PEOPLE LOVE PAPER: Gmund Papier in Hamburg

Brand identity is more than aesthetics – it is the materiality of design, colour and texture. On 22 May 2025, Gmund Papier brought the spirit of the legendary UNFOLDED festival to the north with the PEOPLE LOVE PAPER event. The event offered a wide range of inspiring and exciting possibilities – from creative printing techniques and extraordinary finishes to unique colour combinations.

The choice of location was no coincidence. Hall 424 in the Oberhafenquartier – with its open spaces and an atmosphere that combines down-to-earthness and character – was perfect for an event that brings the theme of materiality to life. Between old brick walls and concrete floors, the paper itself became an experience.

Around 200 guests from the worlds of design, branding, agencies and printing came to get up close and personal with the most exciting materials.

‘See it. Feel it.’ – this was the motto under which the paper experts from Gmund presented their latest collections, best-selling papers and impressive project examples. It became clear that paper, as an analogue medium, is an ideal tool for brand communication and building brand identity.

Right at the start, visitors were able to choose their favourite colour in front of a bright Gmund Colors stand. In the second hall, a ceiling installation made from Gmund Mother Earth attracted attention. Here, natural fibres could be experienced in action. A genuine natural product with many printing and application possibilities. Glitter and metallic papers were also presented as part of the Paper Experience. Application examples of the new Gmund Moonlight collection and the classic Gmund Colors Metallic demonstrated the special properties and effects of the papers in different lighting situations.

Whether with a dog, industry colleagues or a cool drink in hand, the relaxed atmosphere encouraged visitors to linger and network. Many guests took the opportunity to engage in individual consultations about new ideas for packaging or special print finishes. We were particularly delighted by the variety of project ideas brought along – visitors didn’t just look around, they discussed and searched for application solutions together. Plenty of time was set aside for specific questions about our Gmund services, such as our web shop or our Gmund full service.

One highlight was our interactive feel stations: at the Greenfibra Labs stand, visitors could feel alternative fibres. And anyone who wanted to could take one of our coveted PEOPLE LOVE PAPER T-shirts home with them.

The evening was rounded off by exciting presentations from our speakers. Florian Kohler, owner of Gmund Papier, kicked things off with an emotional start. His interactive presentation not only brought paper onto the stage, but also raised questions such as: How close are we really in a digital world? Where is the feeling? A plea for haptics, value and the importance of the analogue.

This was followed by further creative impulses:

• Stefanie Kuhnhen, Chief Strategy Officer at Serviceplan, spoke in her presentation ‘Future of Green Strategy: Image vs. True Sustainability?’ about sustainable marketing that doesn’t just scratch the surface, but has a real impact – through authenticity.
• In the panel discussion ‘The Beauty of Precision & Perfection,’ Leonie Mohnert, founder of Léonie Corentin Chocolatier, gave personal insights into the importance of design for branding and packaging.

Gmund Papier’s conviction was clear: creativity begins with the material.

This was also reflected in the comments of our guests: ‘An evening of true Gmund spirit. For me, that means a special feel and beautiful materials.’ Others associate Gmund Papier with joy and bright colours. But above all, it was the blend of tradition, constant development and innovation that was in the air in Hamburg that evening. New papers and surfaces bring exciting possibilities and variety to brand communication. Many of our guests went home with concrete ideas, new concepts and that special Gmund feeling.