The 2025 edition of Packaging Première & PCD Milan, the leading event for luxury packaging in the fashion & accessories, beauty, luxury, fine food & drinks sectors, wrapped up: for three days (19-21 May), the spaces of the Allianz MiCo were transformed into a crossroads of visions, materials and ideas, welcoming over 325 exhibitors from 10 countries (Italy, France, Germany, Netherlands, Spain, Turkey, Hungary, India, China and Hong Kong) and a selected and specialized audience of around 8.000 visitors – high-profile professionals and industry experts  perfectly aligned with the goals of the event.

The event confirmed its role as a platform of inspiration and dialogue for the industry players, focusing on key issues such as sustainability, technological innovation and design creativity. The public was able to immerse in a rich programme of conferences, talks and installations, exploring the new horizons of packaging through sensory experiences, special projects and contaminations with art.

Great attention was generated by the olfactory installation realised in collaboration with the Italian Perfumery Institute and Integra Fragrances, which led visitors on a journey between nature and imagination thanks to three fragrances inspired by the artistic concept of the edition - From AI to AI, from Artificial Intelligence to Augmented Imagination - developed by digital artists Andrea Filippi and Gabriele Moschin.

 

Among the most appreciated projects were the Art Gallery 2025, which hosted 27 works created with the assistance of artificial intelligence by international artists and students, and the Avant-Garde area, where the most innovative projects in terms of design, packaging materials and sustainability were awarded.

 

As far as contents were concerned, the two stages - Main Stage and Ring Stage - offered more than 30 talks featuring more than 90 international speakers, among companies, experts and creatives, providing a comprehensive overview of the sector's evolution and upcoming challenges.

 

Another highlight was the Design Hub powered by Avery Dennison, the space dedicated to the visual storytelling of brands through the best packaging design agencies (including Advision, Anisha, Batllegroup, Bulldog, Idem Design, NSG, Okay Monday) and the second chapter of the GINNASIUM project - organised by UPM Rataflac, Vetroelite, Vinolok, Retail Pak, Luxoro, T&K and SenseCatch - which involved five designers from five Italian regions (Veneto, Friuli Venezia Giulia, Lombardy, Tuscany and Calabria) in the creation of gin bottle packaging, including the box.

 

 

“Packaging Première & PCD Milan 2025 confirms itself as a think tank and observatory of excellence on the packaging and trends of the future. The energy, the quality of the content and the involvement of the international community made us proud of the path taken. Our thanks go to the exhibitors, partners, visitors and all those who contributed to this edition,” says Lara Castagna, Head of Event Packaging Première & PCD Milan.

 

During the event, a few recognitions were conferred: the best custom built stand award to Foilco (F68-F72) and the best pre-fitted stand award to Casati (A102). The first one developed an exhibition project from concept to realisation while the second one customised and reinterpreted a basic structure provided by the organisation. A special mention was also assigned to Dabrazzi (C36-C40).

 Special thanks go to the technical sponsors (Grafica Valdarno, Fontana Grafica, Fedrigoni, Grafiche Omnia, Furlanis, D'Auria, Varigrafica, Luxoro) and to the partners (Torresella, DHL Express, Madame Furoshiki, Cucchi, Birrificio 620 Passi, Polyedra, Comieco, Istituto Italiano Imballaggio, Click Agency, Malìa, Italian Perfumery Institute, Essent'ial, Domus Academy, GetPica, Avery Dennison, Integra Fragrances, Materially, Cosaporto).

 

 

The next appointment is for 2026 (19-21 May), with new stories to tell and other visions to explore.

 

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/