In just one week, Packaging Première & PCD Milan, the reference event for the deluxe packaging sector, will open its doors. A strategic moment to explore market trends, present innovations, and strengthen relationships within an environment of excellence and creativity.
Scheduled from 13 to 15 May 2025 at Allianz MiCo (Viale Scarampo, Gate 4), the upcoming edition will offer insights into the world of artificial intelligence, exploring art and design, thanks to the vision of Andrea Filippi and Gabriele Moschin, experts in integrating AI into their works. The graphic art theme chosen for Packaging Première & PCD Milan 2025 is "From AI to AI: from Artificial Intelligence to Augmented Imagination": while AI has enhanced our ability to optimise and automate, Augmented Imagination introduces a dimension where advanced technology blends with creativity. In packaging, depth lies on the surface: nature is everywhere and recalls themes of sustainability and eco-friendly materials; intelligence becomes the tool that drives imagination. This evolution affects every sector, from packaging and paper converting to printing techniques, projecting a future of extreme transparency and revealing the true soul of each package.
The journey into this revolutionary world begins at the Art Gallery, the event’s artistic space, where creation becomes faster, supported by new tools, software, data, and processes that enable it to manifest in various forms. Here, virtual becomes real, showcasing how tomorrow design is shaped by intelligence, imagination, and ideas. Five artists (Aimonia, Eagle Victory, Michele De Matthaeis, Paula Carro Maia, Celine Shen x Washmachine) and four students (Ashley Valentina Zaniboni, Antonina Tina Kake, Yoana Biserova Doneva, and Elsa Babkova) from NABA Nuova Accademia di Belle Arti, Domus Academy, and HAMK Häme University of Applied Sciences will exhibit a total of 27 works, available for purchase throughout the event. These pieces have been created with the assistance of AI and brought to life thanks to the technical support of Grafica Valdarno (for printing) and Fontana Grafica (for canvas supply).
To make the experience even more immersive, students from the Italian Perfumery Institute – a prestigious school dedicated to the study of fragrance and sensory experiences – in partnership with Integra Fragrances - an Italian excellence specialized in the development of scent identities for brands and their diffusion in environments through innovative technology - have created three bespoke fragrance journeys. Inspired by the artistic concept of the 2025 edition, the scents evoke a garden of the future, where beauty and nature merge in flowers, fruits, and plants. The floral fragrance recalls an ancient, legendary oasis with notes of orange blossom, peach, jasmine, tuberose, and ylang-ylang. The fruity scent captures the creamy sweetness of ripe peaches. The vegetal fragrance transports visitors to an esoteric place, a secret garden filled with mint, basil, sage, green tea, and lettuce.
These fragrances will welcome visitors at the entrance, the reception area, and the Art Gallery, offering a multi-sensory journey where every sense is involved in a unique experience.
Within the exhibition space, an area will be dedicated to Avant-Garde, the Packaging Première & PCD Milan initiative aimed at promoting and supporting innovation in the packaging sector. Three categories (sustainability in the production chain and project execution, innovative design for aesthetics and functionality, and innovative materials), twenty-five selected projects, and a panel of eight expert jury members will culminate in the awarding of three winners and a special mention. The Avant-Garde Award Winners Ceremony will take place on Thursday, 15 May at 11:00 am.
Another must-see section is the Design Hub powered by Avery Dennison, an authentic artistic gallery highlighting the spirit of collaboration between branding and packaging design agencies. The space will showcase outstanding technical and artistic creations, demonstrating how design serves as a narrative tool capable of expressing the uniqueness of each brand with elegance and innovation. Participants include Advision, Anisha, Batllegroup, Bulldog, Idem Design, NSG, and Okay Monday.
Throughout the three-day event, visitors will have the opportunity to attend a comprehensive talks programme, discussing sustainability and innovative materials, the evolution of packaging, communication strategies to convey authenticity and value to the end consumer, design and branding, and the role of packaging in optimising consumer experience and retail environments.
Must-see sessions on the Main Stage include: Alberto Lozano Aragonés and Laura Santiago from Suntory Global discussing sustainability in the spirits world; Patrizia Caldera (Framesi) and Andreas Wilhelm (PERFUME.SUCKS) addressing how to challenge conventions and communicate sustainability to the end user; Anna Toppino (Xerjoff) analysing strategies and trends in packaging design for retail; Niingjing Zhang (Lancôme) presenting a special project by artist Huda Al Nuaimi for Ramadan 2025; Filippo Sorcinelli, founder of the eponymous perfume brand, discussing the complex challenge of designing niche fragrances within industrial production contexts.
In addition to the Main Stage, the Ring Stage will host dynamic debates on current hot topics, transforming the space into an arena of ideas. Each day will be dedicated to one of Avant-Garde’s three pillars: sustainability (13 May), innovative materials (14 May), and design (15 May).
To bring home a piece of the inspiration and magic experienced at Packaging Première & PCD Milan, visitors can purchase the official event catalogue and an exclusive deck of playing cards at the onsite shop. In the "Deck to Basics" box, each card tells a story — an intertwining of graphics, material elegance, printing artistry, and convivial spirit.
The creation of this deck was made possible through the strategic consultancy of Eco-Shopper, who, starting from a concept by Lara Castagna, Head of Event of Packaging Première & PCD Milan, facilitated a collaboration with Cartamundi Italia for the card production. The playing cards are enclosed in a precious box designed by Valtenna, featuring external embellishments by Luxuro and internal flocking by Fontana Grafica.
“We wanted to create an item that would not only be a keepsake of this edition but also a bridge between innovation and tradition: a small treasure chest of emotions and ideas, able of inspiring every time it is opened,” says Lara Castagna. “Augmented imagination in packaging is the art of transporting the consumer beyond the physical object, adding a layer of sensory and narrative experiences. It’s not just a matter of aesthetics but about creating an emotional bond, where packaging becomes the first chapter of a story that continues with the brand and the consumer. With this project, we aim to offer an invitation to explore, interact, and dream.”
Anyone purchasing the official catalogue or the Deck to Basics box on the opening day, Tuesday 13 May, can visit Madame Furoshiki's stand to receive a special package wrapped according to the ancient Japanese art of furoshiki — refined cloths traditionally used to wrap and transport objects. The Madame Furoshiki space will be open to all visitors, offering the chance to learn how a simple piece of fabric can become elegant, sustainable, and creative packaging.
Registration is required (free of charge) to access Packaging Première & PCD Milan: https://register.visitcloud.com/survey/13niag79jw6y3?translation=2osctdwd2hreg&actioncode=1183. Entry is reserved for industry professionals.