Matthew Waldman of fashion-brand Nooka has been developing a fun but sustainable approach to packaging. One of a series of interviews brought to you by the Heineken Ideas Brewery.

Matthew Waldman is the founder of the popular Nooka watch line. As Chief Designer, he not only spends his days re-considering how a watch looks, but he also reimagines how it’s served. Inspired by Heineken’s new challenge to reinvent the Draught Beer Experience, PSFK.com have interviewed change-making creatives who are constantly reinvents the world around him. We specifically reached out to Waldman because he has been developing a fun but sustainable approach to packaging, guided by his higher-principle that if the buyer isn’t going to keep the packaging, there shouldn’t be any.

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