83 The new era of pac ka ging FOOD PACKAGING PAPER AND CARDBOARD CREATIVE DESIGN SUSTAINABILITY TRACEABILITY AUTOMATION INNOVATION TECHNOLOGY
03 We kicked off the year with one of the industry's major events, Paris Packaging Week, taking place from February 5th to 6th, 2026. This week brings together ADF (aerosols and dispensing systems), PCD (beauty products: cosmetics, makeup, hair care, and perfumery), PLD (premium and luxury beverages), Packaging Première (luxury packaging for fashion, watches, jewelry, and fine dining), and the Pentawards Festival (which unites designers, brands, and creatives from around the world). This event joins the other key dates on the calendar, foreshadowing a very dynamic year for the sector. Sustainability, digitalization, automation, and innovation in materials, technologies, and eco-design, along with regulatory pressure from recent legislation, are driving the food packaging sector, our central theme. The same is true for the Spanish paper sector, which has increased its consumption and production figures and continues to improve its recycling rate: Spain is the third largest recycler of these materials in the European Union, according to data from ASPAPEL. In this issue, we also bring you the latest news from manufacturers and suppliers, as well as a review of the trade fairs and awards held at the end of last year and interviews with key players in the sector. This is a sector that faces 2026 full of new projects and innovations, with a regulatory framework that sets the course for the future and a turbulent global context. We're kicking off the year with one of the industry's major events, Paris Packaging Week, taking place from February 5th to 6th, 2026. This week brings together ADF (aerosols and dispensing systems), PCD (beauty products: cosmetics, makeup, hair care, and perfumery), PLD (premium and luxury beverages), Packaging Première (luxury packaging for fashion, watches, jewelry, and fine dining), and the Pentawards Festival (which unites designers, brands, and creatives from around the world). This event joins the other key dates on the calendar, foreshadowing a very dynamic year for the sector. Sustainability, digitalization, automation, and innovation in materials, technologies, and eco-design, along with regulatory pressure from recent legislation, are driving the food packaging sector, our central theme. The same is true for the Spanish paper and cardboard sector, which has increased its consumption and production figures and continues to improve its recycling rate: Spain is the third largest recycler of these materials in the European Union, as reported by ASPAPEL. In this issue, we also bring you the latest news from manufacturers and suppliers, as well as a review of the trade fairs and awards held at the end of last year and interviews with key players in the sector. This is a sector facing 2026 full of new projects and innovations, with a regulatory framework that sets the course for the future and a turbulent global context. Defining the future of packaging Defining the Future of Packaging
UREA SPECIALISTS Compression cork manufacturing. Lacquering, UV metallization and decoration of pieces Sant Lluc 11-13 - 08918 Badalona - Barcelona (Spain) +34 933 876 445 +34 93 883 346 - pj@plasticosjuarez.com www.plasticosjuarez.com PLÁSTICOS JUAREZ SA
05 SUMMARY | CONTENT 06 INNOVATION Quadpack > Adolfo Domínguez Quadpack > Guerlain Pininfarina > Lancöme TNT Group > Darphin FaiveleyTech/Sulapac > Dix Hectares Aptar Beauty > Sisley Puig Cosmogen > Horace Aptar Beauty > Kayali Aptar Beauty > Clarins Hunter Luxury > Hendrick's Takashi Murakami > Dom Pérignon 12 INTERVIEW Joan Campderà – CEO Aktiva 18 CREATIVITY Aktiva / Thingular Creative Partners / Supperstudio / Tridimage / Brandsummit 24 NEWS An unstoppable industry Contributors Andrea Orallo – ASPAPEL Nora Hamelin - Beauty Collective 34 MAIN TOPIC Food packaging Contributors Carlos Monerris – ITENE Silvia Palomé – Eurecat Ramón Morcillo – AINIA Concha Bosch - AINIA 52 PACKAGING CLUSTER Projects 54 NEWS News in the world of packaging 80 NP FOOD INTERVIEW Ana González Nieto - Biogran FOODIES New products NEWS 86 TRADE FAIRS & EVENTS Luxe Pack Monaco Labelexpo Europe Sustainability in Packaging Europe Cosmetorium Empack, Logistics & Automation, LIB Paris Packaging Week 2026 98 AGENDA EVENTS Director Marc Florensa Editorial Coordination Maica García Sales Advisor Meritxell Morán Edited by: Executive Director: Aleix Torné Director of Industrial Area: Ibon Linacisoro Director of Agricultural Area: Ángel Pérez Director of Construction and Infrastructure Area: David Muñoz Director of Technology and Environment Area: Mar Cañas Director of Beauty and Health Area: Marc Florensa Director of International Area: Sònia Larrosa www.interempresas.net/info comercial@interempresas.net redaccion_packaging@interempresas.net President: Albert Esteves General Director: Marc Esteves Business Development Director: Aleix Torné Technical Director: Joan Sánchez Sabé Administrative Director: Xavier Purrà Logistics Director: Ricard Vilà Controller: Elena Gibert Fakoy Agency Director: Alexis Vegas Amadeu Vives, 20-22 08750 Molins De Rei (Barcelona) Tel. 93 680 20 27 Delegation Madrid Santa Leonor, 63, Planta 3a, nave L 28037 Madrid Tel. 91 329 14 31 Delegation Lisboa (Induglobal) Av. Defensores de Chaves, 15, 3º F 1000-109 Lisbon (Portugal) www.grupointerempresas.com DI: B-13438-2012 ISSN: 2014-6493 DIGITAL ISSN: 2014-8690 Interempresas Media is a member of:
INNOVATION I INNOVATION 06 DNA is the latest launch from Adolfo Domínguez, who has developed together with Quadpack a custom-made cap and neck to fit the pump to the bottle, made entirely of PEFC-certified maple wood, with a soft touch and delicate grain. Quadpack took Puig's detachable system and redesigned it in wood using patented Woodacity technology. The wooden neck screws onto the bottle itself, securing the pump, while the stopper snaps into place. The brand logo is laser-engraved around the neck. The whole assembly works without glues, plastics, or other intermediate materials. It comes apart easily with a gentle pull. ADN is the latest launch from Adolfo Domínguez, who, together with Quadpack, developed a custom cap and neck to attach the pump to the bottle. Made entirely of PEFCcertified maple wood, it offers a smooth feel and delicate grain. Quadpack took Puig's detachable system and redesigned it in wood using their patented Woodacity technology. The wooden neck screws onto the bottle itself, securing the pump, while the cap snaps into place. The brand's logo is laser-engraved around the neck. The entire assembly functions without glues, plastics, or other intermediate materials. It disassembles easily with a gentle pull. Habit Rouge, Guerlain's first amber fragrance for men, celebrates its 60th anniversary and reinvents itself in a limited edition: Habit Rouge Spirit. It comes with an elegant wooden stopper, a single-material closure made with FSC® certified ash, crafted and decorated by Quadpack. The cap visually reinforces the perfume's identity, thanks to its intense red varnish finish and the engraving with the emblematic double G. Woodacity® Hidden features a patented locking system that uses only wood from controlled sources. The internal system is hidden and, to reduce environmental impact, a biodegradable water-based adhesive is used to join the two pieces. Habit Rouge, Guerlain's first amber fragrance for men, celebrates its 60th anniversary with a limited-edition reinvention: Habit Rouge Spirit. It features an elegant wooden stopper, a single-material closure crafted from FSC®-certified ash, designed and decorated by Quadpack. The stopper visually reinforces the fragrance's identity, thanks to its deep red varnish finish and the engraving of the iconic double G. Woodacity® Hidden boasts a patented closure system that uses only wood from controlled sources. The internal mechanism remains hidden, and to minimize environmental impact, a biodegradable, water-based adhesive is used to join the two pieces. ADN incorporates Woodacity technology in the cap and neck of the bottle, developed with Quadpack. ADN incorporates Woodacity technology in the bottle's cap and neck, developed in collaboration with Quadpack. A luxurious wooden stopper for Habit Rouge Spirit by Guerlain, made by Quadpack. A luxurious wooden stopper for Habit Rouge Spirit by Guerlain, made by Quadpack. QUADPACK QUADPACK
INNOVATION I INNOVATION 07 The La vie est belle Eau de Parfum bottle rests on a white ceramic base, adorned with Lancôme's pink agora design in bright gold and pleated wings of gold ribbon. Absolue Longevity Soft cream is a nod to the first version of Absolue skin cream, which debuted in 1965 in a ceramic jar. The packaging is made around a white porcelain container that holds the cream and is refillable. The lid is conceived as a golden gua sha. The Absolu Rouge lipstick is adorned with 23,5 carat Versailles gold. A tactile click of the pink agora ceramic push button opens the case. All the pieces feature precious materials made by French firms: Lalique, Bernardaud (porcelain) and Ateliers Godard (gilders of the Palace of Versailles). The bottle of La vie est belle Eau de Parfum rests on a white ceramic base, adorned with Lancôme's signature pink agora design in shimmering gold and pleated wings of gold ribbon. The Absolue Longevity Soft cream is a nod to the first version of the Absolue skin cream, which debuted in 1965 in a ceramic jar. The packaging is designed around a refillable white porcelain container for the cream. The lid is conceived as a gold gua sha. The Absolu Rouge lipstick is embellished with 23.5-karat Versailles gold. A tactile click of the pink agora ceramic pusher opens the case. All pieces feature precious materials crafted by French firms: Lalique, Bernardaud (porcelain), and Ateliers Godard (gilders of the Palace of Versailles). Darphin has launched the Stimulskin Plus collection, which includes a shaping cream and a serum, presented in refillable containers with an innovative structure. TNT Group brought this original project to life. Each structure is composed of two zamak pieces assembled invisibly. The arrangement of the joints, the shape and angle of the cells were studied in depth to avoid any pressure-related defects during the injection of the zamak, facilitate demolding and ensure a bright and flawless polished finish. A threaded collar system securely holds the replaceable glass cream bottle in its insert, and the serum container is also refillable, thanks to an ingenious bayonet system. Darphin has launched the Stimulskin Plus collection, which includes a shaping cream and a serum, presented in refillable containers with an innovative structure. TNT Group brought this original project to life. Each structure is composed of two zamak pieces assembled invisibly. The arrangement of the joints, the shape, and the angle of the cells were studied in depth to prevent any defects related to pressure during the zamak injection molding, facilitate demolding, and guarantee a flawless, glossy, and polished finish. A threaded collar system securely holds the replaceable glass cream jar in its insert, and the serum container is also refillable, thanks to an ingenious bayonet system. Lancôme presents “Les Exceptionnels”, designed by Pininfarina, a collection that includes: Absolue Longevity The Soft Cream, Absolu Rouge and lipstick and La vie est belle Eau de Parfum. Exclusive haute couture packaging for Darphin, created by TNT Group. Exclusive haute couture packaging for Darphin, created by TNT Group. PININFARINA TNT GROUP
INNOVATION | INNOVATION 08 Dix Hectares has chosen a marble effect to decorate the caps of its two products, the result of the combined experience of FaiveleyTech and Sulapac. Both the stoppers and the sphere that adorns the cream, designed to provide a perfect grip, have a marbled effect. Perfecting the mottled aesthetic required almost one hundred tests to achieve the ideal balance of tone, contrast, and delicate veining. The innovation lay not only in harmonizing dark and deep tones with fine and light veins, but also in the material. Using its pioneering multi-injection molding technology, sandwich molding, four colorants were injected simultaneously. The geometry of the plugs presented another major challenge; for the first time, FaiveleyTech applied its multi-injection technique to components with extensive flat surfaces and unique shapes. Dix Hectares has chosen a marble effect to adorn the caps of its two products, the result of the combined expertise of FaiveleyTech and Sulapac. Both the caps and the sphere adorning the cream, designed to provide a perfect grip, featuring a marbled effect. Perfecting the marbled aesthetic required nearly one hundred trials to achieve the ideal balance of tone, contrast, and delicate veining. The innovation lies not only in harmonizing deep, dark tones with fine, light veining, but also in the material itself. Using its pioneering multi-injection molding technology, sandwich molding, four colorants were injected simultaneously. The geometry of the caps presented another significant challenge; For the first time, FaiveleyTech applied its multiinjection technique to components with extensive flat surfaces and unique shapes. The Irresistible high protection solution was selected for its advanced airless technology, which incorporates a patented barrier system in the dispenser, specifically designed for formulas with few or no preservatives: the Preservative Free System (PFS). This maximum protection barrier combines a sterilizing microfilter with a dispenser orifice sealing system (Tip Seal system), preventing microbiological contamination. With a pump without metal components and an airtight container with an inner bag, Irresistible offers optimal compatibility with the formula. Other benefits include precise 150 µL dosing, a locking dispenser, and a POM-free cartridge. Aptar Beauty collaborated with P&B Group to use Ultra High Temperature (UHT) technology. The Irresistible high-protection solution was selected for its advanced airless technology, which incorporates a patented barrier system in the dispenser, specifically designed for formulas with few or no preservatives: the Preservative Free System (PFS). This maximum protection barrier combines a sterilizing microfilter with a dispenser orifice sealing system (Tip Seal system), preventing microbiological contamination. With a metal-free pump and an airtight container with an inner bag, Irresistible offers optimal formula compatibility. Other benefits include precise 150 µL dispensing, a locking dispenser, and a POM-free cartridge. Aptar Beauty collaborated with the P&B Group to utilize Ultra High Temperature (UHT) technology. Marble effect caps for Dix Hectares Cream and Serum. Marble effect caps for Dix Hectares Cream and Serum. Sisley chose Aptar Beauty's Irresistible airless packaging for the launch of its new facial cream for sensitive skin. Sisley chose Aptar Beauty's Irresistible airless packaging for the launch of its new facial cream for sensitive skin. FAIVELEYTECH / SULAPAC APTAR BEAUTY
INNOVATION I INNOVATION 09 Four signature colognes created by Jean-Claude Ellena. Three of them — Agua Brava, Agua Noble and Agua Lavanda Iris — reinterpret historical creations by Puig with a new perspective; Agua Mediterránea, the fourth, is an unprecedented creation that arises from the present and the Mediterranean imagination. The bottle recovers a key piece of Puig's history: the silhouette created by André Ricard in 1962 for Agua Lavanda, inspired by traditional Balearic jugs. Its essential design connects functionality and culture, reinterpreting the Mediterranean through sobriety and useful form. The terracotta-colored case, for its part, completes the gesture with a texture that evokes the earth, warmth, and the tangible. Four signature colognes created by Jean-Claude Ellena. Three of them—Agua Brava, Agua Noble, and Agua Lavanda Iris—reinterpret Puig's historical creations with a fresh perspective; Agua Mediterránea, the fourth, is an entirely new creation born from the present and the Mediterranean imagination. The bottle incorporates a key element from Puig's history: the silhouette created by André Ricard in 1962 for Agua Lavanda, inspired by traditional Balearic jugs. Its minimalist design connects functionality and culture, reinterpreting the Mediterranean through understated elegance and practicality. The terracotta case, meanwhile, completes the look with a texture that evokes earth, warmth, and tangibles. For its new lip balm, the men's facial care brand Horace has chosen the 100% PCR PET stick developed by Cosmogen. Featuring a black finish and selective lacquer, this packaging combines technical performance with premium aesthetics, while underscoring the brand's commitment to responsible solutions. This stick is part of a customizable range of formats in monomaterial PET or r-PET, suitable for all types of wax-based or anhydrous formulas, such as lipsticks, lip balms, concealers or sun protection products. With a capacity of 3,7 g, it is available in round or square sections and in various heights. For its new lip balm, men's skincare brand Horace has chosen the 100% PCR PET stick developed by Cosmogen. With a black finish and selective varnish, this packaging combines technical performance with a premium aesthetic, while underscoring the brand's commitment to responsible solutions. This stick is part of a customizable range of formats in mono-material PET or r-PET, suitable for all types of waxbased or anhydrous formulas, such as lipsticks, lip balms, concealers, or sunscreens. With a capacity of 3.7 g, it is available in round or square sections and in various heights. The new Puig Absolute Colognes collection is a tribute to Puig, its identity, its legacy and its experience. The new collection Colonias Absolutas Puig is a tribute to Puig, its identity, its legacy, and its expertise. Horace chooses Cosmogen's 100% PCR PET stick for his lip balm. Horace chooses Cosmogen's 100% PCR PET stick for his lip balm. PUIG COSMOGEN
INNOVATION | INNOVATION 10 For its latest collection of body and hair mists, Kayali chose Aptar Beauty's premium 360° spray bottle, thanks to a high-performance valve technology that ensures neutral diffusion and generous dosage. The collection includes four 125ml options in an aluminum bottle. The Ariane valve and WAZ actuator, along with All Over Spray technology, create a fine, enveloping mist. Kayali has also introduced the Oudgasm Rose Oud 16 scented hair mist, in a 75ml bottle, with Aptar's PZ1 sprayer and All Over Spray technology. The Ariane valve and WAZ actuator, along with All Over Spray technology, create a fine, enveloping mist. Kayali has also introduced the Oudgasm Rose Oud 16 scented hair mist in a 75ml bottle, featuring Aptar's PZ1 spray nozzle and All Over Spray technology. This is Aptar Beauty's patented airless packaging, Gaïa, which consists of a main metal casing and plastic refills that are highly recyclable in PP (polypropylene) and PE (polyethylene) streams. The refills feature an integrated bi-injected collar seal for a secure connection to the main casing with minimal air ingress. This innovative system is protected by two Aptar patents: an intuitive push-pull refill mechanism, inspired by a pen, and a double tamper-evident seal system located on the refill, which ensures airtight protection of the formula and prevents back-contamination. This is the airless packaging patented by Aptar Beauty, Gaïa, which consists of a main metal casing and plastic refills, highly recyclable in the PP (polypropylene) and PE (polyethylene) streams. The refills feature an integrated bi-injected collar seal for a secure connection to the main casing with minimal air ingress. This innovative system is protected by two Aptar patents: an intuitive push-and-pull refill mechanism, inspired by a pen, and a double tamper-evident seal system, located on the refill, which guarantees airtight protection of the formula and prevents back-contamination. Kayali's new body and hair mists are launched in Aptar Beauty packaging. Kayali's new body and hair mists are launched in Aptar Beauty packaging. Aptar Beauty and Clarins present the new rechargeable Total Eye Lift. Aptar Beauty and Clarins present the new rechargeable Total Eye Lift. APTAR BEAUTY APTAR BEAUTY
INNOVATION | INNOVATION 11 Created in collaboration with Boundless Brand Design to celebrate the connection between the art of gin distillation and botany, this limited edition set includes a 70cl bottle of Hendrick's Original gin inside a vintage-style watering can. The watering can is made with food-grade materials, guaranteeing its functionality and reusability. This duty-free shop set is made with galvanized and stainless steel elements to ensure an airtight seal and compliance with food safety standards. Winner of the London Packaging Week Innovation Award 2025, in the Everyday Beverages category. Created in collaboration with Boundless Brand Design to celebrate the connection between the art of gin distillation and botany, this limited-edition set includes a 70cl bottle of Hendrick's Original Gin inside a vintage-style watering can. The watering can is made from food-grade materials, ensuring its functionality and reusability. This duty-free set is constructed with galvanized and stainless steel components to guarantee an airtight seal and compliance with food safety regulations. Winner of the 2025 London Packaging Week Innovation Awards, Everyday Drinks category. Murakami's iconic smiling flowers – emblematic of his expressive universe since his earliest works – are at the heart of these exclusive designs. The dark and elegant cases and bottles are reinvented through the unexpected appearance of vibrant and kawaii motifs inspired by Murakami's Superflat aesthetic. On the bottles, the traditional imagery of the vineyard present in the Dom Pérignon coat of arms gives way to a flowery and fantastical landscape. On the cases, the shield is framed by Murakami's vibrant flowers, blooming in jubilant profusion. Placed side by side, the chests form a modular floral tableau. The uber piece is an art object with the last Jeroboams of Dom Pérignon Rosé Vintage 2008. Murakami's iconic smiling flowers—emblematic of his expressive universe since his earliest works—are at the heart of these exclusive designs. The dark and elegant cases and bottles are reinvented through the unexpected appearance of vibrant, kawaii motifs inspired by Murakami's Superflat aesthetic. On the bottles, the traditional vineyard imagery found on the Dom Pérignon crest gives way to a fantastic, floral landscape. In the cases, the crest is framed by Murakami's vibrant flowers, blooming in jubilant profusion. Placed side by side, the cases form a modular floral tableau. The centerpiece is an art object containing the last Jeroboams of Dom Pérignon Rosé Vintage 2008. Hunter Luxury partnered with family-owned distillery William Grant & Sons to create a gift set for Hendrick's gin brand: The Whimsical Watering Can. Hunter Luxury partnered with family-owned distillery William Grant & Sons to create a gift set for Hendrick's gin brand: The Whimsical Watering Can. Takashi Murakami has designed two limited editions: one for Dom Pérignon Vintage 2015 and another for Dom Pérignon Rosé Vintage 2010, as well as an Uber piece. HUNTER LUXURY DOM PÉRIGNON
12 INTERVIEW | INTERVIEW Joan Campderà CEO Aktiva “We are driven to create value through creativity, strategy, and specialization” Aktiva is an independent creative agency specializing in beauty, based in Barcelona, with over 20 years of experience working with leading global brands. Joan Campderà tells us what it means to be an “aktivist” and about the packaging of perfume and cosmetic products.
13 INTERVIEW | INTERVIEW How was Aktiva born? Aktiva was born a little over 20 years ago from a very clear vision: to unite creativity and performance through specialization and knowledge, putting them at the service of people and society. From day one we understood design as a tool for real impact. That vision was our North Star to attract talent, passion, and a very specific way of understanding this profession. And that's where it all began. What does it mean to be an “Aktivist”? Being an Aktivist means taking a stand. It's about committing to a cause and understanding design as a lever for transformation. We are driven to create value through creativity, strategy, and specialization. We use design to read reality, interpret it and adapt it to the new needs of users and future generations. Aktiva has established itself as one of the leading agencies in the beauty sector. Why did they decide to specialize in beauty? Because beauty is not just about image: it's about identity, well-being, and health. It is a sector deeply connected with psychology and sociology, and that makes it a creatively exciting territory. It allows us to work from a strategic, emotional and cultural perspective, providing real value to people, brands and society. It is a vibrant sector, full of nuances and with enormous development potential. How does designing packaging for beauty products differ from designing packaging for other sectors? In beauty, packaging not only protects: it speaks, communicates, and seduces. Besides fulfilling a technical function, it is a key piece of identity. It helps brands to differentiate themselves, express their values, and build positioning. The beauty consumer seeks functionality, yes, but also seeks to see themselves reflected. Expect the product to fit with your lifestyle, your aspirations, and your way of understanding the world. And all of that has to be resolved in just a few centimeters. That's why packaging in beauty is as much a technical challenge as it is an emotional one. Tell us about two of your latest projects. One of the most special projects has been the new fragrance collection for Aristocrazy. An iconic luxury jewelry brand is making the leap into the world of perfumery with a collection completely created from scratch by our team. As a second example, I would highlight Narins Beauty. A comprehensive project: from brand strategy to visual identity and the complete design of the range. Everything created from scratch for Narins, proclaimed in 2025 as the best influencer in the Middle East region, with more than 20 million followers and a massive impact on Arab teen culture. What are the trends in packaging design for luxury products? Luxury is evolving. Although historically it has been more stable, today it adapts to the pulse of new generations such as millennials and, above all, generation Z. This has placed sustainability at the center: materials, origin, processes and environmental impact have become strategic brand arguments. Personalization, exclusivity, and scarcity also play a key role. Limited editions, flankers, promotions and exclusive “drops” activate digital channels and generate desire on a global scale. And finally, luxury has become experiential: unboxing, pop-ups and brand experiences are now as important as the product itself. In beauty, packaging not only protects: it speaks, communicates, and seduces. Besides fulfilling a technical function, it is a key piece of identity. In beauty, packaging doesn't just protect: it speaks, communicates, and seduces. Beyond fulfilling a technical function, it's a key element of brand identity'
14 INTERVIEW I INTERVIEW xxxxxxx xxxxxxxxxxxxx What do you think of perfumes in bottles shaped like objects? At the time, it was disruptive… has it now become just another option? Iconic bottles sell emotions: they tell a story, convey values, and build a universe around the product. They work especially well in gifting, where much more than just perfume is given as a gift. Today's consumer is more informed, knows ingredients, food pyramids and processes. This has boosted niche perfumery and the buyer who purchases for themselves, motivated by digital content. The iconic bottles remain relevant, but now they coexist with a more mature consumer. I believe there's room for both content and form, and we'll continue to see great, iconic releases for years to come. Luxury must be sustainable, but how can we achieve this? If consumption continues, sustainability must be mandatory. And luxury is the sector best prepared to lead this change. It has the necessary margins to work with responsible materials, respectful processes and fair working conditions. Furthermore, luxury should not depend on constant turnover, but on durability. Planned obsolescence makes no sense in the high-end market. Many brands already apply it very consistently: sustainability and luxury are not opposites, they are natural allies. How are digitization and new technologies like AI integrated into design? Digitization has completely transformed design. And AI is the latest great revolution. It allows us to optimize processes, save resources, and scale operations. In a sector so dependent on the human factor, AI frees up time for what is truly valuable: thinking better, creating better, and offering more value to customers. Why do you think they are not a “threat” but just another tool? Because they democratize access to design. They allow sectors that previously could not access professional services to now do so. And in environments where design already existed, AI accelerates processes, allows for extreme customization, improves the quality of deliverables, and enhances what is truly human: creativity, vision, and innovation. What do you think is the state of design in our country? After the boom of the 90s, design in Spain reached a high degree of maturity and professionalization. Today it is fully integrated into the productive, industrial and economic fabric. One of the major challenges is generational change, but specialization and technological adoption are driving a new cycle of growth, internationalization and competitiveness. Do you think the existing training covers all the needs? Is keeping up-to-date a pending issue for many professionals? Continuing education is no longer an extra: it's a necessity. Technological, social, and cultural changes require constant updating. It is true that there was resistance at the beginning, but today we are in a phase of mass adoption. More and more professionals are integrating technology as a natural part of their work. You have participated in the Dakar Rally… How does your adventurous side integrate with your professional side? Do we sometimes have to make risky decisions? Racing the Dakar Rally without assistance is a brutal lesson in organization, endurance, intuition, and risk. You go alone with your motorcycle, your tools, and your decisions. That mindset is very similar to that of entrepreneurship: long-term vision, self-sufficiency, and the ability to constantly adapt. Undoubtedly, that experience has shaped my way of working. What are your future goals? We are transforming Aktiva into We Are Aktivists, the first creative ecosystem specializing exclusively in beauty. It is already formed by: The Beauty Insighter, Aktiva, Kulture and Talent. Four brands offering a global service from Barcelona, with branches in Paris and Dubai, and a clear ambition for growth in Europe and emerging markets. Our goal is to build a leading international creative ecosystem. How was Aktiva born? Aktiva was born a little over 20 years ago from a very clear vision: to unite creativity and performance through specialization and knowledge, putting them at the service of people and society. From day one, we un-
15 INTERVIEW I INTERVIEW derstood design as a tool for real impact. That vision was our North Star for attracting talent, passion, and a very specific way of understanding this profession. And that's where it all began. What does it mean to be an “Aktivist”? Being an Aktivist means taking a stand. It means committing to a cause and understanding design as a lever for transformation. We are driven to create value through creativity, strategy, and specialization. We use design to read reality, interpret it, and adapt it to the new needs of users and future generations. Aktiva has established itself as one of the leading agencies in the beauty sector. Why did you decide to specialize in beauty? Because beauty isn't just about image: it's about identity, well-being, and health. It's a sector deeply connected to psychology and sociology, which makes it a creatively exciting territory. It allows us to work from strategic, emotional, and cultural perspectives, providing real value to people, brands, and society. It's a dynamic sector, full of nuances and with enormous potential for development. How does designing packaging for beauty products differ from other sectors? In beauty, packaging doesn't just protect: it speaks, communicates, and seduces. Besides fulfilling a technical function, it's a key element of identity. It helps brands differentiate themselves, express their values, and build positioning. The beauty consumer seeks functionality, yes, but also seeks to see themselves reflected. They expect the product to fit their lifestyle, their aspirations, and their way of understanding the world. And all of that must be achieved in just a few centimeters. That's why packaging in beauty is as much a technical challenge as it is an emotional one. Tell us about two of your latest projects. One of the most special projects has been the new fragrance collection for Aristocrazy. An iconic luxury jewelry brand is making the leap into the world of perfumery with a collection created entirely from scratch by our team. As a second example, I would highlight Narins Beauty. A comprehensive project: from brand strategy to visual identity and the complete design of the range. All created from the ground up for Narins, proclaimed in 2025 as the top influencer in the Middle East region, with over 20 million followers and a massive impact on Arab youth culture. What are the trends in packaging design for luxury products? Luxury is evolving. Although historically it has been more stable, today it adapts to the pulse of new generations such as millennials and, above all, Generation Z. This has placed sustainability at the center: materials, origin, processes, and environmental impact have become strategic brand arguments. Personalization, exclusivity, and scarcity also play a key role. Limited editions, flankers, promotions, and exclusive drops activate digital channels and generate desire on a global scale. And finally, luxury has become experiential: unboxing, pop-ups, and brand experiences are now as important as the product itself. If consumption continues, sustainability must be mandatory. And luxury is the sector best prepared to lead this change. If consumption continues, sustainability must become mandatory. And the luxury sector is best positioned to lead this change'
16INTERVIEW I INTERVIEW xxxxxxx xxxxxxxxxxxxx What do you think of perfumes in bottles shaped like objects? At the time, it was disruptive… has it now become just another option? Iconic bottles sell emotions: they tell a story, convey values, and build a universe around the product. They work especially well for gifting, where much more than just perfume is given. Today's consumer is more informed, knowledgeable about ingredients, fragrance pyramids, and processes. This has boosted niche perfumery and the buyer who purchases for themselves, motivated by digital content. Iconic bottles remain relevant, but now they coexist with a more mature consumer. I believe there is room for both content and container, and we will continue to see major iconic launches for years to come. Luxury must be sustainable, but how can we achieve this? If consumption continues, sustainability must be mandatory. And luxury is the sector best positioned to lead this change. It has the necessary margins to work with responsible materials, respectful processes, and fair working conditions. Furthermore, luxury shouldn't depend on constant turnover, but on durability. Planned obsolescence makes no sense in the high-end market. Many brands already apply this very consistently: sustainability and luxury are not opposites, they are natural allies. How are digitalization and new technologies like AI integrated into design? Digitalization has completely transformed design. And AI is the latest major revolution. It allows us to optimize processes, save resources, and scale operations. In a sector so dependent on the human factor, AI frees up time for what is truly valuable: thinking better, creating better, and offering more value to clients. Why do you think they are not a “threat” but rather another tool? Because they democratize access to design. They allow sectors that previously could not access professional services to now do so. And in environments where design already existed, AI accelerates processes, enables extreme customization, improves the quality of deliverables, and enhances what is truly human: creativity, vision, and innovation. What do you think is the state of design in our country? After the boom of the 90s, design in Spain reached a high degree of maturity and professionalization. Today it is fully integrated into the productive, industrial, and economic fabric. One of the biggest challenges is generational change, but specialization and technological adoption are driving a new cycle of growth, internationalization, and competitiveness. Do you think that existing training covers all needs? Is continuing education a pending issue for many professionals? Continuous training is no longer an extra: it's a necessity. Technological, social, and cultural changes demand constant updating. It's true that there was initial resistance, but today we're in a phase of mass adoption. More and more professionals are integrating technology as a natural part of their work. You participated in the Dakar Rally… How does your adventurous side integrate with your professional side? Do you sometimes have to make risky decisions? Competing the Dakar without assistance is a brutal lesson in organization, endurance, intuition, and risk. You go it alone with your motorcycle, your tools, and your decisions. That mindset is very similar to that of entrepreneurship: long-term vision, self-sufficiency, and the ability to constantly adapt. Undoubtedly, that experience has shaped my way of working. What are your future goals? We are transforming Aktiva into We Are Aktivists, the first creative ecosystem specializing exclusively in beauty. It already includes: The Beauty Insighter, Aktiva, Kulture, and Talent. Four brands offering a global service from Barcelona, with offices in Paris and Dubai, and a clear ambition for growth in Europe and emerging markets. Our goal is to build a leading international creative ecosystem. We Are Aktivists, the first creative ecosystem specializing exclusively in beauty, is made up of: The Beauty Insighter, Aktiva, Kulture and Talent 'We Are Aktivists, the first creative ecosystem specializing exclusively in beauty, is made up of: The Beauty Insighter, Aktiva, Kulture and Talent'
CREATIVITY | CREATIVITY 18 ARISTOCRAZY. The project sought to capture the essence of the brand's DNA. The idea was to create a design that celebrated the power of precious stones, their mystical energy, and their connection to nature and femininity. The fragrance was to evoke equal parts sensuality and strength, becoming a symbol of modern feminine energy: confident, radiant, and deeply intuitive. The main requirement was to design a bottle that transcended the traditional aesthetics of perfumes and felt like a jewel in itself: organic, sculptural, and charged with emotion. The shape had to reflect the natural beauty of the minerals while maintaining technical feasibility for production. The main requirement was to design a bottle that transcended the traditional aesthetics of perfumes and felt like a jewel in itself: organic, sculptural, and imbued with emotion. The shape had to reflect the natural beauty of the minerals while maintaining technical feasibility for production. AKTIVA PULL & BEAR. Aktiva's proposal for Pull & Bear's Chilled Banana combines expressive typography and direct communication. A generation's manifesto is literally printed onto the glass using a high-impact screen-printing process. The result is both technical and emotive: a dense and powerful composition that transforms the bottle into a territory marked by a generation with much to say. This direct application to glass posed a challenge in terms of precision and legibility, demanding a balance between freedom of form and technical execution. The result is both technical and emotive: a dense and powerful composition that transforms the bottle into a territory marked by a generation with much to say. This direct application to glass posed a challenge in terms of precision and legibility, demanding a balance between freedom of form and technical execution. AKTIVA Aristrocrazy - Packaging https://aktivadesign.com/ Chilled Banana (Pull & Bear) - Packaging https://aktivadesign.com/ >EL POWER OF PRECIOUS STONES THE POWER OF PRECIOUS STONES >EL MANIFESTO DE UNA GENERACIÓN THE MANIFESTO OF A GENERATION
CREATIVITY | CREATIVITY 19 XXXXX xxxxxxxxxxxxxxx https://xxxxxxxxxxxxxxx.com/ xxxxxxxxxxxxxxx https://xxxxxxxxxxxxxxx.com/ FLAMBOYANT GIN. Inspired by the iconic 1966 National Geographic cover, Thingular reinterprets the image to create a contemporary design that reveals the visual intensity and cultural richness of Bolivia. The label was designed to highlight the country's natural wealth, incorporating detailed illustrations of native flora and fauna in a precise visual composition that reflects its biodiversity and distinctive character. They used recycled paper and water-based inks. The fluorescent ink details add a distinctive element. For the bottle development, Thingular collaborated with Estal, and for the label, with Sagitario, a printing company in Bolivia. The label was designed to highlight the country's natural wealth, incorporating detailed illustrations of native flora and fauna in a precise visual composition that reflects its biodiversity and distinctive character. They used recycled paper and water-based inks. Fluorescent ink details add a distinctive element. Thingular collaborated with Estal for the bottle design and with Sagitario, a printing company in Bolivia, for the label. THINGULAR CREATIVE PARTNERS CASILLERO DEL DIABLO. For its first wine blending grapes from Chile and Mexico, Thingular drew inspiration from the Mexican Formula 1 Grand Prix and explored two richly artisanal creative paths: Huichol art and Talavera pottery from Puebla. They created the initial illustrations, exploring various variations. Each piece of the mosaic was adjusted by the Thingular team to integrate organically into the label's structure, respecting the understated elegance and graphic codes of Casillero del Diablo. Printing: CCL Label (Chile). Label: COTONE BIANCO ULTRA WS Fedrigoni (Global). DEVIL'S LOCKER. For their first wine blending grapes from Chile and Mexico, Thingular drew inspiration from the Mexican Formula 1 Grand Prix and explored two richly artisanal creative paths: Huichol art and Talavera pottery from Puebla. They created the initial illustrations by exploring various variations. Each piece of the mosaic was then adjusted by the Thingular team to integrate organically into the label's structure, respecting the understated elegance and graphic design of Casillero del Diablo. Printing: CCL Label (Chile). Label: COTONE BIANCO ULTRA WS Fedrigoni (Global). THINGULAR CREATIVE PARTNERS Flamboyant- Packaging https://bethingular.com/ Casillero del Diablo Fusion of Inks (Viña Concha y Toro) - Packaging https://bethingular.com/ >BOLIVIA ON A LABEL BOLIVIA ON A LABEL >TWO COUNTRIES, ONE LABEL TWO COUNTRIES, ONE LABEL
CREATIVITY | CREATIVITY 20 AMOR DE BELLOTA. Supperstudio designed Amor de Bellota, a brand of Iberian products that updates a traditional and generally homogeneous category. Drawing inspiration from the world of old-school tattoos, they reinterpreted the meaning of "Amor de Bellota" (Acorn Love) and built a fresh, emotional identity with a strong personality that stands out on the shelf and connects with consumers. Classic and modern elements are fused: lettering inspired by medieval script, an iconic symbol, and a bold color palette. The special Iberian assortment box stands out, with handles that facilitate transport. Pentawards Silver Award. AMOR DE BELLOTA. Supperstudio designed Amor de Bellota, a brand of Iberian products that updates a traditional and generally homogeneous category. Drawing inspiration from the world of old-school tattoos, they reinterpreted the meaning of "Amor de Bellota" and built a fresh, emotional identity with a strong personality that stands out on the shelf and connects with consumers. Classic and modern elements are fused: lettering inspired by medieval script, an iconic symbol, and a bold color palette. The special Iberian assortment box, with handles for easy transport, is a standout feature. Pentawards Silver Award. SUPPERSTUDIO CLUB DE CREATIVIDAD (c de c). 2025 Yearbook featuring the best advertising campaigns of the past year, a design project led by Paco Adín and Lourdes Morillas of Supperstudio, and a collection of six wines under the concept 'The Harvest of the Year'. The wines were produced in collaboration with Coviñas Cooperativa, Avery Dennison, Etinsa, Rivercap, and Kurz. The creative team included illustrators Enisaurus, Gregori Saavedra, Kiikii Jova, Marta Zafra, Maru Godas, and Ricard Jorge, coordinated by The Mushroom Company, as well as photographers Paco Arará and Antón Goiri. The labels address sensitive topics such as the importance of mental health. CREATIVITY CLUB (c of c). The 2025 Yearbook features the best advertising campaigns of the past year, a design project led by Paco Adín and Lourdes Morillas of Supperstudio, and a collection of six wines under the concept of 'The Harvest of the Year'. The wines were produced in collaboration with Coviñas Cooperativa, Avery Dennison, Etinsa, Rivercap, and Kurz. The creative team included illustrators Enisaurus, Gregori Saavedra, Kiikii Jova, Marta Zafra, Maru Godas, and Ricard Jorge, coordinated by The Mushroom Company, as well as photographers Paco Arará and Antón Goiri. The labels for each wine address sensitive topics such as the importance of mental health. SUPPERSTUDIO Amor de Bellota (Grupo Raza Nostra) Naming, branding & packaging https://supperstudio.com/ 2025 Yearbook of the Creativity Club (c de c) - Concept & packaging https://supperstudio.com/ >GROUNDBREAKING DESIGN >CELEBRATE THE BEST OF SPANISH CREATIVITY
CREATIVITY I CREATIVITY 22 DIVERSA TEQUILA. UPM Adhesive Materials contacted Tridimage and proposed that they design a tequila label that would represent what a premium experience means from a Latin American perspective, using UPM materials; the final artwork would be part of their global Premium Performance Label Collection catalog. Tridimage assumed the role of creative direction and brought together four other studios: Boldrini & Ficcardi (Mendoza, Argentina), JVD Estudio (Santiago, Chile), Infinito (Lima, Peru) and Lip / Lucho Correa (Bogotá, Colombia). They were inspired by traditional Latin American textiles, where the strength lies not in the individual threads, but in how they intertwine to form something greater. DIVERSA TEQUILA. UPM Adhesive Materials contacted Tridimage and proposed designing a tequila label that would represent the essence of a premium experience from a Latin American perspective, using UPM materials. The final artwork would be part of their global Premium Performance Label Collection. Tridimage took on the role of creative director and brought in four other studios: Boldrini & Ficcardi (Mendoza, Argentina), JVD Estudio (Santiago, Chile), Infinito (Lima, Peru), and Lip / Lucho Correa (Bogotá, Colombia). They drew inspiration from traditional Latin American textiles, where the strength lies not in the individual threads, but in how they intertwine to form something greater. TRIDIMAGE BARSEL. Brandsummit accompanied Barsel for more than a year in a comprehensive rebranding and brand activation process. The new logo, with clean lines and a contemporary character, is combined with a color palette with green as the main color. The packaging redesign was key: Brandsummit created an adaptable system divided into two main ranges (domestic and professional), differentiated by their packaging, but united by the same chromatic structure. Each product family is distinguished by a color-coded labeling system, which improves shelf readability, segments the product range, and reinforces consistency. The rebranding culminated in a new website and online store and the construction of the digital ecosystem. BARSEL. Brandsummit supported Barsel for over a year in a comprehensive rebranding and brand activation process. The new logo, with its clean lines and contemporary character, is paired with a color palette featuring green as the primary color. The packaging redesign was key: Brand summit created an adaptable system divided into two main ranges (domestic and professional), differentiated by their packaging but united by the same color structure. Each product family is distinguished by a color-coded label system, which improves shelf visibility, segments the product offering, and reinforces consistency. The rebranding culminated in a new website and online store, along with the development of a comprehensive digital ecosystem. BRANDSUMMIT DIVERSA TEQUILA Label https://www.tridimage.com/ Barsel Rebranding & packaging redesign https://brandsummit.es/ >FIVE VISIONS, ONE SINGLE LATIN IDENTITY >REBRANDING AND BRAND ACTIVATION
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