Milan, 28 November 2019 – Packaging Première, the selective exhibition dedicated to luxury packaging, is
getting ready for its fourth year. The event is scheduled to take place from 26 to 28 May 2020 in Pavilion 4 at Fieramilanocity.
Following last year’s success, which recorded over 6,700 unique visitors – up by 40% on the previous year
– and 242 exhibitors, Packaging Première is focusing on increasing the number of international exhibitors
and visitors in the light of the recent partnership it has forged with two key events, which take place every year in Paris: Packaging of Perfume, Cosmetics & Design (PCD) and Packaging of Premium & Luxury Drinks,
in its new exhibition format.
These three leading events in the sector aim to share ideas and information, innovations, intelligence and their interpretation of market trends.
As well as being a meeting opportunity for designers, manufacturers and brands that see packaging as an increasingly important communication tool, especially in the luxury segment, Packaging Première is continuing in its aim to promote packaging culture by offering its professional audience a packed calendar of meetings, round tables and presentations, involving international experts, scholars and researchers.
Luxury packaging trends in fashion, wine & spirits, cosmetics & perfume, watches, eyewear and jewellery
will be one of the main subjects at the fourth edition. Thanks to an original and specially developed research project, Packaging Première is looking to offer an up-to-date overview of the quality aspects (shapes, colours, finishes and materials) and the technology dominating the sector in Italy and abroad. The results of this research, conducted in the form of interviews with the main brands, designers, opinion makers and experts, will be presented during the event.
Innovation will be another key theme, which will be explored through a tailor-made format: all the exhibitors will be invited to take part by developing a project that stands out for its creativity, design, materials, experimentation, technology and application. The best projects in the “most innovative products and materials of the year” categories will be assessed by a jury of experts in the sector and displayed in a Hall of Fame.
Packaging Première is confirming its commitment to the next generation and education by renewing its
partnership with Milan Polytechnic – Design Department. It will be supporting the Health & Beauty New
Generation course, which is an experimental and innovative educational project that guides students through a path of study focusing on artistic perfumery, design and luxury packaging. It has also recently forged a close partnership with Turin Polytechnic as part of the level-one Master’s course in Eco Packaging Design: a supplementary, tangible and extremely important educational experience.
Art will continue to play a fundamental role at Packaging Première through the Art Gallery, a dedicated
space that will explore the creative reuse of material generally used for packaging, with a view to boosting awareness of the concept of sustainability.

Info: –
Press Office – Equipe International – Tel.: +39 02 34538354
Giuditta Amisano –
Agnese Paris –
Antonella Nasini –

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