Packaging Première & PCD Milan: between nature, design and (augmented) imagination
From May 13 to 15, 2025, Packaging Première & PCD Milan, the reference event for deluxe packaging will be back. This edition will offer new perspectives and inspirations, driven by the artistic vision of Andrea Filippi and Gabriele Moschin, experts in integrating Artificial Intelligence in their artworks-
After challenging future design through artificial intelligence and imagination with the project Paper Posh, presented in 2024 at Packaging Première & PCD Milan, Andrea Filippi and Gabriele Moschin now unveil a deeper vision with “From AI to AI , from Artificial Intelligence to Augmented Imagination”.
Augmented Imagination, conceived by the two artists, represents an innovative approach that goes beyond the conventional applications of artificial intelligence in the world of art and design. The switch from Artificial Intelligence to Augmented Imagination constitutes a true paradigm shift, with particular impact in the luxury, packaging, design and fashion industries. While AI has improved our ability to both optimize and automate, Augmented Imagination introduces a dimension where advanced technology merges with creativity.
The design story of tomorrow takes shape at Packaging Première & PCD Milan 2025, where nature, intelligence and the future come together. In packaging, depth is on the surface: nature is everywhere and invokes themes of sustainability, research and development of increasingly eco-friendly materials; intelligence is the driving tool for imagination. This progress embraces every sector, from packaging to papermaking to printing techniques, projecting a future of extreme transparency and revealing the heart of each pack.
Lara Castagna, Head of Event Packaging Première & PCD Milan, commented, “Augmented imagination in packaging is the ultimate art of conveying the consumer beyond the physical object, adding a sensory and narrative layer of experiences. It is not just about aesthetics, but also about creating an emotional connection, where packaging becomes the first chapter of a story that continues with the brand and the consumer. It is an invitation to explore, to interact and to dream, turning the packaging into a gateway to new worlds, where imagination and reality merge into an amplified dimension”.
