Today kicks off Packaging Première & PCD Milan, the premier event for the world of luxury packaging, which will bring creativity, innovation and future visions to life in the spaces of the Allianz MiCo (Gate 4, viale Scarampo) until 15 May.
Over 320 exhibitors from 10 countries will welcome professionals, designers and brands in a unique context where art, technology and sustainability come together to portray the future of packaging in the fashion, beauty, wine & spirits, fine food and jewellery sectors through conferences and experiential installations. Among the key figures of the 2025 edition is artificial intelligence, at the heart of an artistic and design exploration by digital artists Andrea Filippi and Gabiele Moschin.
"Packaging Première & PCD Milan 2025 is a crossroad between different worlds - from art to technology, from sustainability to design - that engage in dialogue to map out the future of high-end packaging. This edition offers many insights, where creative visions, concrete innovations and new languages are combined to inspire the industry and bring new ideas to life,' says Lara Castagna, Head of Event at Packaging Première & PCD Milan
Right from the entrance, visitors are taken on a multi-sensory journey, thanks to the collaboration with the Italian Perfumery Institute and Integra Fragrances, who have developed three fragrances inspired by the artistic concept of the edition. The fragrances evoke a garden of the future, where beauty and nature fuse in flowers, fruits and vegetables, creating an experience floating between emotion and imagination.
The Art Gallery showcases 27 works created with the help of AI by international artists and students narrating a new aesthetic, where virtual and real are intertwined. The works were realised thanks to the support of the technical partners Grafica Valdarno (for the printing of the works), Fontana Grafica (for the supply of canvases on which the works are printed) and Luxoro (for embellishment and decorative solutions).
Within the exhibition space, an area is dedicated to Avant-Garde, the Packaging Première & PCD Milan initiative that enhances the industry's most innovative projects in terms of sustainability, design and materials. The winners of the fourth edition of Avant-Garde will be presented with an award on Thursday 15 May at 11 a.m. at the Main Stage. Another highlight will be the Design Hub powered by Avery Dennison, a gallery dedicated to the visual storytelling of brands through packaging featuring some of the best packaging design agencies including Advision, Anisha, Batllegroup, Bulldog, Idem Design, NSG, and Okay Monday.
In terms of conferences, the Main Stage and the brand new Ring Stage offer a rich schedule of talks with international experts, companies and creatives, delving into key topics such as the evolution of packaging, the retail experience, emerging technologies and communication strategies, to name a few.
Packaging Première & PCD Milan 2025 is more than an event: it is a creative laboratory, a glimpse on the future and a space for experimentation. Right here, on Wednesday 14 May, the winner of EVOilàbel - Label Design Contest, the competition for the best EVO oil label promoted by Epson Italia in collaboration with the Associazione Nazionale Donne dell'Olio and Nexidia will be announced.
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.
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