Why Xbox spent a year designing the Adaptive Controller packaging

[Joystiq]

Kevin Marshall takes boxes very seriously. It's his job as Microsoft's creative director of global packaging and content, where he oversees design and practicality aspects of the containers for Surface, Windows, HoloLens, Xbox and other products.

"Packaging is really important to us as a brand at Microsoft," he said on a Skype call stacked with technology reporters. A slim cardboard box rested on the table between him and industrial designer Mark Weiser. "It's critical to the successful launch of a product and it's certainly a key element in a rewarding consumer journey."

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