On 5 and 6 April 2017, the Packaging Innovations Show in conjunction with Luxury Packaging and Label&Print in Berlin promises fireworks for the design, branding and lifestyle industry and will shed light on packaging development from the initial idea to the finished product. An interview with Martina Hofmann, Group Event Director of Easyfairs Deutschland GmbH.
With the new Packaging Innovations concept, organiser Easyfairs is entering a new event era that offers products and exhibitors an impressive stage. At the Interface to fashion, art and Lifestyle the event will provide fresh impetus in various areas of packaging development and design in the future. In addition, attractive presentation areas will take centre stage. For brands and exhibitors, it is not enough to design their developments to be attractive and functional; they also need to place them in the right context and the right shop environment. This includes a special location and a convincing stand or shop design that immediately captivates visitors and consumers.
The next opportunity to present your best side as an exhibitor or to be inspired as a brand will be in Berlin in April 2017. With the Arena Berlin Packaging Innovations has found an impressive platform that invites a comprehensive exchange of information, creative interaction and relaxed networking.
Design meets technology
Martina Hofmann, Group Event Director of Easyfairs Deutschland GmbH, explains the character of the upcoming event.
pj: Ms Hofmann, packaging is examined from both a marketing and a production perspective. How is it possible to present the entire process in an attractive way for the various interest groups?
Martina Hofmann: The event takes place under the motto „Design meets technology“ is ushering in a new era and giving exhibitors and visitors the chance to be part of a unique event. Especially in times of digitalisation, the combination of design and technology is more important than ever before. Innovative, inspiring, hands-on - this is how you can experience packaging in all its dimensions. Sustainable product and packaging designs can only be created with the best of design and technology. And packaging does not end with the folding carton. The PoS is a merciless place. Your own product must be skilfully presented in order to „seduce“ the customer into buying it. So it's about showing how to Harmonising packaging, product and presentation in the shop brings. The mixture of exhibition, extraordinary showrooms, Area of Taste and an exceptional supporting programme provides visitors with the latest trends and inspiration „up close“ and sustainably.
pj: Which sectors does the event triumvirate attract (and why)?
Martina HofmannBrands, as well as product and marketing managers from all sectors - from food to the luxury goods industry - benefit from the different focal points of the three trade fair events. They gain important insights into design & production and immediately understand which packaging, displays, finishes and services achieve the desired results and can build a sustainable network directly on site.
pj: What is the visitor structure based on experience?
Martina Hofmann: The new event concept (Packaging Innovations Hamburg 2016 in the Fischauktionshalle) has changed the visitor structure. The percentage of responsible brand and product managers and brand owners has increased from just under six per cent to 16 per cent.
pj: Mrs Hofmann, what excites you about the concept of shedding light on the entire life cycle of packaging?
Martina Hofmann: It is not new to illuminate the cycle of a packaging life all around, it is about the unique event architecture, the presentation space. Let's take the example of exhibitor Karl Knauer, who is presenting the topic of „Multisensory technology“ The aim is not to present empty cases in showcases as „lifeless“ objects, but to stage a stand as a stage for an emotional and multi-layered „play with expectations“: Cardboard stands, art house installations, mobile case presentation areas - we play with formats and materials and provide exhibitors and partners with customised solutions for their products.
pj: What expectations do you have going into the metropolis of Berlin?
Martina Hofmann: Berlin is the capital of modern design, attracting creative people from all over the world with its fascinating flair and lively atmosphere. A „must go“ for innovative and influential companies, brands and visionaries. Our long-term plan - from 2017 - is to make Berlin the centre of an extensive network of brands, manufacturers, suppliers, media and other business influencers every year in April. And we don't want to miss out on the fun: The Packaging Art Night will be an event that the industry will not soon forget.
