Maflex recently launched the creative project ReMatter-ReMaflex through its official LinkedIn company page. The initiative was born with a simple yet meaningful goal: to give new life to old corporate brochures. A tangible gesture of reuse that becomes storytelling—of matter transforming without losing its value, instead gaining a new one through dialogue with art.
The protagonist of ReMatter-ReMaflex is artist Meiko Yokoyama, who reinterpreted Maflex’s paper materials with a poetic and visionary approach. Drawing inspiration from the ancient art of origami, Meiko created luminous black lilies made of paper, placed inside vases constructed from cardboard cores of varying diameters. Delicate and symbolic objects, capable of telling a new story of the Maflex brand without erasing the previous one.
“Value lies in transformation,” says Meiko. “Paper, like all living matter, holds traces of what it once was. My task is to listen to them and give them back form and meaning.”
The project took shape thanks to the vision of Paola Pellegrini, Marketing & Communication at Maflex and creator of the concept:
“ReMatter stems from the desire to make a simple yet symbolic gesture: transforming paper into a story that lasts over time. The identity of Maflex is also built through small details that speak of care, attention, and respect for what has been.”
An initiative strongly supported by Luca Mazzotti, General Manager of Maflex, a long-time advocate of ideas that combine creativity, sustainability, and industrial spirit: “Behind every machine, every brochure, every paper flower, there is a story made of people and values. This project is an elegant way to continue telling that story—without rhetoric, but with depth rooted in the past and strongly focused on the future.”
ReMatter-ReMaflex naturally aligns with Maflex’s production philosophy: every day, tissue converting lines transform jumbo rolls into finished paper rolls destined for store shelves around the world and the domestic or professional spaces where we live and work. It is the value of change, firmly connected to origin and identity.
The artworks by the Japanese artist—who has lived and worked in Tuscany for many years and collaborates with the Lucca Biennale Cartaisia art exhibition—were previewed during the Maflex Summer Family Dinner: the paper flowers and vases decorated the evening with romantic luminous touches and subtle brand references. Each guest had the chance to take home a lily as a keepsake from the annual summer celebration that Maflex organizes for its employees and their families before the summer break.
Meiko Yokoyama’s creations will also accompany Maflex at upcoming trade shows, enhancing the company’s displays with a symbolic presence that aligns perfectly with its production philosophy: transform, enhance, innovate.
In tissue converting as in art: what matters is the ability to look beyond the surface.
