Augmented Imagination: Packaging Première & PCD Milan's Art Gallery explores the future of creativity.

March 3, 2025

The Art Gallery at Packaging Première & PCD Milan 2025 presents the prompting revolution. The technique of formulating instructions, questions, or commands to guide AI in generating relevant and high-quality responses becomes art, restoring to words their fundamental value: virtuality.

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The upcoming edition of Packaging Première & PCD Milan explores the theme of augmented imagination through the vision of artists Andrea Filippi and Gabriele Moschin, experts in integrating Artificial Intelligence into their works. Their approach fosters a constant dialogue between AI and, most importantly, human creativity.

The Art Gallery, the event’s artistic experimentation space, immerses visitors in this revolutionary world, where creation becomes faster, supported by new tools, software, data, and processes that allow it to manifest in various ways. Here, virtual becomes reality, demonstrating how the design of tomorrow takes shape through intelligence, imagination, and ideas.

Lara Castagna, Head of Event at Packaging Première & PCD Milan, emphasized: ‘Packaging Première & PCD Milan has always been a meeting point for innovation, design, and creativity. This edition explores the concept of augmented imagination, where artificial intelligence becomes a new tool at the service of human inspiration. The Art Gallery represents a unique opportunity to witness how artistic and technological talent can merge, giving life to works that redefine the boundaries of creation.”

Nine artists—including designers, digital artists, graphic designers, and illustrators—will exhibit 27 works that highlight a new methodological approach to surpassing conventional AI applications in art and design. Among them are four students from NABA – Nuova Accademia di Belle Arti, Domus Academy, and HAMK Häme University of Applied Sciences.

The starting point for the development of these works was the question: “What has artificial intelligence done for design?” The artists have captured the hidden depth beneath the surface when it comes to art, packaging, and nature—three increasingly interconnected elements.

All exhibited works were created with the support of artificial intelligence and later realized thanks to the technical partners Grafica Valdarno (for printing the artworks), Fontana Grafica (for supplying the canvases on which the works are printed) and Luxoro (for the clichés and foil embellishments used in the printing process).

Featured artists

Get a preview of some of the artworks that will be exhibited in the Art Gallery.

Aimonia, whose classic yet modern, fluid, and experimental style invites the viewer to look beyond the surface and discover what lies beneath.

Artwork: “Roots of the sky”

Artist: Aimonia

The artwork represents the connection between nature and human identity, blending the face with elements of the landscape. The roots symbolize memory and belonging, while the branches extend toward the sky, evoking growth and aspiration.
“Roots of the Sky” celebrates the harmony between earth and spirit, inviting the viewer to reflect on our bond with the environment.

2. Eagle Victory, whose work challenges the status quo, stimulating curiosity and embracing new technologies with awareness

Artwork: “Reflections in the Metaverse”

Artist: Eagle Victory

A striking visual narrative of a digital figure surrounded by multidimensional reflections, embodying the concept of perception within virtual realms. This work challenges the notion of what is real, as holograms and pixels become not just accessories, but part of our evolving sense of self in a metaverse-driven future.

3. Michele De Matthaeis, who believes that our surroundings will lead us to live in a world recreated specifically to make us see what will no longer exist.

Artwork: “Intelligenza”

Artist: Michele De Matthaeis

A natural, intelligent packaging that floats in an infinite white space. The outer shell is transparent, featuring intricate details inspired by nature, such as leaf veins or rippling water. At the center, a luminous heart gently pulses, symbolizing innovation and creativity.

4. Paula Carro Maia, inspired by traditional Brazilian craftsmanship, blends functional design and organic aesthetics to highlight the country’s biodiversity and culture

Artwork: “Milk Packaging by Nature”

Artist: Paula Carro Maia

This work is part of the project “Raízes do Brasil” celebrates the richness of Brazilian nature with sustainable and biodegradable packaging made from resources such as banana leaves. Inspired by traditional crafts, the project combines functional design with organic aesthetics to highlight the country’s biodiversity and culture. In addition to promoting the conscious use of natural materials, we intend to raise awareness in the product industry about the importance of creating more sustainable packaging, combining innovation and environmental responsibility in every detail.

Sustainable packaging, blending innovation and environmental responsibility in every detail.

5. Celine Shen x Washmachine, two artists with multifaceted personalities who experiment with the duality between form and matter

Artwork: “EARTH”

Artists: Celine Shen & Washmachine

The duo of artists called WASHMACHINE and the artist designer Céline Shen have collaborated on the Nebula project, a three-panel collection of works combining a universe of garment sculptures formed of atmospheric layers.

The Nebula project was born of a quest to experiment with form and matter, voluptuousness and combustion. This triptych unveils a chemical concoction creating atmospheres embodying the representation of three eras: the imaginary of an original world in formation whose vapours are tinged with the glow of the rainbow, a modern age where the element of metal predominates, and the era of plastic, the standard emblem of advanced industrial societies.

Supple by nature, they improvise themselves into moving rigidity, where smoke can flow like a vaporous river, a floating being, master of the elements. Between the real and the imaginary, they navigate between the familiarity of earthly elements and the impossibility of the images they compose. Together, they reveal an ethereal atmosphere, where gravity seems disrupted, where the astral and reality can blend.

6. Ashley Valentina Zaniboni, a NABA student inspired by energy in all its forms

Artwork: “Get FROSTED”

Artist: Ashley Valentina Zaniboni

The project including works “Get LOVED”, “Get WILD”, “Get FROSTED” is inspired by energy in all its forms – the energy from love, the energy from new adventures, and the energy from extreme conditions. While the soda can packaging nods to traditional energy drinks, the concept goes beyond, capturing the rush of bondings, the thrill of pushing limits, and the revitalizing power of the extreme, which not only boosts energy but strengthens the immune system, which equals to a healthier life. A bold inspiration for commercial of future energy drink brands looking to redefine their game and stand out in a competitive market.

7. Antonina Tina Kake, a NABA student whose works integrate the concept of the extraordinary into everyday life, always with an eye on sustainability and beauty

Artwork: “Symphony of Hidden Worlds”

Artist: Antonina Tina Kake

This work is part of the project “Imprints of Care“. Inspired by Botticelli’s “The Birth of Venus”, it explores the tension between vulnerability and the defences we create to defend our inner selves. Its sharp, spire-like edges reflect the thorns we seave around ourselves, protecting the softness within. While the flowing curves reflect the unavoidable desire for connection and expression. Like Venus emerging from the sea, it reminds that true beauty blooms when we embrace both our fragility and strangth, revealing our inner light to the world.

8. Yoana Biserova Doneva, Domus Academy student who envisions a world where packaging goes beyond its protective function, becoming a form of art and transformation

Project: “Discardia”

Artist: Yoana Biserova Doneva

The work is part of the project “Discardia“. Envision a world where packaging goes beyond its protective function and becomes an art form of transformation. This project redefines the everyday by turning cardboard into innovative, profound and functional pieces. The cardboard chairs represent sustainable furniture, while the paper-bag-covered figures explore identity and the urban experience. The concept envisions packaging a metaphor for how we shape and reshape our environment, inviting a dialogue on consumerism, waste, and the potential of reimagining the mundane.

9. Elsa Babkova, Häme University of Applied Sciences student who explores luxury packaging, transforming it into a symbol of power and desire

Project: “The mirage bloom”

Artist: Elsa Babkova

This work is part of the project “Desert artefacts of a new era“.

In an endless desert, three monumental objects rise: a golden slit like a bag, a vast cotton candy-like form, and a reflective golden bubble rectangle. These oversized forms embody luxury packaging – opulent, intriguing, transformative. Their scale creates an otherworldly scene where packaging becomes a statement of power and desire. The desert’s isolation amplifies their presence, making them feel like sacred artefacts of a new era – untouched, coveted, and waiting to be discovered.

All artworks exhibited in the Art Gallery will be available for purchase throughout the event, providing a tangible opportunity to support and promote this emerging form of art, where artificial intelligence intertwines with human creativity.

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Fonte: Formes De Luxe

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Augmented Imagination: Packaging Première & PCD Milan’s Art Gallery explores the future of creativity.

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