MRBAILEY®
SUSTAINABLE FOOTWEAR PACKAGING: BLACK INK PROJECTS, MRBAILEY®, AND MAGICAL MUSHROOM COMPANY®
INSPIRING FOOTWEAR TECHNOLOGY
Concept Kicks designer MRBAILEY® led a team of researchers to explore how natural engineering systems can inspire footwear technology, resulting in the adidas Originals Ozlucent—a progressive sneaker inspired by the lifecycle of the jellyfish.
For the limited-edition release, MRBAILEY® collaborated with Black Ink Projects, co-founded by Haden Gaynor and Matt Dixon, to create packaging that aligned with the biomimetic ethos of the sneakers. Together, they partnered with Magical Mushroom Company® to produce a sustainable mycelium box that reflected the project’s dedication to nature and innovation.
This collaboration demonstrates how cutting-edge design can align with environmental responsibility to redefine product packaging.
“PROVIDES THE RECIPIENT WITH AN INCREDIBLY UNIQUE, TACTILE EXPERIENCE.”
THE PROBLEM
The goal was to design a packaging solution that mirrored the biomimetic ethos of the jellyfish-inspired sneakers while protecting the product during delivery.
While the internal packaging featured an inflated amniotic sac made of sugarcane and cellulose, MRBAILEY® and Black Ink Projects needed an equally innovative outer box to complement the design.
The challenge was to find a material that was both sustainable and capable of protecting the limited-edition sneakers while delivering a unique unboxing experience.
THE SOLUTION
Magical Mushroom Company® crafted a bespoke mycelium box, grown specifically around the internal sugarcane-based packaging, to protect the sneakers.
Made from mycelium and recycled agricultural waste like hemp, the packaging was developed in just days at MMC’s Attenborough facility. The durable and biodegradable box featured an extra-strong lid and was embossed with the adidas and MRBAILEY® logos.
Furthering the innovation, the packaging included a hidden NFC chip, allowing recipients to tap their phone and access a website detailing the sneakers’ design and inspirations. This feature combined storytelling with functionality, enhancing the customer experience.
THE RESULT
The mycelium packaging immersed recipients in the natural world from the moment of delivery, aligning seamlessly with the biomimetic design ethos of the adidas Originals Ozlucent sneakers.
The sustainable Mushroom® Packaging protected the sneakers during transit while showcasing its natural colours, textures, and strength, delighting both MRBAILEY® and Black Ink Projects.
This collaboration between MRBAILEY®, Black Ink Projects, and Magical Mushroom Company® demonstrated how sustainability and innovation can come together to create a product and packaging that point to the future.
“Mushroom® Packaging is like no other material on the marketplace—it provides the recipient with an incredibly unique, tactile experience.
The amazing team at Magical Mushroom Company® has helped turn the dream into a reality, from the design through to the execution. The sustainability credentials are obvious, but the material does not lose sight of e-commerce packaging’s primary job: to protect.”
Daniel Bailey, Owner, Concept Kicks
