Future of packaging at drupa 2024

Industry players, trade and university representatives, designers, materials suppliers, printers and converters will come together at touchpoint packaging at drupa 2024 to discuss the future of packaging, present joint projects and offer brand owners insight into the possibilities of print in packaging.

According to the motto ‘Ready to redefine packaging?’, touchpoint packaging will provide valuable input with a special focus on consumer needs, technical developments, legal framework conditions and particularly on the full potential of packaging in marketing.

Visitors can look forward to technologies and inspirations for their food, non-food, pharmaceutical and cosmetic brands.

Messe Düsseldorf has once again teamed up with the European Brand and Packaging Design Association (epda) to provide conceptual and operational support for the trade fair. epda promotes dialogue between design agencies, the packaging industry and brand owners.

Packaging experts along the entire value chain, from materials procurement to production, workflow and finishing, are partners and active participants in the initiative at drupa.

With 4evergreen, Actega, Adobe, Esko, Heidelberg, Henkel, HP, Huber Group, Hybrid Software Group, Koenig & Bauer, Landa, Leonhard Kurz, Linked2Brands, manroland Goss, Mayr-Melnhof, Mondi, Saueressig, STI, X-Rite and Zecher, a total of 20 industry leaders are taking part.

The initiative also includes exciting projects and innovations all about packaging. As content and media partners, Mintel and Packaging Europe will also contribute their expertise.

Based on the findings of global players such as Heineken, Ritter Sport and Lego regarding the most important challenges in the field of packaging, touchpoint packaging was devised as an inspiration hub with five subject areas:  neo-ecology, connectivity, glocalization, consumer mind and future regulations.

Touchpoint program will include daily keynotes, panels and table talks. The focus will be on artificial intelligence as a driver of innovation for the packaging industry. Benjamin Punchard, global packaging insights director at Mintel, will talk about AI technologies such as machine learning and robotics automation that optimize production and supply chains while also allowing for sustainable and consumer-oriented packaging design.

Karel Golta, CEO of Indeed Innovation, will appear as an ‘innovation rebel’ at drupa. His talk highlights the importance of circular economy to promote a sustainable global ecosystem. Golta calls on companies to rethink innovation and take bold steps to improve the future of all life on earth. According to Golta, the power of design plays a key role in this process.

Dr Stefan Köhler, head of circular innovation at the STI Group, and Sonja Bähr, packaging analyst at Tilisco, will present central aspects of sustainable packaging to comply with the European packaging regulation at touchpoint packaging.

Stefan Hilß, CEO of Linked2Brands and Güneri Tugcu, senior partner manager at Amazon, will highlight how printed packaging – a classic touchpoint for consumers – can become a unique platform to integrate consumers into highly individualized brand experiences with the help of transformative power.

In addition to the range of events directly at touchpoint packaging, there will be a tour of the entire drupa premises on the topic of visionary, smart and intelligent packaging solutions.