Unlike previous printed 3D products, this finishing option is flat and smooth. The world’s first company to use it is the French Champagne house Taittinger. The bubbles on the Taittinger Rosé lens box seem so real that you have to touch the box to realize they are only an illusion. No wonder the jury of Pro Carton/ECMA Awards named the foldable package Carton of the Year 2012. More recognition came at Luxepack in Monaco, where the box received the Prix Formes de Luxe 2012. The stunning hologram-like effect is achieved by an embossing operation made directly in the PET. Only six months passed from idea to product.