How Imse Studios combines sustainability and luxury with Bubble Wool

For Evelina Hedberg, the creative force behind Imse Studios, sustainability isn’t just a choice—it’s part of her craft. Nestled in Stockholm, Sweden, Imse Studios specialises in paintings, ceramics, and related workshops.

What sets Evelina’s business apart isn’t just her unique and expressive style but her commitment to thoughtful, low impact practices. She says, “From the very start, I’ve tried to keep the footprint as low as possible.”

But when it came to packaging, Evelina found herself stuck in a bind: the art world’s reliance on plastic bubble wrap. While recycled plastic options were available, those didn’t sit right with her values—or the kind of customer experience she wanted to offer to Imse Studio’s customers. Enter Woola.

Wrapping sustainably, without compromise

Evelina first heard of Woola through a friend. “I was telling her how frustrated I was with the lack of sustainable alternatives to bubble wrap,” says Evelina. “And she told me to check out Woola.”

Intrigued by the concept, Evelina connected with Woola and began experimenting with our wool packaging.

For Evelina, Woola’s Bubble Wool stood out as something that could offer the cushioning needed to protect her paintings during shipping while exuding a premium feel aligned with her brand.

Circular by design

One of the biggest flaws of plastic bubble wrap is that it is typically used once and then thrown away. Evelina’s experience is no different. She had previously tried to keep reusing the recycled plastic wrap her paintings we delivered in, but often, the packaging had such wear and tear after the first use that it was not reusable. 

Even more, it was difficult to change the customers' mindsets and habits, as they were used to using bubble wrap just once and did not think it was precious enough to try to reuse or return it.

This is where Bubble Wool's design, look, and feel offer something that few packaging materials do: it’s obviously circular.

“Bubble Wool feels so luxurious that it encourages customers to return it. People do not think of it as trash after one use. This doesn’t happen with plastic.”

– Evelina Hedberg, Founder of Imse Studios 

Making the most of the material

Evelina stitched our Bubble Wool sheets together to create “pockets.” She slips these onto her paintings to protect them during transportation. After successful delivery, the customers can return the Bubble Wool packing material, so Evelina can use them over and over again.

While most of the paintings Imse Studios sells are pretty big – over a metre in width and height – Evelina sometimes also sends paintings of different sizes to fairs and exhibitions. She has created protective transportation pockets out of the Bubble Wool material for all sizes needed.

“I even used them for transporting my paintings to an art fair recently,” she shares. “They kept the paintings safe during transport, which can otherwise be so tricky.”

Sustainable packaging for precious products like art

We love partnering with creators like Evelina, who are shaping a future where sustainability and commerce go hand in hand. From our product range, Bubble Wool is a great fit for bulky high-value items like paintings. If you want to try it out for your products, you can request samples here.