Packaging Première and PCD Milan: Avant-Garde is back.

Packaging Première and PCD Milan launch the second edition of Avant-Garde, the project that showcases the most innovative, sustainable and unconventional packaging.

Avant-Garde, the initiative by Packaging Première and PCD Milan, is back. Avant-Garde involves the exhibitors directly, inviting them to create products, services or projects recognised as outstanding in terms of innovation in the luxury product packaging sector. The projects must satisfy requirements such as recyclability and sustainability, technological development, digitization, design and brand enhancement.

Avant-Garde will have even more space and prominence during the next edition of Packaging Première and PCD Milan: the projects selected by the jury – made up of university lecturers, designers and industry experts – will be showcased in a dedicated and specially designed section.


Each project will be accompanied by a short description of its innovative features, as well as the name of the creator and its stand number and will be illustrated during a conference with a “timer” format in which each participant has five minutes to present the project and its innovation. This format will offer visitors an overview of all the innovative projects on display, giving them the opportunity to explore those of most interest to them in greater depth by visiting the participants’ stands afterwards.

Coinciding with the launch of the second edition, the first members of the jury are revealed: Paolo Proserpio, Art Director & Graphic Designer, Lecturer at IED, Milan; Patrizia Carella, Senior Graphic Designer at Missoni; Evelio Mattos, Industry recognised packaging design expert, Packaging Podcast Host, Structural Designer, Packaging Professor; Stefano Torregrossa, Founder and Creative Director of O,nice! Design, University Lecturer.


“The first edition of Avant-Garde gave us the chance to experience truly innovative projects: from 100% post-consumer recycled glass to smart packaging proposals specifically designed for e-commerce, from materials that look like real leather but are bio-based to paper with vegetable dyes usually adopted in the textile industry, to an eco-sustainable and 100% biodegradable cardboard made of recycled denim fibres. We are looking forward to discovering many innovations that will create an advantage for the environment and the society,” says Pier Paolo Ponchia, Founder and Director of Packaging Première.

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