DISCOVERY ZONE

The Discovery Zone is the space dedicated to start-ups and innovations shaping the future of the industry.

STEP INTO THE DISCOVERY ZONE

Design Hub powered by Avery Dennison

Where the future of packaging takes shape.

The new area dedicated to startups and the companies that are redefining the boundaries of packaging.
A laboratory of ideas, materials and technologies that anticipate the trends of tomorrow and offer an authentic vision of innovation in the sector.

Step into the spotlight! If you are a start-up working in packaging, innovative materials or technologies, this is your opportunity to give visibility to your innovations.

JOIN THE DISCOVERY ZONE

DISCOVERY ZONE 2026

Discover in advance the innovative start-ups that are part of it

JOIN THEM

aLTER eCO pULP

Alter Eco Pulp is an Italian benefit corporation specialised in the development and production of sustainable packaging solutions that combine technological research, design and environmental responsibility.
The company creates fully plastic-free and tree-free packaging, using exclusively virgin cellulose derived from annual plants such as bamboo and sugarcane, as well as agricultural by-products. Its high-performance solutions are designed for the food & beverage, beauty, perfumery and jewellery sectors.
Alter Eco Pulp promotes a new vision of packaging, where aesthetics, quality and sustainability coexist naturally.

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BRANDERS

Branders designs packaging solutions that go beyond simple containment. Each project enhances the product inside, making the package an integral part of the brand experience, combining innovation, sustainability, and stylistic consistency.

Advanced carton engineering and optimization reduce consumption and waste. The solutions are scalable, suitable for small or large volumes, without compromising perceived value.

Wishbott and Wishbag are protected at the European level for their design, making them unique and exclusive. Branders: distinctive, sustainable packaging built to last.

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KRILLMAT

KRILLMAT is an Italian material innovation company developing REKRILL®, a patented 100% bio-based polymer obtained through the valorization of agro-industrial resources. By integrating natural organic components with bio-based polymer matrices, the company creates materials designed for industrial production and compatible with existing manufacturing technologies such as injection molding, extrusion and rotational molding. REKRILL® enables companies to develop circular products while reducing reliance on fossil-based plastics.

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OVERLAB

Overlab develops Greenverse, an AI-powered industrial platform that digitalizes manufacturing through Industrial IoT, transforming machine-level data into real-time energy consumption and Product Carbon Footprint calculations, batch by batch. Instead of waiting for periodic sustainability reports, companies gain continuous visibility on their environmental impact and can act immediately to reduce it. Real-time data turns sustainability from a retrospective exercise into an operational lever for performance and margin.

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PAPERWISE

PaperWise creates premium paper and board from agricultural waste – plant residues such as stems and leaves left behind after harvest. Up to 47% lower environmental impact than paper from trees and 29% lower impact than recycled paper, designed for brands that value both aesthetics and impact.
Why PaperWise:
• Tree-free
• CO₂ neutral
• Socially responsible
• Certified for recycling
• Home & industrial compostable
• Certified B Corp™

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revita

ReVita is a sustainable paper made by valorizing agri-food waste, without using trees or harsh chemical processes. We transform plant residues into a new fiber for the paper and packaging industry, reducing environmental impact and promoting a circular economy model.

ReVita was created to offer brands a concrete and innovative solution for more responsible packaging, while maintaining quality, performance, and customization possibilities.

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PUT YOUR INNOVATIONS IN THE SPOTLIGHT

Showcase your projects to over 300 exhibitors and 8,500 brands, designers, packaging and sustainability experts.

TAKE CENTER STAGE AT AN INTERNATIONAL EVENT

The Discovery Zone gives you the opportunity to meet Italian and international decision-makers looking for innovations that are redefining the future of packaging.

TAKE ADVANTAGE OF THE EXCLUSIVE OFFER RESERVED FOR START-UPS

Seize the opportunity to exhibit at a leading industry event with an exclusive offer reserved for innovative start-ups.

CONNECT WITH YOUR COMMUNITY, SPARK NEW COLLABORATIONS

Here you’ll meet fellow packaging visionaries, connect with your community, and spark new collaborations to grow your business.

MUCH MORE THAN JUST A PACKAGING TRADESHOW

MEET THE PEOPLE SHAPING THE FUTURE OF LUXURY

300+ SELECTED EXHIBITORS

Step into a world where craftsmanship, technology and creativity shape emotion.

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where ideas become collaborations to create iconic packaging

Enter the Design Hub

Meet some of the best packaging design and branding agencies and get inspired by their works in the Design Hub.

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MEET THE MINDS AND STORIES SHAPING EXCEPTIONAL PACKAGING

CONFERENCES AND DEBATES

Two conference rooms to learn about the latest trends in packaging, luxury, and beauty from top brands and experts

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STEP INTO A WORLD OF ART AND CREATIVITY

Art Gallery

Every year something new: new artists, new artworks to inspire your projects.

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DISCOVER PACKAGING AVANT-GARDE

Avant-Garde AWARD

The contest rewarding the year’s most innovative packaging projects and materials.

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JOIN THE LUXURY PACKAGING COMMUNITY

JOIN THE COMMUNITY

If luxury packaging is your world, this is your place. Meet those who believe packaging is more than just a box.

JOIN THE LUXURY PACKAGING COMMUNITY

Packaging Première is where the art of packaging comes to life.
Here, craftsmanship meets technology, ideas turn into collaborations, and every detail sparks new possibilities. It’s more than an event: it’s the meeting point for the luxury packaging community — a place where designers, brands, and creatives inspire one another and shape the future of the industry together.

If luxury packaging is your world, this is the place for you: a space to explore materials, visions, and projects that are already defining the next trends, one package at a time.
Innovation starts here. Be part of it.

why visit?

It will be a unique event to exchange ideas and inspirations. Every aspect of the visitor experience is designed to help you find new insights and facilitate connections with future suppliers.

When and where

13 - 15 May 2025 Allianz MiCo - Milan

How to get there

Conferences

Hear from industry experts to discover all the latest trends in the world of luxury and beauty packaging

News and insights

Discover the latest updates on our events and many other exclusive contents.

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Fashion e accessori

Alexander McQueen, Bally, Brunello Cucinelli, Bulgari, Calzedonia, Canali, Celine, Dsquared2, Etro, Furla, Giorgio Armani, Gucci, Liu Jo, Loro Piana, Luxottica, Marella, Max Mara, Missoni, Moncler, Moschino, Off-White, Prada, Salvatore Ferragamo, Tod’s, Valentino, Zegna

Wine&Spirits

Bottega, Brunello, Ca’ del Bosco,
Campari Group, Collis Veneto Wine Group, Distillerie Bonollo Umberto, Fantini Group Vini, Ferrari
F.lli Lunelli, Feudi San Gregorio, Lucano 1894, Marchesi De’ Frescobaldi, Mazzetti d’Altavilla, Mionetto, Montenegro,
Illva Saronno

Fine Food

Acetaia Giusti, Barilla, Domori, Ferrero, Gud Milano, Icam, Illy Caffè, Il Paniere Serafini, Lavazza, Lindt & Sprüngli, Maison Macolat, Marchesi 1824, Noberasco, Olivieri, Peck, Rigoni di Asiago, Scarpato, Splendia, Venchi

Orologi e gioielli

Bulgari, Damiani, Kaidor, Locman, Mabina Gioielli,
Marco Bicego, Morellato, Pomellato, Radeztky, Rolex Italia, Stroili Oro, Swarovski, Vhernier

Cosmesi e profumi

Acqua di Parma, Alfaparf Group, Angelini Beauty, Arval Cosmetici, Bios Line, Bottega Verde, Bullfrog, Collistar, Coswell, Dolce & Gabbana Beauty, Dr. Vranjes Firenze, Etro Beauty, Gotha, H. Krull & C., HIC, Intercos, Istituto Ganassini, KIKO Milano, L’Erbolario, L’Oréal, La Prairie, Mavive, Nabla Cosmetics, Nobile 1942, Nouba, Pink Frogs, Professional by Fama, Pupa, Rancé, Scent Company, Selectiva, Xerjoff

Altro

Alcantara, Alessi, B&B Italia, Bormioli Luigi, Hangar Manzoni, H&H Italia, Kering, Moleskine, Pineider 1774, QC Terme, Robilant Associati, Sambonet, The Pomo, The Walt Disney Company, Thun, Treccani, Yankee, Zucchi