Packaging Première 2026 It will be held from May 19 to 21, 2026 in Milan, Allianz MiCo, Gate 4. It will include a comprehensive program of talks and conferences, true to the mission of promoting packaging culture.
“Each year, the conference program becomes an increasingly accurate overview of the transformations taking place in the sector. This year, we wanted to create two distinct but 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,” he says. Lara Castagna, Head of Events at Packaging Première.
As the heart of the event, the Trend Hall This will be the main space where brands, designers, creative agencies, and international speakers will take the stage to offer an authoritative perspective on the trends 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 premium concept in the consumer experience, addressing the new dynamics of luxury packaging and the multiple expressions of contemporary luxury. Special attention will be paid to the world of wine and spirits, with in-depth analyses of how small wineries and local producers are transforming labels into authentic narratives, from textured papers to visual identities. Meanwhile, niche perfumery will highlight the union of myth, craftsmanship, and industrial production. There will also be reflections on inclusive design and true diversity, as well as a look to the future through the themes of light, materials, and sustainability.
El Future Stage This will be the space dedicated to exploring design, materials, and sustainability in depth. The sessions will address, among other topics, 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 fibers as a new driver of change. Market research and consumer psychology will offer new insights into how materials become experiences, while data and environmental impact measurement will be central to the discussion on awareness and sustainable decisions. Attention will also be given to the digital product passport, from an emerging trend to a concrete necessity by 2026, as well as two fundamental questions for the sector: how to create something unique in the age of replicability, and what is the true value of creativity between aesthetic gesture and strategic decision. May 19th and 20th will be dedicated to startups, which will address topics such as innovation, technology, and sustainability, generating conversations that will offer a global vision of the future of sustainable packaging and innovative materials.
Confirmed keynote speakers 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 Italy; Evelio Mattos, host of the Packaging Unboxd podcast, and mario di paolo, designer, founder and creative director of Spazio Di Paolo.
The event will also feature three special moments: on Thursday, May 21, at 12:00, in the Trend Hall, the winners of the Avant-Garde Award will be announced. This initiative recognizes the most innovative packaging of the year, as judged by a panel of experts in the categories of Design, Innovative Materials, and Sustainability. On Tuesday, May 19, at 16:00 p.m., on the Future Stage, the Packaging Woman of Italy 2026 award will be presented, recognizing the woman who has distinguished herself in the packaging sector over the past year.
Finally, Ginnasium will present five new projects created by five graphic design studios on Wednesday, May 20, at 12:30 p.m. in the Trend Hall. These projects are the result of collaboration between Sovemec, UPM and other partners, have been analyzed through a neuromarketing study conducted by SenseCatchhighlighting the importance of consistency between the packaging and the product it contains.
Among the new features of this edition, the debut of The FactoryAn experiential area designed to make personalization the hallmark of contemporary luxury. On one hand, state-of-the-art machinery will demonstrate live the possibilities of screen printing, pad printing, digital printing, engraving, and embroidery on various materials—paper, fabric, metal, leather, and innovative materials. On the other, skilled artisans will work by hand on unique packaging, demonstrating that true luxury is born from the details.
