Packaging Innovations London 2017 | London event sees big names and record visitors
With over 4,300 visitors in attendance over the two days, Packaging Innovations and Luxury Packaging London 2017 was the most successful edition to date.
Unilever, Bulgari, Innocent, ASDA, Superdrug, The Body Shop, Chanel, Heineken, Harrods, Dyson and Mars were just some of the major names at the show, as well as leading entrepreneurs Peter Jones from Dragon’s Den and Made in Chelsea’s Francis Boulle. Over 4,300 visitors attended over the two days viewing products and services from 180 leading exhibitors and taking in more than 18 hours of educational content.
James Drake-Brockman, divisional director, Easyfairs’ Packaging Portfolio, commented: “What a show! Not only did we welcome more visitors and host more suppliers than ever before, but we also successfully introduced our
New for 2017, The Pentawards Conference brought together the best and brightest from the packaging design industry, covering everything from the best ways to tell a brand’s story and how to deliver innovation through design, to the added value possibilities when designing through technology. Some of the brands and agencies passing on their knowledge included Bulletproof, COTY, ButterflyCannon, Diageo and Kinneir Dufort.
Speaking at the Pentawards Conference, Asa Cook, creative director, Design Bridge London, discussed ‘packaging design for the goldfish era’. Commenting on research conducted by Microsoft that shows people now have a shorter attention span than goldfish, Cook said that it is now necessary for design to ‘tell a story quickly and through multiple media’ to avoid audiences becoming distracted. Cook concluded that, in an age of social media, if you succeed in creating something engaging, ‘consumers will create the advertising for you’ and they will do it organically.
| A PackagingNews release || September 20, 2017 |||