Milan, 31 marzo 2026
Packaging Première 2026 is fast approaching, and with it, an extensive program of talks and conferences has been shaped, staying true to the mission of promoting packaging culture.
Packaging Première 2026, a week to go: the program of talks and conferences has been unveiled, with design, and innovation in the spotlight
“Every year, the conference program becomes an increasingly precise overview of the transformations taking place in the sector. This year, we wanted to create two distinct yet complementary spaces: the Trend Hall, where packaging engages with culture, identity, and luxury, and the Future Stage, where research and technology open new horizons for sustainability and innovation,” says Lara Castagna, Head of Events at Packaging Première.
As the beating heart of the event, the Trend Hall will serve as the main venue where brands, designers, creative agencies, and international speakers will take the stage to offer an authoritative overview of the trends that are redefining luxury packaging. The common thread running through the sessions is the relationship between identity, storytelling, and materials: from the strategic role of packaging in brand building to the redefinition of the concept of premium in the consumer experience, touching on the new dynamics of luxury packaging and the several expressions of contemporary luxury. Extensive attention will be devoted to the world of wine and spirits, with in-depth explorations of how small wineries and local producers are transforming the label into an authentic narrative—from textured paper to visual identities. Niche perfumery, meanwhile, will highlight the union of myth, craftsmanship, and industrial production. There will also be considerations on inclusive design and designing for true diversity, as well as a look toward the future through the themes of light, materials, and sustainability.
The Future Stage will be the space dedicated to in-depth discussions on design, materials and sustainability. The sessions will explore, among the several themes proposed, how new bio-based technologies are transforming packaging materials, the rethinking of lamination from a sustainable perspective for the premium segment, and alternatives to traditional fibres as a new driver of change. Market research and consumer psychology will offer fresh insights into how material becomes experience, while data and the measurement of environmental impact will be at the centre of a discussion on awareness and sustainable choices. There will also be a focus on the digital product passport—from an emerging trend to a concrete necessity by 2026—and on two fundamental questions for the sector: how to create the unique in the age of the replicable, and what is the true value of creativity between aesthetic gesture and strategic choice. May 19 and 20 will be dedicated to start-ups, which will discuss topics such as innovation, technology, and sustainability, fostering conversations providing a comprehensive overview of the future of sustainable packaging and innovative materials.
Confirmed keynote speakers will include: Luca Amato, Head of Packaging Innovation and Quality at Dolce&Gabbana Beauty; Massimiliano Ferrari, Graphic Packaging CoE (Center of Expertise) at Barilla; Luca Casaura, Chief Marketing Officer at Bauli Group; Barbara Darra, Global Marketing Manager at Cantina Mezzacorona; Juan Campdera, General Manager at Aktiva | Creative Design Agency; Gianluca Digrisolo, Senior Marketing Manager at Mack & Schuhle Italia; Evelio Mattos, Host at Packaging Unboxd Podcast and Mario di Paolo, Designer, Founder e Direttore Creativo Spazio Di Paolo.
The event will also feature three special moments: on Thursday, May 21, at 12:00 PM, in the Trend Hall, the winners of the Avant-Garde Award will be announced. This initiative recognizes the year’s most innovative packaging, as judged by a panel of experts in the categories of Design, Innovative Materials, and Sustainability. On Tuesday, May 19, at 4:00 PM, the Packaging Woman of Italy 2026 will be awarded, recognizing the woman who has distinguished herself in the world of packaging over the past year.
Finally, Ginnasium will once again present five new projects created by five graphic design studios on Wednesday, May 20, at 12:30 PM. These projects, born from a collaboration between Sovemec, UPM, and other partners, has been analyzed through a neuromarketing study conducted by SenseCatch, highlighting the importance of consistency between the packaging and the product it contains.
Among the new features of this edition is the debut of The Factory, an experiential area designed to make customisation the distinctive sign of contemporary luxury. A place where technology and craftsmanship interact, giving shape to the unique character of each brand. Firstly, state-of-the-art machinery will demonstrate live the possibilities of screen printing, pad printing, digital printing, engraving, and embroidery on a variety of materials —paper, fabric, metal, leather, and innovative ones. On the other, skilled artisans will work by hand on unique packaging, demonstrating that true luxury stems from details, patience, and care. The Factory is a place to explore, where the surface becomes emotion and packaging transforms into a story.
The talk program is available on the website: Talks – Packaging Première
Registration is required to visit Packaging Première and is available at packagingpremiere.it. Admission is free and reserved for industry professionals.
Source: Selfridges
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