From May 13 to 15, 2025, Packaging Première & PCD Milan, the reference event for deluxe packaging will be back. This edition offers 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, 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 package.

 

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."

 

Easyfairs organises and hosts events, bringing communities together to visit the future. It currently organises 110 market-leading event titles in 12 countries (Algeria, Belgium, Finland, France, Germany, Italy, the Netherlands, Portugal, Spain, Sweden, Switzerland and the United Kingdom) and manage eight event venues in Belgium, the Netherlands and Sweden (Antwerp, Ghent, Mechelen-Brussels North, Namur, Gorinchem, Hardenberg, Malmö and Stockholm).

 

www.easyfairs.com

 

Packaging Première is the selective exhibition dedicated to designers and manufacturers of luxury packaging as well as to major international brands entrusting the safekeeping of their products to containers bearing the tangible, unmistakable mark of luxury all over the world. The world of luxury is visionary and needs to be ahead of its time, of seasons and tastes. Packaging Première showcases novelties previews, provides room for experimentation and innovation, helps managers understand trends and speeds up decision time to enable companies to get to the market first. Protecting and speaking of luxury packaging is a world to itself. Dominated by brands’ strong personality, packaging expresses itself in evocative, original, surprising shapes and relies on a production chain that is designed to pursue excellence from the processing of raw materials to the finished product. Packaging Première is the stage enhancing the entire industry.

 

www.packagingpremiere.it/en/