HP just released the Z1, a compact desktop with a screen casing that pops off at the touch of the button. Inside, the guts of the computer are all easily replaceable – without the aid of a single tool. (More information about the Z1 here)

Looking for a way to market the Z1, HP turned to Singapore creative agency GOODSTUPH. The desks, like the Z1, arrive in a flatback box, ready for assembly without a single tool. It’s a clever little marketing concept that equates a piece of high technology with handicraft.

“In conjunction with the launch of the world’s first 27” all-in-one workstation, the HP Workstation family issued twenty invitations to the creative builders of Singapore – architects, animators, photographers and designers, inviting them to assemble their own cardboard workspace.

The 100%-cardboard direct mailer commands a massive total size of 1.6m by 1m, with over 250 cardboard modules.”