The future is green for luxury packaging at LuxePack
The luxury packaging exhibition, opening on October 28, focuses on the perfume, cosmetics and fashion industries as well as the spirit and luxury beverage sectors.
PDA convention
This year’s show includes an all day convention from the European Brand Design Association (PDA) that asks how a brand can be desirable and durable.
The PDA brings together more than a hundred designers from some of the most well known agencies and according to LuxePack, their presence at the show for the convention is an industry first.
Patrick de Noray, from Tetra Pak France, will join LVMH’s Syvlie Bérnard to discuss topics such as the environmental impact of packaging throughout the product's lifecycle and investigate whether it is possible to reconcile luxury packaging and the environment.
Such a spotlight on eco-design is crucial in the current marketplace, where luxury brands in particular have to be able to marry luxurious packaging with a decreased environmental footprint.
The show organisers highlight the changing world of luxury and refer to eco-design as one of the mainstream trends affecting the market.
“Beyond the effects of fashion, mainstream trends are developing in our societies. This also includes the consumption of luxury products, both today and in the years ahead: responsible and ethical luxury, caring about the planet. But also, luxury that invites you into a marvellous world of surrealism and magic.”
Packaging personalities share ideas
Other experts who will be sharing their experiences at the show include Stanislassia Klien head of the brand Stella Cadente, and perfume historian Elisabeth de Feydeau.
Visitors will also be invited to take part in seminars that explore topics such as how to position a brand in the luxury category, led by Ute Von Buch, chief editor of Creative Verpacken.
The relationship between marketing departments and packaging manufacturers will also be discussed in a roundtable moderated by the chief editor of Fornes de Luxe, A Lavaud.
Last year’s show attracted more than 6,000 visitors, over 50 per cent of whom were from outside of France. Furthermore, the organisers report that fragrance and cosmetics dominated the show in 2007, with over 70 per cent of visitors coming from these sectors.
