Controversa

Boxes that Tell Stories: The Paper World of Controversa

When you see it, it strikes you; when you open it, it wins you over. It’s rigid on the outside, but inside it contains a world that is fluid, creative, and environmentally friendly—the world of Controversa. Amidst dies, plotters, and presses, in a dance of cut-outs and engravings infused with the scent of paper, the Controversa boxes take shape. They are vessels for stories, dreams, and ambitions, crafted with engineering precision yet animated by an imaginative spirit that, like a tailored suit, enfolds and safeguards what lies within. It is precisely from this starting point, from the inside out, that they materialise and come together through a creative process that speaks of a story that began forty years ago.

In 1984, entrepreneur Roberto Zamunaro founded Fustellificio Vicentino, a factory specialising in American dies and paper products, now helmed by his daughter Nicoletta and Accursio Silvio Catanese. Nicoletta’s creative flair complements her father Roberto’s practical approach, forming a union of distinct identities and skills that led to the initial doodle on paper which marked the beginning of “Controversa”. A name that hints at the dual nature of its boxes, a characteristic that slowly made the brand recognisable and sought after not only locally but also nationally, appealing to both male and female audiences.

Who would have thought that something initially envisioned as a simple shoebox would evolve into something far more remarkable? Reversible, customisable, reusable, and sustainable, a Controversa box is more than just a container; it is a considerate gesture towards the environment. Thanks to its optimised design, it avoids wasting any material other than its own casing. Sustainability is the guiding principle that underpins the work of Nicoletta’s team, who strive to create an object that serves both practical and aesthetic purposes.

For a WOW effect, simply turn it upside down! When reassembled in this way, Controversa can become a stylish display accessory. And what better way to enhance an already beautiful box than with illustration? This meeting of worlds has become an inexhaustible source, a universal language communicating to everyone without speaking.

Your entrepreneurial journey started 40 years ago with Fustellificio Vicentino. How and when did Controversa come into being?

Our company, Fustellificio Vicentino, was founded in 1984 from my father’s idea and my mother’s passion. Navigating the generational transition allowed us to develop new ideas and expand our business lines. In this context, Controversa was born: a naturally reversible box. During the Covid pandemic, we were inundated with boxes that facilitated home deliveries of items we could no longer venture out to buy. The world was perceived through a box, which we then discarded. This seemed absurd and profoundly unsustainable, and from this bitter realisation, my solution emerged: a shipping box designed to be reused. When we patented Controversa, I realised we were on the right track, addressing new demands. Controversa is two boxes in one: a shipping box designed to be sturdy and secure, which, being reversible, becomes an object to keep and reuse.

What philosophy and value structure guide the project?

At its core is certainly the concept of sustainability: Controversa is reversible. Once received, it can be reassembled upside down: essentially, the same box used for shipping becomes a container for your objects and, as we like to say, for your stories.

Creativity is another fundamental element that distinguishes the brand, making it unique and special. I have the soul of an artist and love to surround myself with people who believe in beauty. Every day, I work to ensure that the imaginative ability of illustrators, graphic designers, and creatives finds its place on a three-dimensional canvas called Controversa.

From an ordinary object to a masterpiece. Creativity is a hallmark of Controversa. How does it intertwine with the world of illustration, and why choose this form of expression?

We opted for this medium because it allows us to translate the needs of the brands that choose Controversa into something unique. We sought proposals that were never mundane; we placed art at the forefront, and we still do. Along our journey, we encountered exceptional illustrators, professionals capable of transforming ethereal concepts into clear and powerful images. We chose to collaborate with many emerging illustrators because Controversa is unafraid of experimentation and thrives by embracing styles and visions stemming from the talents of those fluent in this language.

Working with cardboard represents a real challenge for you! What direction is the research and experimentation for the project taking?

Our research focuses on discovering and utilising sustainable materials that respect the environment and people. We have been using FSC certified paper and cardboard for some time and we promote the choice of paper derived from textile and food waste. Our experimentation is called Out of Controversa, an offering that includes all the paper and cardboard products designed for activities and brands wishing to express themselves creatively. We began with a cardboard box paired with high-quality paper, giving it various faces and formats, and are now endeavouring to create an entire cardboard world. Through our research and experimentation, we have developed some satisfying products, including the Controversa Pot and Controversa Flip. The Controversa Pot is a cardboard planter that holds peat and seeds, and can be reused as a catchall or “thing holder” after flowering—mine, for example, is on my desk filled with coloured pens. Controversa Flip is the folder that reimagines the concept of a document holder, being an obviously reversible and reusable product with three distinct uses.

Each box has its WOW effect! How do you manage to meet the customers’ needs and encapsulate them all in a box?

We are a team! I started alone, but now we are many. Before tackling each project, we emphasise listening, which is translated into a product. Controversa is not just a box; it is also about prototyping consultation and the honest sharing of ideas. The people I have the pleasure of working with are incredibly talented and serve as the wind beneath the wings of my creativity.

And today, what story does Controversa choose to tell at Christmas?

With the Merry Controversa 2025 catalog, the creative journey of the boxes is enriched with new proposals designed to celebrate the holiday season. From customizable Advent calendars to ready-to-order formats, each solution combines aesthetics, functionality, and sustainability. The signature collections, created by illustrators and Grafiche Tassotti, transform packaging into an emotional and memorable gesture. Controversa Studio expands the possibilities with boxes for food, drinks, travel, and creativity. A paper world that keeps telling stories—even under the tree.

Visit our website: www.controversa.it