Packaging Première & PCD Milan 2024

21 - 23 May 2024, Allianz MiCo, Milan

A key event for deluxe packaging in the fashion, beauty, jewellery, fine food, wine & spirits sectors, Packaging Première and PCD Milan presents new product developments and offers insights on market trends and talks and conferences which, for the entire duration of the event, examine issues that are able to shape the future of the sector.

In particular, the conference programme focuses on a number of key areas, including future trends in terms of sustainability and technology, the most innovative materials and new developments in the world of packaging for the luxury and beauty sectors. Significant case histories in the field of design and branding accompany the conference programme, thanks to the presence of keynote speakers and guests of international level, including Andrea Filippi, Charles van Reij (Cradle to Cradle), Chris Egger (Portofino Dry Gin), Jungwon Heo (Amorepacific), Mario Di Paolo, Eva Lagarde and many others.

Day by day. The programme starts on 21 May with the presentation of the Home Fragrance project, developed by students of the Italian Perfumery Institute and CFF, followed by a focus on the evolution of bio-based plastics in cosmetic and deluxe product packaging. In the afternoon of the same day, there’s 3D printing and the role of the packaging of luxury products with its rules of communication. On 21 May, Dom Pérignon is the subject of the talk which is focused on the creative exploration carried out by Juliette Clovis on the iconic champagne bottle. The artist has produced for the company a limited edition of 50 pieces that demonstrate a new way to reinvent packaging in a continuous search for perfection. To close, a conference on the theme of interaction between craftsmanship and technology given by Mario Di Paolo.

On 22 May, the second day of the event sees on stage brands of the calibre of Kiko, Portofino Dry Gin, Bally and Garnier. It opens with “Paper Posh”, an augmented imagination project developed by artists Andrea Filippi & Gabriele Moschin and applied to futuristic and visionary shopping bags created with generative Artificial Intelligence. This is followed by Ginnasium, the first neuromarketing case study of gin design, in a conference which will examine the use and combination of elements that compose the design system of a bottle of gin: paper, printing techniques, embellishment, bottles and closures, to understand their effect on the consumer’s emotional response. In the afternoon the stage is given to important design agencies ready to discuss the changing relationship between clients, suppliers and designers, with a view to create a manifesto of intentions for sharing and not competing. To close, an examination of the concept of sustainability with relation to creativity and the budget, a talk about luxury and creativity.

The last day of the event opens with the award ceremony for Avant Garde projects and the announcement of the most innovative packaging of the year. Over the day, the focus will be on the optimisation of packaging in the cosmetics sector, and of refill cosmetic products in the context of sustainability, but also of attractiveness for the customer. Not to be missed is the conference given by Pantone on the use of colour, and the following conference on trends characterizing the South Korean cosmetics market moderated by Eva Lagarde, featuring guests such as the Amorepacific brand and Joo Seol-Ah, Creative Director and Founder of the South Korean design agency, dyr Joolia.