Packaging Première unveils its new initiatives for 2026: debut for The Beauty Hub and Discovery Zone, the new spaces dedicated to innovation

February 16, 2026

Milan, 16 February 2026 – Packaging Première is expanding its creative and innovative ecosystem with two new themed areas—The Beauty Hub and Discovery Zone—which will debut at the 2026 edition, scheduled for May 19-21, 2026, at Allianz MiCo – Milano Convention Center, further enhancing the event’s role as an international hub for high-end packaging.

After announcing the 2026 concept dedicated to a conscious return to craftsmanship and the value of human touch, Packaging Première now presents the new areas that will enrich the exhibition, offering spaces for meeting, experimentation, and visibility for brands, designers, start-ups, and suppliers.

THE BEAUTY HUB – Powered by PCD

The Beauty Hub is an exclusive area created in collaboration with PCD, entirely dedicated to primary packaging for perfumery, skincare, make-up, and personal care. A space that brings together glass, plastic, tubes, caps, sustainable materials, and advanced solutions, creating a privileged meeting point between suppliers, designers, and brands in the beauty world.

The Beauty Hub was created to foster new collaborations, accelerate innovation, and offer industry professionals a dedicated place to explore the trends that are redefining contemporary cosmetic packaging.

DISCOVERY ZONE – The new home of start-ups and innovation

The Discovery Zone debuts as an area dedicated to start-ups, cutting-edge materials, and technologies that are shaping the future of packaging.

This space showcases experimental solutions and new visions that anticipate changes in the industry, with a focus on sustainability, materials research, and technological innovation.

The 2026 edition further highlights the ideas that are redefining the supply chain, positioning Packaging Première as the go-to platform for those who want to see a preview—what’s coming next.

Start-ups can apply to exhibit in the Discovery Zone following the instructions on the website.

DESIGN HUB – The creative heart of the event

Packaging Première confirms the Design Hub for 2026, a space dedicated to agencies specializing in packaging design and branding.

A creative gallery that celebrates the spirit of non-competitive collaboration: agencies present projects, concepts, and artistic interpretations able to inspire brands and designers.

The Design Hub highlights the role of design as a strategic leverage to convey the identity, values, and uniqueness of brands, offering visitors an immersive journey through aesthetics, technology, and visual storytelling. Once again this year, it will be possible to apply to exhibit in the Design Hub, gaining access to a renowned international stage.

Lara Castagna, Head of Event at Packaging Première, said: “With the debut of the Beauty Hub and Discovery Zone, we are further enriching the Packaging Première experience by creating spaces dedicated to innovation, experimentation, and new packaging languages. These areas have been created to offer brands, designers, and start-ups an international stage for discussion, growth, and visibility, promoting the ideas that are transforming the supply chain. It is a step forward in our mission: to promote dialogue between creativity, technology, and the materials of the future.”

Packaging Première is also enhancing its commitment to promoting packaging culture through an even richer program of content, divided between two conference rooms: the Trend Hall and the Future Stage.

The Trend Hall, the main one of the event, will host international brands, designers, creative agencies, and case studies, offering an influential overview of the trends that are redefining high-end packaging. The Future Stage instead will be dedicated to technical insights.

Registration is required to visit the event and is available at packagingpremiere.it. Admission is free and reserved for industry professionals.

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Source: Selfridges

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