What's on

Discover the additional projects and initiatives onsite and get ready for your visit

Captivating Talks with international brands and experts

Dom Pérignon, Bally, Pantone, Garnier, Bally, Kiko are just a few of the brands taking the stage. Discover future trends in the luxury, packaging and design sectors. From Korean cosmetics to sensorial marketing, from AI to 3D print, from sustainability to innovative materials.

Avant-Garde Project

The exhibition of the most innovative packaging of the year, chosen by the new panel of experts in three categories: Sustainability, Design, and Innovative Materials. Discover the forefront of packaging, meet the creators of the selected projects, and find new inspiration!


“La gestione del colore dal design alla stampa” – workshop by X-rite Pantone.

22 May 2024, from 10:00 am til 1:00 pm at Packaging Première & PCD Milan. Hall 3, Allianz MiCo – Milan

An unique opportunity for those involved in printing, graphics, design, communication, packaging, branding, marketing…

The session with X-rite Pantone will delve deep into the theme of color technique, exploring the fundamental concepts of color and appearance, as well as aspects of color management from design to printing.

Request information now! Only 20 companies will be able to attend the workshop.

The Early Bird offer with a €50 discount on the participation fee is valid until April 12, 2024, or until the available seats are filled.

The workshop will be held in Italian.

Focus on design

Design Hub

The new Design Hub is an exclusive space where four of the top agencies specialized in wine and spirits packaging design will showcase their projects, providing a valuable source of inspiration in terms of branding and packaging. The selected agencies are Advision, BasileADV, Officina Grafica, and O,nice! Design Studio, which will interact with visitors to explore the most distinctive and impactful packaging for the wine & spirits sector.


An exclusive exhibition within Packaging Première.

5 designers, 5 regions – Lazio, Abruzzo, Campania, Puglia, Sicily – 5 ways to interpret gin packaging.

A designer for each region has designed two gin bottles inspired by their land. The packaging of the bottles has been analyzed by a neuromarketing study involving the end consumer.

It’s not a contest; it’s a creative exercise to which, for the first time in the industry, a neuromarketing study is applied.

The projects and research, gathered in a book, will be presented in a dedicated talk on May 22, with the participation of Portofino Dry Gin, Sense Catch, UPM Raflatac, So.Ve.Mec.

Focus on Innovation

Materials Library

Materially will set up a real materials library to introduce visitors and exhibitors to the most innovative materials for packaging. Materially supports companies in the development and dissemination of innovation and sustainability starting from materials.

Paper Posh

“Paper Posh” is an augmented reality project created by digital artists Andrea Filippi and Gabriele Moschin: a carefully selected collection of futuristic shopping bags, technically visionary and sophisticated, created using generative Artificial Intelligence software. These creations will be exhibited in the elegant context of Packaging Première in Milan from May 21 to 23, 2024.

In the “Paper Posh” series, Andrea Filippi and Gabriele Moschin explore original and unprecedented structures and unusual paper constructions, turning shopping bags into a challenge for the design of tomorrow.

The project will be presented in a conference on May 22, 2024.

Technical partners of the project: D’Auria and Fontana Grafica

An experience focused on multisensoriality

Art Gallery

This year, you will be welcomed onsite by an installation of lights, music, and holographic effects created by Vincenzo Marsiglia, a renowned digital artist, to generate an experience that will engage all of your senses. The Art Gallery will be dedicated to the digital works of students from the two academies where Marsiglia teaches. The experience will be accompanied by specially composed music to complement the installation.

More projects engaging your senses

Live an immersive experience with visual effects, music, tactile experiences, scents, and even flavors: you will experience much more than just a simple visit to a tradeshow!

Home Fragrance Project

A journey through olfactory art, pastry mastery and digital creativity: Packaging Première and PCD Milan have developed the Home Fragrance project that involves the senses in an extraordinary experience. A sweet-inspired room fragrance that the talented pastry chef Gianluca Fusto, founder of Fusto Milano, dedicates to the 2024 edition of Packaging Première and PCD Milan.

Like a symphony of senses, the students of the Italian Perfumery Institute, engaged in an educational program aimed at developing knowledge about perfume and olfactory culture, actively create the fragrance. Creative Flavours & Fragrances, an Italian leader in fragrance production and distribution, brings this unique scent to life.



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News and insights

News and insights

Discover a world of emotions and opportunities beyond the exhibition