The London Packaging Week has just come to a close, and the winners of the three categories of the Avant-Garde Award by Packaging Première Milan 2025 were among the highlights of its Innovation Gallery. On February 5–6, 2026, they will also be showcased at the Paris Packaging Week, marking the final stop of their international innovation tour.
Avant-Garde Award: what does innovation really mean?
But what does it truly mean to innovate?
The protagonists of the Avant-Garde Award offered insightful answers during the award ceremony held last May at Packaging Première & PCD Milan 2025. Innovation, they explained, is not just about creating something new, but about doing it together – with responsibility. IDP Direct, Raiku Packaging, and Bartoli Spa shared a vision of innovation as a systemic process. Packaging design can no longer happen behind closed doors: it must be integrated, open, and influenced by the broader ecosystem it belongs to and serves.
Design winner – IDP Direct, Winged Bag
For IDP, winner in the Design category, innovation means moving beyond competition to embrace collaboration. If the goal is to innovate, the entire packaging supply chain must move forward together – mutually inspiring and creating value through collective participation.
Innovative materials winner – Raiku Packaging, 100% natural packaging material
Raiku, awarded for Innovative Materials, emphasized that change must begin in the luxury sector, which is called to lead the transition by adopting and promoting sustainable materials, driving the packaging industry toward a decisive transformation of the market.
Sustainability winner – Bartoli Spa, Infinity RePROJECT®
Finally, Bartoli, winner for Sustainability, highlighted the need for balance among aesthetics, functionality, and environmental respect: truly sustainable packaging arises from a holistic approach that considers the entire lifecycle of the material. This is the vision of a new kind of luxury – one defined by product longevity, responsibility, and awareness.
Entries are now open! Ready to innovate together?
Follow this link to learn more!
Source: Selfridges
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