The Unboxing: Your First Art Gallery (and the History of Kleenex Boxes)

You spent 40 hours throwing a ceramic bowl, carving a piece of wood, or weaving a wall hanging. You poured your heart and soul into the object.

Then you slip it into a generic brown cardboard box, stuff it with crumpled newspaper, and seal it with gray tape.

Stop immediately.

You've just turned a work of art into a "package." You've just broken the spell before it even began.

In 2026, with the rise of e-commerce, the moment the customer opens the box (the unboxing) is the only time you have their full attention. It's your private viewing. It's your portable art gallery.

Max Doré's $2 Lesson (UNDZ)

At Le Socle, we don't just talk the talk. Our founder, Max Doré, built his success on this deep understanding of the customer experience.

When Max launched his underwear brand UNDZ in 2009, he didn't have the budget of major brands for custom luxury packaging. But he had audacity.

Instead of sending his boxers in drab plastic bags, he had a brilliant idea: Kleenex boxes.

Yes, you read that right. In its early days, UNDZ shipped its colorful underwear inside empty (or recycled) tissue boxes.

• It was funny.

  
  

  It was unexpected.

  
  

  It got people talking.

  
  

  And above all, it created a story.

  
  

  The customer wasn't just getting a pair of boxers; he was getting a story to tell his friends.

"Hey, you'll never guess what I received my order in..."

That's the power of unboxing. It's not about money. It's about imagination.

Amazon delivers products. You deliver emotions.

You can never beat Amazon on speed. Don't even try. But Amazon can never beat you on emotion.

When a customer receives a package from a Le Socle artisan, they should feel the difference even before seeing the item:

The Smell: Does it smell like damp cardboard or fresh wood shavings from Saint-Jean-Port-Joli? (A little spray of essential oils on the tissue paper makes all the difference.)

The Sight: Use colored paper, a personalized sticker, or even a hand-drawn design on the box.

The Message: A handwritten note that says, "Thank you, Marie, I hope this bowl brightens your mornings," is worth more than any gold wrapping.

Your company is your ambassador

Stop seeing shipping as a logistical chore. See it as the final step in your creative process.

If your art is refined, your packaging should be too. If your art is raw and eco-friendly, your packaging should be as well (no Styrofoam!). If your art is playful (like UNDZ), your packaging should bring a smile.

At Le Socle, we help our artists align their branding with their packaging. Because art doesn't end when you put down the brush. It ends when the customer's eyes light up when they open the box.