MEMORA: Lumson’s new circular design concept
Monday 3rd November saw Milano Circolare
2025 take place as the final initiative of MUSA SPOKE 5 dedicated to sustainable
innovation and circular fashion and design research.
For Lumson, Italian leader in primary cosmetic
packaging, it presented an opportunity to showcase MEMORA, developed in collaboration
with the startup Krill Design and researchers from the Politecnico di
Milano, which embraces a new vision of luxury where beauty and a
positive impact meet in packaging both environmentally responsible and with an
added value consumer experience.
MEMORA PROJECT AND THE MUSA INITIATIVE
With the pilot project MEMORA, Lumson is immersed
in this Milan-born initiative MUSA - Spoke 5 (Multilayered Urban Sustainability
Action) to promote a new model of public-private collaboration, replicable on a
national and international scale. This innovation ecosystem, funded by the Ministry
of Universities and Research under Italy’s National Recovery and Resilience
Plan (PNRR), harnessed collaboration between the University of Milano-Bicocca
as lead institution, the Politecnico di Milano, Bocconi University, the
University of Milan, the Università Cattolica del Sacro Cuore, and numerous
public and private partners.
MEMORA: TRANSFORMING WASTE INTO BEAUTY
MEMORA pilot project is inspired by a notion of reclaiming what would otherwise be cast aside. Its name derives from the Latin ‘memor’, to remember or to be mindful, and evokes a product that provides a bridge between the past and the future that safeguards and respects nature while honouring its values.
As the symbol of a new industrial vision that reinterprets waste and by-products from other sectors – primarily food – into valuable raw materials worthy of a second life (through a virtuous upcycling process), MEMORA turns grape residues into design packaging, thus redefining luxury as an innovative, responsible and mindful process.
At the heart of the concept lies Deluxe, a 50 ml refill jar made of PCR (post-consumer recycled) glass developed by Lumson. Plastic plate, the cover and rechargeable inner cup, is made from ReKrill Uva, a 100% biodegradable bioplastic* developed by Krill Design, an Italian startup specialised in sustainable materials made from food industry by-products. MEMORA’s design is not only an integral part of a circular system, but also the tangible expression of its pillars: Recovery, Reduction, Re-use.
Thanks to MEMORA, Lumson continues to march forwards by redefining the concept
of packaging as a digital tool that might revolutionise the customer experience
and project consumers into a future built on transparency and ethics. Equipped
with an integrated NFC chip, the jar transforms into a real digital
tool that gives consumers easy and instant access to a dedicated brand platform
that harvests data of a technical, authentic, anti-theft and traceability
nature, as well as about dynamic and ethical content (to promote the reuse and
recycling of the packaging). It also supports membership of loyalty programs
and other initiatives.
A new approach that revolves entirely around the consumer, both as the protagonist
and an integral part of the product and brand.
Via this pilot project, Lumson’s desire is to reimagine beauty as
a conscious, authentic and regenerated experience.
*Certified as ‘ok compost industrial’ by TUV AUSTRIA
