touchpoint packaging at drupa 2016

© Messe Düsseldorf

Packaging redefined: touchpoint packaging at drupa 2024

From 28 May to 7 June 2024 in Düsseldorf, drupa aims to show how brands can realise their full potential with innovative solutions for packaging design and production. The hotspot for the future of packaging will be touchpoint packaging in Hall 3.

Whether industry, retail, universities, designers, material suppliers, printers or converters – they will all come together at touchpoint packaging at drupa 2024. This is where the future of packaging will be discussed, joint projects will be presented and, above all, brand owners will be given an insight into the possibilities of print in packaging and the latest digital technologies. Under the motto “Ready to redefine packaging?”, touchpoint packaging offers valuable input with a special focus on consumer needs, technical developments, legal framework conditions and, above all, the full potential of packaging in marketing. Visitors can expect solutions and inspiration for their food, non-food, pharmaceutical and cosmetics brands. As a growth market, the packaging sector plays a decisive role in the printing industry and is also regarded as a driver of innovation.

Dialogue between design agencies, packaging industry and brand owners

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

Packaging experts along the entire value chain, from material procurement, production and workflow to 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 leading industrial companies are taking part. Including: exciting projects and innovations relating to packaging.

What is important when designing sustainable packaging concepts or how AI is becoming a driver of innovation in packaging production and design: touchpoint packaging is all about the megatrends of sustainability and digitalisation. Based on the findings of global players such as Heineken, Ritter Sport and Lego on the most important challenges in the field of packaging, touchpoint packaging was designed as an inspiration hub with five themed areas: “Neo-Ecology” with a focus on the circular economy and sustainability, “Connectivity” with a view to cutting-edge technologies, “Glocalisation” with ideas on balancing global efficiency and local relevance, “Consumers Mind” with the most important consumer trends and “Future Regulations” for dealing with new sustainability requirements.

Researching and developing together

Partnerships have often led to creative and sustainable packaging solutions, which is why touchpoint packaging is once again promoting valuable cooperation projects this year. The NABA design school and its industrial partners mondi, Landa and Koenig & Bauer will be jointly presenting the results of their work. The best product and packaging solutions from this project will be produced and presented at the trade fair. Visitors will also see the winning projects from the epda Future Packaging Awards.

During drupa, the touchpoint packaging programme will feature daily keynotes, panels and table talks. One of the highlights is the presentation by Mintel. The market research company analyses consumer trends, product launches and new packaging worldwide, offering its customers exclusive knowledge and expertise to stay a decisive step ahead of the competition. At drupa 2024, artificial intelligence will take centre stage 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 robotic automation that optimise production and supply chains while enabling sustainable and consumer-centric packaging designs. Pioneers such as Nestlé and Coca-Cola are already using AI to improve quality assurance and marketing.

Karel Golta, CEO of INDEED INNOVATION, will be appearing at drupa as an “Innovation Rebel”. His presentation will emphasise the importance of the 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 our planet. For him, the power of design plays a crucial role in this.

At touchpoint packaging, Dr Stefan Köhler, Head of Circular Innovation at the STI Group, and Sonja Bähr, Packaging Analyst at TILISCO, will jointly present key aspects of sustainable packaging for compliance with the European Packaging Regulation. The focus will be on compliance with the legislation and the promotion of sustainability in the packaging industry.

In an inspiring discussion, Stefan Hilß, CEO of Linked2Brands, and Güneri Tugcu, Senior Partner Manager at Amazon, will shed light on how printed packaging – the classic touchpoint for consumers – can become a unique platform with transformative power to engage consumers in highly individualised brand experiences.

Innovation Walk

In addition to the offer directly at touchpoint packaging, there will be a tour of visionary, smart and intelligent packaging solutions throughout drupa. The Innovation Walk will provide visitors with inspiration over several days, enabling them to find important points of contact, projects and networking opportunities on the topic.


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