressing the top of Steffi, the user pushes the food towards the bottom container (from which it can then be eaten), through a sharp surface that allows the fruit to be cut in the appropriate size and shape and/or for a specific preparation. Steffi’s dimensions have been designed for easy transportation. All elements are modular, to allow the user to expand the container as needed. All Steffi’s parts are easy to assemble and disassemble, thus enabling easy cleaning.

is a project by:
William Raffredi

Be smart, be cool

Longing for a status? This is your symbol

Our objective is to broaden Tupperware’s target market and reach new groups of potential users that are still unaware that they might need this product. After all, people need to be driven towards new trends, and “bring your own lunch” certainly isn’t that popular yet. We want to widen the product perception and link it to the Milan/Italian context, in order to a niche of potential users that will feel the need to own and use a Tupperware container. The stereotypes of the working professionals in Milan (models, designers, architects, lawyers, businessmen, all creative professionals and white collars), which mostly go out for lunch, are our target market. We want to leverage on their natural passion for aesthetics and combine it to the company’s functionality and efficiency, offering an economic and aesthetic advantage. Using Milan as the perfect city to test new products, Tupperware can offer, instead of the usual containers thus far considered to be anti-aesthetic, an elegant product, functional yet fashionable and iconic. Our “Tupperware” is the perfect example of the much longed-for marriage of form and function.

The new dandyism of food

Life is too short to eat in ugly containers

Since the very beginning, our aim was to enable all Tupperware’s users to experience their lunch break with the same elegance of an English lord, combining dynamism and functionality with aesthetic and glamour. Tupperware Plus is a complete kit (including cup, utensils, napkin) that let the user set the table wherever he wants. He can now stop rushing his lunch, and choose the right spot and consume his meals elegantly, at a slower pace. We chose to design a new kind of “tupperware” that would evoke the qualities of ceramics and bring elegance and enjoyment into the daily routine.

Tupperware Plus

Tupperware Plus is a bowl composed of two semi elliptical shapes held together by a silicone top that easily seal up the container with light pressure. All openings are enabled by small grooves that guarantee a good grip. The user can carry the Tupperware Plus using its ergonomic handles or covering it with fabric. Tupperware Plus comes in opaque white, and it is made of a special resin that feels like ceramics but it is strong while being heat and cold resistant. The Tupperware Plus kit includes a napkin, a cup, a knife, and a “Plus Tool” (tongs+chopsticks+spoon). The rubber grip on the knife and Plus Tool makes them easy to hold.

Tupperware Plus
is a project by:
Sara Ricciardi
Jacopo Sterlocchi


Zoran Jedrejcic
Vito Manolo Roma
tutoring and catalog design
Alessandro Busseni
tutoring, web design and implementation
Vered Zaykosky, Michele Aquila
and Luca Macrì
coordination for the Three-year BA Program in Design at NABA
Simone Pallotto
coordination for Tupperware

with students:
Luca Maria Arosio, Michele Bianconcini, Gaia Bottari, Antonio Feroldi, Lodovica Guarnieri, Astrid Luglio, Aimone Maltese, Paolo Emanuele Nava, William Raffredi, Sara Ricciardi and Jacopo Sterlocchi


NABA, Nuova Accademia di Belle Arti Milano is a training Academy of Fine Arts and Design. Founded in 1980, it is the largest private academy in Italy. In 1980 NABA was legally recognized by the Italian Ministry of Education, University and Research (MIUR). NABA issues BA and MA degrees that are equivalent to university degrees in Design, Fashion Design, Graphics and Multimedia Arts, Communication, Theatre Design, Visual Arts. The three-year BA Programs, the two-year MA Programs and the one-year Academic Master Programs lead to the attainment of legally recognized degrees and to the achievement of educational credits that allow students  to continue their studies in Italian and foreign academies and universities. In late 2009 the Academy became part of the Laureate International Universities Network, a global network of more than 55 accredited institutions of higher education offering undergraduate and postgraduate degree programs to over 600,000 students around the world.

Laureate International Universities Network

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For over 60 years Tupperware has been designing products that help simplify people's lives. Saving time and money for the consumer by helping to keep food fresh has always been one of Tupperware's most important goals. Today, Tupperware offers products for storing food, food preparation, cookware, storage, and serving items.


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