The new centre brings the company's number of regional centres across Europe to seven and follows the opening of the first UK Experience Centre in Yate, South Gloucestershire in 2012.

The company said the centre is aimed at delivering customer growth through insight and innovation and offers customers hands-on, real-time insights into how to meet their business needs through the implementation of packaging and service innovations.

The building is equipped with technologies and tools including a Virtual Store, a Retail Insight Centre, a Shelf Viewer and a full-screen cinema room. 

The Mold centre is the latest in a series that have opened across Europe as part of the company’s ‘Open the future’ global brand strategy.

Smurfit Kappa vice-president marketing, research and development Arco Berkenbosch said: “These centres are an innovative and refreshing environment where we want to invite our customers to inspire them and show them first-hand how we can help them to be even more successful in their respective markets. 

“They enable us to share our global expertise at a local level directly to the customer. They can then evaluate, tailor and test the packaging in the centre, before any financial investment has been made.”

Smurfit Kappa UK packaging development manager Phil Husband added: “By opening the centre in Mold we are able to offer a localised service that supports businesses based around the region. 

“Visiting the Experience Centre will create a situation where we can clearly define our customers’ needs in the world where our customers are operating.”