Last week we attended London Packaging Week in London. The event is one of Europe’s leading meeting points for packaging design, innovation, premium print applications, embellishment technologies, and brand communication, bringing together brand owners, designers, packaging specialists, and technology providers from across the industry. The exhibition demonstrated how high-quality printing, creative embellishment, and smart packaging solutions are converging to transform packaging from a protective layer into a powerful tool for brand engagement and consumer interaction.

The exhibition combines the dedicated areas of Packaging Première, PCD, PLD, and Food & Consumer Pack, offering a comprehensive overview of the latest developments in luxury, beauty, beverage, and consumer goods packaging. A strong focus was placed on innovative materials, sustainable packaging solutions, and new ways of using packaging as a tool for communication and brand experience.

One of the most exciting topics we explored during the event was Connected Packaging. A key takeaway was that static packaging is rapidly becoming a thing of the past. By linking physical packaging to digital content and experiences, brands can create entirely new ways of engaging with consumers, providing information, driving interaction, and generating valuable insights. The technology available today already offers far more possibilities than many brands are currently aware of. This represents a significant opportunity for the printing and packaging industry and highlights the tremendous potential for packaging to become smarter, more interactive, and more effective.

We gained valuable insights into this topic during an inspiring panel discussion with Sandra Wagner from AuraVeo. The conversation demonstrated how quickly technological capabilities are advancing and how both brands and packaging suppliers can benefit from embracing connected packaging solutions.