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Event Spotlight

Luxury Packaging London 2017

Although packaging is a growth sector, it is also competitive. Rob Fletcher looks ahead to Luxury Packaging London to see how it could help you gain an advantage in the market

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Luxury Packaging London 2017 will take place at Olympia London from September 13th to 14th

Experience the Packaging

‘Luxury is about more than a quality product; it is about giving your customer an experience. That experience starts with the packaging.’ These are the words that greet visitors to the Luxury Packaging London 2017 website, and looking at this from the mindset of a print-service-provider (PSP), this statement is hard to disagree with.

Luxury Packaging London 2017 is an event that focuses on the finer side of packaging work—specifically on how to produce prestige and bespoke short-run work for customers, which will often include special effects and finishes.

Luxury Packaging London 2017 will feature a range of exhibitors from both print and non-print backgrounds, allowing visitors to see the full scope of packaging work

This year’s event will take place from September 13th to 14th at Olympia London, and with a number of brands known across the print industry due to feature, it looks set to offer plenty of value to PSPs hoping to gain a key advantage over their competitors in the print packaging market. Part of the wider and more industrially-
focused Packaging Innovations show, we chose to focus on its satellite event due to its increased relevance to you, the commercial printer.
Significant growth

As many in the industry will know, printed packaging is an area of huge growth, and has been for some time. This has not gone unnoticed by Easyfairs, organiser of Luxury Packaging London and James Drake-Brockman, divisional director of the Easyfairs Packaging Portfolio, says that the event will offer further insight into opportunities within the luxury area of this market.

“Print for packaging is where lots of exciting developments are happening, with the market seeing significant growth,” Drake-Brockman says, adding: “To keep the print industry appraised of the newest offerings, our event offers print buyers and specifiers the opportunity to see the very latest innovative solutions in the market.

“With so many leading suppliers together under one roof, the show presents a unique opportunity for the industry to come together, network, and learn. Our exhibitors cover the entire spectrum of printing requirements, from colour labels and high-end finishes, to colour management and intelligent print packaging.

“This means that buyers and suppliers have the opportunity to see state-of-the-art technology, equipment, coatings, inks, and paper that could transform their work, and therefore, their business.”

The floorplan includes many names that will be familiar to those from a print background, but what also may be of interest to those in our industry are the various in-show features that will be included at Luxury Packaging London this year.

Drake-Brockman explains: “As well as a handful of show favourites returning, like the ‘Innovation Showcase’, ‘Innovation Wall’, and the ‘Packaging Consultancy Clinic’, there are two new developments for this year which we are excited about. We are taking on a brand new seminar format for our keynote theatre programme and this is going to allow more focus on the key packaging and print markets of food, drink, beauty, and luxury.

‘Innovation Showcase’, ‘Innovation Wall’, and the ‘Packaging Consultancy Clinic’ are among the features visitors can look forward to at the event

“We are also launching a brand new, free-to-attend ‘Packaging Design Summit’. This will be run in association with the Pentawards, the most prestigious worldwide competition devoted to packaging design in all its forms, and we are expecting some real showstoppers.”

Drake-Brockman adds: “The show is the culmination of a year of hard work across the whole packaging team. We are constantly speaking to our key contacts to ensure that we are providing our visitors with the most up to date technologies and innovative solutions. We are providing them with the perfect platform to future proof their organisations and remain relevant in this ever-changing market.”

Exciting times

One of the familiar names on the floorplan this year is Celloglas, which offers a wide range of print finishing options to its customers. Darren Howard, business development manager, says the company has identified luxury packaging as a growing area of the business and is keen to capitalise on interest in this sector.

Celloglass reintroduced its Mirri paper this year at Retail Design Expo

Howard expands: “For years we have worked with independent clients on luxury packaging, working with those brands who have the flexibility to play with print and materials to really stand out in the market—and now the bigger brands are realising they need to fight back.

“A huge part of our role with clients is to be a consultant, offering the best advice and creative solutions to innovating in luxury packaging. Many of our print finishing effects are still to be explored by many brands so we are excited to show them what they could be doing differently.

“We are also keen to illustrate how our finishing can be tied in across multi-channel mediums, so there is consistency across POS and marketing literature as we work with many clients to provide this all round service.”

Howard says Celloglas will be hoping to speak with both brands and packaging designers that are keen to “step up their game” with print finishing on packaging. Celloglas will be showcasing a wide array of print finishing options; ranging from photochromic and glow in the dark, to food-safe lamination, pearlescent varnish and the firm’s bespoke ‘Mirri Wow Packs’.

Howard adds: “We are excited to show delegates what the possibilities can be when you have fun with print finishing, and how luxury does not need to blow the budget.”

We are excited to show delegates what the possibilities can be when you have fun with print finishing, and how luxury does not need to blow the budget

Back to black

Also set to feature this year is James Cropper, a prestige paper innovator that will focus on its selection of black papers. The company holds recipes for over 50 different shades of black, with four ready-to-order FSC-certified black ranges available from stock and other blacks developed as custom projects.

James Cropper will demonstrate how printers can use its range of black papers to create packaging products with a luxury feel

Susan Wilson, group packaging director at James Cropper, says: “Our Tailor Made service offers a wide range of bespoke solutions, with clients able to choose everything from the individual fibres used to make paper to the ways they are engineered, embossed, and converted. Naturally, a huge part of this comes down to colour—something we are internationally renowned for.

“Most people take this to mean our specialism lies in the colours of the spectrum and imagine reds, blues, greens, and so on. Of course, these are important, but when it comes to packaging, black paper is like a wardrobe essential—it brings an air of sophistication and class, and has timeless appeal.”

Visitors to the event will have the opportunity to see products such as Liquorice and Black Lentil from the Dolcelicious range, both of which are billed by the firm as ‘luxurious’ food contact approved non-carbon papers that are made from pure fibre.

Also due to appear at the James Cropper booth is Black Bowston, which is made from 100 percent recovered fibre, and Vanguard, the company’s flagship colour range, that has a smooth finish suitable for promotional print.

Wilson adds: “We’re looking forward to demonstrating the versatility of paper packaging and how it can be used to elevate the product within, while satisfying sustainability credentials. And when it comes to colour, more and more luxury brands are turning to the darker palette for their packaging, and black certainly offers great contrast to many types of printing foils, enhancing that premium effect and giving fantastic shelf appeal.”

A host of other brands will also be in attendance at the Olympia in September. Dongguan MingFeng Packaging will showcase how print can be combined with traditional wooden packaging techniques to create luxury-looking products, while Envases Metalicos Eurobox will demonstrate the power of embossing and how this can be used alongside print to produce packaging.

In addition, for an insight into how leading brands turn to print to add an extra-special feel to packaging, many exhibitors will be bringing examples of packaging that show the value that big companies place on print. For those on the lookout for further proof of opportunities in this market, and also those keen to gain inspiration as to how they can expand their own service offering and enter the printed packaging market, these stands will be well worth visiting.

O Factoid: Olympia London will play host to Luxury Packaging London 2017. During World War I, the venue was used as a temporary civil prison camp for German nationals. O

Although you can see solutions for packaging work at many of the print industry’s major events, what makes Luxury Packaging London so unique is that it focuses on luxury and the opportunities here. Combining quality print techniques with new and innovative packaging practices, the scope for growth in this area is a wide ranging and exciting one.

The Luxury Packaging London organising team concludes: “As the only prestige and bespoke packaging event in the UK, Luxury Packaging is dedicated to bringing together packaging buyers and decision-makers with inspiring suppliers and an incredible range of bespoke and prestige solutions they provide; catering to the all industries, from beauty and jewellery, to clothing and food and drink.”

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