Orange unwraps (or rather wraps up) the largest roll of wrapping paper in Belgium, ready to wrap a mountain of Christmas presents #OrangeTower

The Antwerp Tower (5 De Keyserlei, 2000 Antwerp) will look completely different for a spell as of today. Orange has actually hung an enormous roll of “gift wrapping paper” (6.5 metres wide and 100 metres long) high on the prominent skyscraper to kick off the year-end holidays.

The enormous roll of weatherproof ‘gift wrapping paper’ will be used precisely for the purpose it was intended:  to wrap presents. In other words, shoppers can have their year-end presents wrapped in an original manner this year -- free of charge. Orange has in addition to the fabric hanging on the tower, foreseen 3 kilometres of real wrapping paper in the same unique design.

Everyone keen on having their Christmas present wrapped in a distinctive manner this year, can go to the Orange pop-up store on the ground floor as of Monday, 5 December.  The “gift wrapping paper’ will be rolled down from the tower week after week to be cut up into pieces ready for use. Everyone is welcome to have his or her presents wrapped until 25 December.

Orange turned to the Ghent-based design duo Toykyo for the design of the wrapping paper.

What?

Orange rolls out the largest wrapping paper in Belgium, ready to wrap thousands of Christmas presents #OrangeTower

When?

The gargantuan roll of wrapping paper can be admired in Antwerp as of 28 November. The Orange pop-up on the ground floor will open its doors on 5 December at 11:00 AM to welcome the first presents that needs to be wrapped.