Packaging Première & PCD Milan 2024: a successful edition
Milan – May 24, 2024 – Three days of creativity, sustainability, and innovation: the 2024 edition of Packaging Première & PCD Milan, the leading event in luxury packaging for the fashion, beauty, jewelry, fine food, and wine & spirits sectors, ends today. The event took place in Milan from May 21 to 23 at Allianz MiCo.
Packaging Première & PCD Milan welcomed over 8,300 visitors, who had the opportunity to discover the latest innovations from more than 320 exhibitors from Italy, China, France, Germany, the United Kingdom, Hong Kong, Bulgaria, Finland, Hungary, and the Netherlands.
Visitors were led into a multisensory experience right from their entrance into the pavilion: illusions, optical effects, and experimental music—curated by digital artist Vincenzo Marsiglia in collaboration with Ocrasunset—made the Packaging Première & PCD Milan experience engaging and impactful. A fragrance named Cyber Milk, created by the Italian Perfumery Institute and specially crafted for the event by CFF Creative Flavours & Fragrances, wafted through the environment, creating a striking synesthesia. Complementing the notes of this fragrance, pastry chef Gianluca Fusto of the Fusto Milano pastry brand created a dessert that encapsulated all the elements of this experience.
The Art Gallery, titled Encrypted World, showcased a selection of digital artworks by 28 young talents from the Aldo Galli Academy – IED Network in Como and the Santa Giulia Academy of Fine Arts in Brescia, where Vincenzo Marsiglia is a lecturer. The artworks were transformed into NFTs and entered the crypto world thanks to a collaboration with the Italian platform Openverse.
Great success for Avant Garde, the highly innovative initiative that involved exhibitors, design and branding agencies, material manufacturers, deluxe packaging suppliers, and startups engaged in the ideation and creation of innovative products. 25 projects were exhibited, divided into 3 categories: innovative materials, sustainability, and design.
In the innovative materials category, the standout project was Esacote® BIO BC 100 by Lamberti, a 100% biobased coating obtained from tomato skins through an innovative patented process. It offers excellent water, grease, and oil barrier properties, adhering to sustainability and circularity principles. A special mention went to Qwarzo® for its invisible mineral-based (silica) coating that enhances the performance of the material it covers, particularly paper.
In the sustainability category, the winning project was Rinascimento, a 100% recycled paper produced in a circular economy using waste generated by CM Cartotecnica Moderna in collaboration with Icma Sartorial Paper.
Finally, in the design category, the notable project was Ungsam Vital Ginseng Packaging, created by Revation in collaboration with UNGSAM, which redefined the traditional approach to ginseng packaging.
Packaging Première & PCD Milan offered creative insights and was a source of inspiration thanks to exclusive exhibitions such as GINnasium (a creative exercise in which 5 designers from 5 Italian regions were invited to interpret gin packaging), Paper Posh (an augmented imagination project by artists Andrea Filippi & Gabriele Moschin that, through 14 shopping bags, represented a challenge for the design of tomorrow), and the Materials Library by Materially, a true library of the most innovative materials for packaging.
Many talks and conferences, a total of 23, featured over 80 renowned international speakers, including Fabrizio Rinaldi (Giorgio Armani), Soizic Allain (Dom Pérignon), Andrea Filippi (AI artist), Chris Egger (Portofino Dry Gin), Jungwon Heo (Amorepacific), Gian Giacomo Costa (Garnier) and Juan Mantilla (KIKO Milano), to name a few. The topics ranged from multisensoriality and storytelling to the evolution of bio-based plastics, from originality and creativity to Artificial Intelligence and Augmented Imagination, from the cost of sustainability in luxury to the value of neuromarketing, and design trends in South Korea.
“The participation in this edition has been extraordinary, both in terms of exhibitors and visitors, confirming the growing interest and vitality of the deluxe packaging sector. We thank everyone who contributed to this success, from the leading companies that presented their innovations to the visitors who made the event stimulating. This result further motivates us to continue improving and innovating to offer an even more unique experience in the upcoming editions,” stated Pier Paolo Ponchia, Founder and Director of Packaging Première.
To make the event more responsible, Packaging Première & PCD Milan has initiated a collaboration with Impatto Positivo, a brand launched by the Benefit Society Recuperiamo founded in 2016 by Marco Raspati and Paolo Rellini. Impatto Positivo is a virtuous project that measures and certifies the social and environmental impact generated by the recovery of products at risk of waste through a recovery and redistribution process managed by the Regusto platform. Thanks to this collaboration, the Exhibitor Lounge dedicated to exhibitors has been transformed into a zero-waste and positive impact environment: the social and environmental impact it has contributed to generating has been transparently and traceably highlighted through 4000 Impact Tokens, translating into 8000 equivalent meals, 4000 kg of CO2 emissions avoided, 8000 m3 of water saved, and 12000 m2 of soil saved. Thanks to the adherence to Impatto Positivo, Packaging Première & PCD Milan will be included in the official register of companies and events with a positive impact.
Packaging Première & PCD Milan was supported in its various initiatives by: Fedrigoni Paper, Fedrigoni Self-Adhesive, Artegraf, Global Ribbons, D’Auria, Tipografia Altedo, Luxoro, Kurz, Masseria Surani, Birrificio 620 Passi, Tommasi, Comieco, Kotra, Click Agency, Malìa, Winetage, The Unique Show, Portofino Dry Gin, IED, Hdemia SantaGiulia, Aldo Galli Academy – IED Network in Como, INTHEGARDEN, Goodwings, Integra Fragrances, Promo360, Fusto Milano, Cosaporto, Impatto Positivo, GEA Profumi, Valtenna, New Genius Glass, Italian Perfumery Institute, Grafical, CFF Creative Flavours & Fragrances, Cerve, Caps & Fashion. Among the brand ambassadors are: Pusterla 1880, Luxoro, iMei, Formbags, Flexpet / Frapak Packaging BV, Favini, Cabomet, Besta Pack, and Autajon.
Share this article
Lorem ipsum dolor sit amet, consectetur adipiscing elit Lorem ipsum dolor sit amet, consectetur adipiscing elit
