From today until Thursday 22 May, Milan welcomes the international leaders of deluxe packaging for a new edition of Packaging Première, the reference event for professionals in the luxury sector and an essential destination for anyone wishing to anticipate the trends and innovations shaping the future. The event is renowned for its ability to interpret market evolution, embracing key industries such as beauty, fashion, jewelry, wine & spirits, and premium food. The 2026 edition places a special focus on the ideas and supply‑chain transformations redefining the industry, with more than 310 exhibitors from 21 countries.
In a world moving at increasing speed, Packaging Première celebrates the value of time: the time required for design, experimentation, and the meticulous craftsmanship that transforms an idea into something tangible and meaningful. This year, craftsmanship stands at the heart of an ongoing dialogue with industry—where contrasts do not create tension, but inspiration. The concept, titled Paper Tracks, was developed by Elisabetta Bonuccelli, founder of Unokostudio. In Paper Tracks, paper becomes a narrative: an interplay of folds, material, and gesture. Each weight, hue, and finish becomes a trace of diverse skills meeting and renewing one another, generating innovative solutions.
All these influences and inspirations come together in Paper Tracks – The Gift, a limited-edition item that leaves a legacy: an rpm record produced by Europress Vinyl in collaboration with technical partners Eurographic, Fedrigoni, Furlanis and Luxoro, which gives shape to the artistic concept of the year. Designed to be discovered slowly, layer by layer, until you reach the heart: a vinyl record enclosed in an origami-style sleeve inspired by the Japanese obi, featuring two tracks by Ocrasunset, an artist renewing his collaboration with Packaging Première for the third consecutive year.
“Packaging is evolving decisively toward experience and storytelling. It is no longer just a container, but a tool that tells stories, creates emotional connections, and becomes a natural extension of a brand’s identity. The sector has undergone a true shift in mindset, embracing genuinely innovative models. Materials are evolving along distinct yet complementary paths: on one side, the development of bio‑based solutions; on the other, the creation of highly sensorial surfaces—textures, finishes, and tactile details that transform the physical experience of packaging into a memorable impression,” says Lara Castagna, Head of Event at Packaging Première.
Among the highlights of this edition is the Discovery Zone – Powered by Oropress, a space dedicated to emerging start‑ups, cutting‑edge materials, and breakthrough technologies. Following the theme of the event, an experiential area is devoted to the art of personalization in luxury packaging: inside The Factory, machinery demonstrates live techniques such as screen printing, digital printing, engraving, and embroidery on materials including paper, leather, fabric, and metal, while skilled artisans personalize packaging by hand, underscoring the value of craftsmanship and detail. Also featured is The Beauty Hub – Powered by PCD, an exclusive area dedicated entirely to primary packaging for fragrance, skincare, makeup, and personal care.
The program of talks accompanying the three‑day event offers a comprehensive overview of the sector’s most relevant themes. Among the keynote speakers: Luca Amato, Head of Packaging Innovation and Quality at Dolce&Gabbana Beauty; Massimiliano Ferrari, Graphic Packaging CoE (Center of Expertise) at Barilla; Giorgia Vago, Marketing Director Italia at Bauli Group; Barbara Darra, Global Marketing Manager at Cantina Mezzacorona; Juan Campdera, General Manager at Aktiva | Creative Design Agency; Gianluca Digrisolo, Senior Marketing Manager at Mack & Schuhle Italia; Evelio Mattos, Host at Packaging Unboxd Podcast and Mario di Paolo, Designer, Founder and Creative Director at Spazio Di Paolo. Two conference rooms host the sessions: the Trend Hall, the main stage where brands, designers, creative agencies, and international speakers provide authoritative insights into the trends redefining deluxe packaging; and the Future Stage, dedicated to in‑depth discussions on design, materials, and sustainability.
Design, innovative materials, and sustainability are the three pillars of Avant‑Garde, Packaging Première’s initiative dedicated to innovation. The dedicated area showcases all participating projects, including the winners: Tubettificio Robbiese with Coffee Hub in the design category; MICRORELLEUS with Microauthenfy and Ma Balise with Ephém™ in the innovative materials category; and Seaman Paper Italia with Vela Renew in the sustainability category.
The Art Gallery 2026, titled Folded Realities, unfolds as an immersive journey through three monochromatic rooms—white, red, and black—each conceived as a distinct emotional and perceptive environment. Here, the fold becomes trace, rhythm, and visual tension: a gesture that leaves not only graphic but conceptual marks. Nine artists (Aimonia, Elsa Babkova, Chiara Complice, Michele De Matthaeis, Andrea Filippi & Gabriele Moschin, Mariia Khomenko, Yuliya Daria Salukvadze Songo, Viktorija Selusenkova, and Li Tao) were invited to interpret the theme through a triptych: one white work, one red, one black. The three pieces converse as parts of a single project while maintaining autonomy within their respective rooms. Each colour is paired with a musical track by Anna Ox, used as an emotional and rhythmic impulse.
Registration is mandatory to visit Packaging Première and is available at packagingpremiere.it. Admission is free and reserved for industry professionals.