Packaging Première & PCD Milan, a leading event for the luxury packaging sector, will open its doors from May 13 to 15 at Allianz MiCo Milan, Italy.
The next edition will offer a perspective of the world of artificial intelligence, exploring art and design, thanks to the vision of Andrea Filippi and Gabriele Moschin, experts in integrating AI into their works. The graphic art theme chosen for Packaging Première & PCD Milan 2025 is "From AI to AI: From Artificial Intelligence to Augmented Imagination": while AI has improved our capacity for optimization and automation, Augmented Imagination introduces a dimension where advanced technology merges with creativity. In packaging, depth lies on the surface: nature is present everywhere and evokes themes of sustainability and eco-friendly materials; intelligence becomes the tool that drives imagination. This evolution affects all sectors, from packaging and paper processing to printing techniques, projecting a future of extreme transparency and revealing the true essence of each package.
The journey to this revolutionary world begins in the Art Gallery, the event's artistic space, where creation is accelerated by new tools, software, data, and processes that allow it to manifest in diverse forms. Here, the virtual becomes real, showing how the design of the future is shaped through intelligence, imagination, and ideas. Five artists (Aimonia, Eagle Victory, Michele De Matthaeis, Paula Carro Maia, Celine Shen x Washmachine) and four students (Ashley Valentina Zaniboni, Antonina Tina Kake, Yoana Biserova Doneva and Elsa Babkova) from NABA Nuova Accademia di Belle Arti, Domus Academy and HAMK Häme University of Applied Sciences A total of 27 works will be on display, available for purchase throughout the event. These pieces were created with the help of AI and brought to life with the technical support of Valdarno Graphics (printing) and Fontana Grafica (canvas supply).
To make the experience even more immersive, students from the Italian Institute of Perfumery, a prestigious school dedicated to the study of fragrances and sensory experiences, in collaboration with Integrates Fragrances, an Italian company of excellence specializing in the development of olfactory identities for brands and their diffusion in environments through innovative technology, has created three bespoke olfactory experiences. Inspired by the artistic concept of the 2025 edition, the fragrances evoke a garden of the future, where beauty and nature merge in flowers, fruits, and plants. The floral fragrance evokes an ancient and legendary oasis with notes of orange blossom, peach, jasmine, tuberose, and ylang-ylang. The fruity scent captures the creamy sweetness of ripe peaches. The vegetal fragrance transports visitors to an esoteric place, a secret garden filled with mint, basil, sage, green tea, and lettuce.
These fragrances will welcome visitors at the entrance, reception, and Art Gallery, offering a multi-sensory journey where all the senses participate in a unique experience.
Within the exhibition space, an area will be dedicated to Avant-garde, the Packaging Première & PCD Milan initiative, which aims to promote and support innovation in the packaging sector. Three categories (sustainability in the production chain and project execution, innovative design for aesthetics and functionality, and innovative materials), twenty-five selected projects, and a jury of eight experts will culminate with the presentation of awards to three winners and a special mention. The Awards Ceremony Avant-Garde Awards will take place on Thursday, May 15 at 11:00 a.m.
Another essential section is the Design Hub, powered by Avery Dennison, an art gallery that highlights the collaborative spirit between branding and packaging design agencies. This space will showcase exceptional technical and artistic creations, demonstrating how design functions as a narrative tool capable of expressing the uniqueness of each brand with elegance and innovation. Participants Advision, Anisha, Batllegroup, Bulldog, Idem Design, NSG and Okay Monday.
Inspiring lectures
Over the three days of the event, visitors will have the opportunity to attend a comprehensive program of talks addressing sustainability and innovative materials, the evolution of packaging, communication strategies to convey authenticity and value to the end consumer, design and branding, and the role of packaging in optimizing the consumer experience and retail environments.
Must-see sessions on the main stage include: Alberto Lozano Aragonés and Laura Santiago, from Suntory Global, who will talk about sustainability and the world of spirits; Patrizia Caldera (Framesi) and Andreas Wilhelm (PERFUME.SUCKS) They will address how to challenge conventions and communicate sustainability to the end consumer; Anna Toppino (Xerjoff) will analyze strategies and trends in packaging design for retail; Niingjing Zhang (Lancôme) will present a special project by the artist Huda Al Nuaimi for Ramadan 2025; and Filippo Sorcinelli, founder of the eponymous perfume brand, will talk about the complex challenge of designing niche fragrances in industrial production contexts.
In addition to the Main Stage, the Circular Stage will host dynamic discussions on current topics, transforming the space into a hub for ideas. Each day will be dedicated to one of the three pillars of Avant-Garde: sustainability (May 13), innovative materials (May 14), and design (May 15).
To take home a piece of the inspiration and magic experienced at Packaging Première & PCD Milan, visitors can purchase the official event catalog and an exclusive deck of cards at the on-site shop. In the "Deck to Basics" box, each card tells a story: a combination of graphics, elegant materials, masterful printing, and a welcoming atmosphere. The creation of this deck was made possible thanks to the strategic consultancy of Eco-Shopper, who, based on a concept of Lara Castagna, event director of Packaging Première & PCD Milan, facilitated the collaboration with Cartamundi Italy for the production of the cards. The cards are presented in a beautiful box designed by Valtenna, with external details of Luxuro and internal flocking of Fontana Grafica.
“We wanted to create an item that would not only be a memento of this edition, but also a bridge between innovation and tradition: a small treasure trove of emotions and ideas, capable of inspiring every time it's opened,” says Lara Castagna. Augmented imagination in packaging is the art of transporting the consumer beyond the physical object, adding a layer of sensorial and narrative experiences. It's not just about aesthetics, but about creating an emotional connection, where the packaging becomes the first chapter of a story that continues with the brand and the consumer. With this project, we seek to offer an invitation to explore, interact, and dream.
Those who purchase the official catalog or the Deck to Basics box on opening day, Tuesday, May 13, can visit the Madame Furoshiki booth to receive a special package wrapped in the ancient Japanese art of furoshiki: refined fabrics traditionally used to wrap and transport objects. The Madame Furoshiki It will be open to all visitors and will offer them the opportunity to learn how a simple piece of fabric can be transformed into elegant, sustainable, and creative packaging.
Necessary register (free) to access Packaging Première and PCD Milan. Admission is reserved for industry professionals.
