PI-EventDiary_engl_sept_16

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03
WELCOME
P.03
THREE EVENTS, ONE SHOW
P.04 - 05
DESIGN MEETS TECHNOLOGY –
INTERVIEW WITH MARTINA HOFMANN
P.06 - 08
PREVIEW BERLIN
P.09 - 11
ARENA BERLIN – THE STAGE FOR
DESIGN AND TECHNOLOGY
P.12 - 15
EVENT KEY FACTS & STATEMENTS
P.16 - 19
WELCOME TO THE NEXT
EVENT DIARY EDITION –
ENJOY OUR
LATEST NEWS
LUXURY SHOWROOM – THE STAGE
FOR BRANDS
P.20 - 22
5 1/2 QUESTIONS FOR RLC GROUP
P.23 - 25
MEET US AT THE
CREATIVE PAPER CONFERENCE
P.26
OUTRO
P.27 - 29
IMPRINT
P.30

04 05
THREE EVENTS, ONE SHOW
The international event for packaging solutions, design,
POS and brand building.
Packaging Innovations is a creative hot-spot for the
design, branding and lifestlye sectors. Packaging is
examined from the perspectives of both marketing and
manufacturing.
EXHIBITORS FROM THESE AREAS
• Design & branding
• Packaging creation & development
• Manufacturing of displays & POS fittings
• Brand building & product positioning
• Packaging production & manufacturing
The visionary Luxury Packaging Pop Up Store, where
brand, product and packaging become tangible
commodities.
EXHIBITORS FROM THESE AREAS
• Design & branding
• Packaging creation & development
• Branding & packaging consultancy
• Packaging production for cosmetics, flacons,
boxes, pouches, sacks, bags
• Manufacturers offering specialised packaging &
individualised, hand-made products
The top event for print, marking & finishing technologies.
Since its successful launch, Label&Print has continued
to thrive and grow. Besides classic topics like print for
packaging and marking technologies, the show has been
expanded to include ID and recognition technologies.
EXHIBITORS FROM THESE AREAS
• Labelling & marking technology
• Print technologies
• Prepress, systems & software
• Print finishing & processing technology
Whether you’re selling branding or packaging materials,
the products come to life in an attractive and modern
ambience. Set apart from the commotion of the trade
show, the Pop Up Store offers visitors a magical respite
from the hubbub, a place to feel good and linger –
and at the same time learn something important. It’s a
completely new trade show experience.
The showroom is ideal for brands and/or products from
the areas of fashion & accessories, food & beverage and
cosmetics & healthcare.

06 07
MARTINA
HOFMANN
GROUP EVENT DIRECTOR,
PACKAGING INNOVATIONS
AN INTERVIEW
WITH
the look & like
M: With ‘design meets technology’ we want to say that
Packaging Innovations will cover all aspects of packaging
development - from the idea conception to the finished
product.
Where some might envision only smoke and mirrors and
others see dreary machinery, it turns out that the production
process is a highly sophisticated dance between innovative
technologies and appealing trends and creations. Unveiling
a product – coaxing it out of its container – has become
an emotionally charged experience, which is why the right
balance of design and functionality has grown in importance:
the job of packaging is also to inspire and delight the enduser.
Just this past June, we ran a very successful special event
concept in the Fischauktionshalle. It all centres on packaging
as emotional communication medium linked with the topics
of art, lifestyle, convenience and technical expertise.
In Berlin, the focus is on design and branding for luxury and
prestige products, as well as print for packaging and finishing
techniques.
M: These things really expose the need for new event
experiences. ‘Pop-up-isation’ – meaning the combination
of exclusivity with limited editions and the exquisite
presentation of products with meaningful content – creates
a unique interaction with the brand. Offline and online
worlds meet in the middle and are inextricably linked.
And true to our promise of ‘multi-sensorial brand
experiences’, in 2016 we’ve already tested this concept in
our Pop-Up area: It demonstrated tangibly the seductive
power of packaging and showed how much innovation was
behind it.
“ Unveiling a product – coaxing it
out of its container – has become
an emotionally charged experience,
which is why the right balance
of design and functionality
has grown in importance: the job
of packaging is also to inspire and
delight the end-user.
DESIGN MEETS
TECHNOLOGY –
SIGNS OF THE
TIMES!
The leitmotif of the next packaging innovation show
is ‘design meets technology’. Martina Hofmann, show
manager and the creative force behind the event,
divulges some important details about it to THE
LOOK & LIKE.
TL&L: Dear Martina, especially in conventional industries
and businesses, people tend to think in stark contrasts.
Often it’s either this OR that, like design vs. technology –
but what usually makes for a successful concept is the right
mix of things. So: what should the potential exhibitors and
visitors at Packaging Innovations 2017 expect from the new
show theme, ‘design meets technology’?
Together with our partners - the trade association POPAI,
Creativ Verpacken, PrintCity Alliance, Harper’s Bazaar
- we’re able to offer our exhibitors and visitors a varied
program of design technology.
Updates on our exhibitors and to the show programme are
posted regularly on Instagram, Facebook and Twitter, as well
as on our website.
TL&L: On the subject of humans & machines: the fusion
of traditional handicraft and innovative technology, creative
design thinking and systematic algorithms, as well as offline
and online tools – just this past year, these ideas have
increasingly crept into the consciousness of the masses. Not
to mention such topics as the Metropolitan Museum of Art’s
“Fashion in the Age of Technology” or Bread&Butter with its
trendsetting new fashion design tool by Zalando and Google.
Which exhibitors stand to benefit from these leading-edge
events and shows – and most importantly, how?
This is where you could find, among others, the ‘Karl
Knauer Champions Lounge’, where prominent brands were
presented in award-winning packaging, including Bacardi/
Bombay Sapphire (28 global awards for packaging), LVMH/
Glenmorangie, Alpirsbacher Bier, Senft, Lindt, etc.
And then the innovative Mumm Art Collection showed
how to cleverly drape what’s inside. In the limited MUMM
Artist edition with Alex Trochut, Constantia Flexibles
raises taste to a fine art. The goal was to beam the brand’s
value right onto the store shelf. In the Pop-Up Showroom,
visitors could personally test the three varieties and verify
for themselves how limited-edition packaging turns the
contents into a collectible; they could also ask experts why
visual authenticity is so important nowadays.
In 2017, we’ll continue this discussion in Berlin with our
Luxury Packaging Showroom.
A pop-up area curated by Harper’s Bazaar provides brands
and suppliers from all the most relevant lifestyle areas
– ranging from cosmetics and indulgence to fashion &
accessories through to interiors – the opportunity to present
their goods and packaging exclusively and interactively.

08 09
“A pop-up area curated by Harper’s Bazaar provides brands and suppliers
from all the most relevant lifestyle areas the opportunity to
present their goods and packaging exclusively and interactively.
In this part of the show floor, packaging becomes a storyteller
and transmitter of value, exuding with emotion, authenticity
and tradition. Whether subtly or entreatingly, it highlights
the opulent appearance of luxury and prestige goods.
Packaging is a very special touchpoint that promotes a
lasting relationship with the target audience. All innovative
companies, service providers and brands can profit from
participating in this unique exhibit in Berlin next year.
TL&L: The move to the Arena Berlin raises a variety of new
opportunities. That also has an effect on the kinds of visitors
who will be enticed to attend. Martina, take a quick look into
your crystal ball: which visitors will fall under the spell of next
year’s event?
M: The show will appeal especially to designers, brand
owners, product managers and packaging professionals. We
were delighted to welcome all of these to the last Packaging
Innovations at the Fischauktionshalle. Among them were
also a lot of visitors from the food, cosmetics and consumer
goods industries, like Alnatura, Beiersdorf AG, BASF,
Bell, Brown-Forman, Caterpillar Motors, Carl Kühne KG,
Edding, Edeka, HP, J.J. DARBOVEN, Johnson&Johnson,
Lufthansa-Technik, 3M, Montblanc, mymuesli, Novo
Nordisk, Pelikan, Porsche, STABILO, Rügenwalder Mühle,
Scholz & Friends, Tchibo and Unilever.
TL&L: Last year, for the first time, Packaging Innovations
embarked on a media cooperation with Harper’s Bazaar. The
limelight was focused on exciting lecturers from the fashion,
branding and cosmetics industries, who debated the role
of packaging at the interface of design, sustainability and
luxury. In what form is this partnership planned to continue
next April? What controversial topics and activities can
visitors look forward to?
M: This year, the Harper’s Bazaar roundtable was hot on the
trail of ‘sustainable luxury and the luxury of sustainability’.
The talk with Barbara Kraus raised quite a buzz. High-level
experts including Tobias Phlebs (Brand Union Germany),
Andrea Karg (founder and artistic director of the ALLUDE
cashmere fashion label), Steffen Seifarth (cosmetics
industry) and Markus Lingemann (OFF Office) shed light
on the topic from various angles.
In Berlin, we’ll work with Harper’s Bazaar to launch the
exclusive Luxury Packaging Showroom. With the help of a
design agency specialised in the areas of retail consulting,
retail design and interior design, we’re expecting to develop
an attractive programme and a visually stunning backdrop.
After all, the focal points are going be ‘Store of the Future’
and ‘Smart Revolution’. So, this is where design will have to
join forces with technology in order to create something
great.
OUR UPCOMING SHOW
WILL TAKE PLACE
IN THE CENTER OF
CREATIVITY
PACKAGING INNOVATIONS
BERLIN 2017
#BEPARTOFTHEPI
In terms of design, Berlin is a rising star and a top destination
for visitors from all around the world. But it’s not just the
international communities that make this location exciting,
it’s the creative potential that’s already there.
Start-ups, innovative SMEs and international global
concerns are all based in Berlin; they use the city as a test
lab. And some 700 consumer goods manufacturers are
headquartered in the region, employing over 100,000
workers and producing about €24 bn in revenues. That’s
why we’re expecting the top creatives and innovators, not
only from Germany but all across Europe.

PREVIEW BERLIN 2017
Berlin is the capital of modern design, a city that attracts creative types from all over the world with its fascinating flair and lively
atmosphere. A must-see event for innovative and influential companies, brands and visionaries. Meet decision makers from a variety of
industries – managing directors, brand names, purchasers, print service providers, product developers and marketing, product and brand
managers – who are looking for innovative solutions, creative suppliers and inspiring products.
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The 6,500 sqm multifunctional Arena provides a high-calibre tradea show infrastructure directly on the banks of the Spree.

PHILIPP
BLUME
PRESIDENT AT PAPERTOWN
AN INTERVIEW
WITH
the look & like
12 13
ARENA BERLIN –
A STAGE
FOR DESIGN &
TECHNOLOGY
“ Packaging material as a poetic component
of a superordinate dramaturgy
An event is only as good as its environment allows. Its
concept has to adapt to the four walls within which it
presents itself, so that it radiates a sense of harmony
and comfort. The rough charm of the Arena Berlin,
directly on the river Spree, perfectly reflects the theme
of the next Packaging Innovations and its sister events,
Luxury Packaging and Label&Print. The old factory
hall features traditional and minimalist industrial
design paired with sophisticated event infrastructure.
In April 2017, it’ll be turned into a playground for the
sustainable stage designers from Papertown. In a brief
interview, Philipp – El Presidente of Papertown – tells
us how they’re planning to transform the hall into a
packaging arena.
TL&L: How will the ‘design meets technology’ theme be
reflected and communicted through the stand design?
P: The design itself takes place in that limbo space
between art and architecture that pays absolute devotion
to corrugated cardboard as a material - and it’s refined
even further with each new project. The design and
construction technologies that we develop represent
completely new approaches in the area of eco-design;
along with our other products, they can be examined
in detail on the basis of our stands. For anybody who’s
interested, we’ll be presenting our methods in detail at
our own booth – and maybe we can even attract some
new talent for our team!
TL&L: Instead of the standard trade fair look, the
Papertown stand concept offers unusual design
possibilities. Exactly how will exhibitors be able to
customise their presence in 2017?
P: We imagine this event as a kind of big book like
a graphic novel or a magazine - a sort of ‘physical
corporate identity’, a form ‘committed to paper’ – in
which every exhibitor can create a page. Our material
is perfectly suited to carrying messages of any kind,
directly by printing on its surface. Thus, objects that are
essentially the same can assume completely different
identities through variations in content.
TL&L: Dear Philipp, how does one wrap up several
thousand square meters of factory floor into a coherent
stage design?
P: Through the systematic use of an unconventional
material, that’s how! Our corrugated cardboard will
generate a consistent, unique look that aligns the event
stylistically. Packaging material as a poetic component
of a superordinate dramaturgy – with landmarks like the
Art House at the centre of the show, the Pop-Up Area
as an open marketplace, lounges as relaxing retreats...
there’s something for everyone.
The staging will pick up and run with the existing
dynamics of the hall - completely embedded in the
context of this event, which stands in interesting
contrast to its surroundings.
TL&L: At the last Packaging Innovations in the
Fischauktionshalle, where the Papertown Art House
formed the heart of the event, you had just been
awarded an iF Design Award. Can you tell us already
which Design 2017 will be featured at the Arena Berlin?
P: Well, this project is still in the design phase undergoing
lots of different ideas and inputs. But I can tell you this
much now: in terms of construction and staging, we’ll
be leaning much further out the window this time, and
in terms of content, it’ll go much more in the direction
of show and action! Just imagine a kind of multimedia
entertainment dome, complete with catwalk, concert
stage and light show. Something along the lines of
‘Buckminster Fuller meets David Copperfield’.

15
“ We imagine this event as a kind of big book like a graphic novel or a magazine
- a sort of ‘physical corporate identity’, a form ‘committed to paper’ – in which
every exhibitor can create a page.
WE OFFER MORE THAN JUST A
STAND; IT’S AN EXPERIENCE.
WHETHER ALL-IN CARDBOARD OR
ALL-IN STANDARD, YOU’LL FIND THE
PERFECT EVENT PRESENCE FOR
YOUR BUDGET AND OBJECTIVES.
ALL-IN STAND PACKAGES
STARTING
AT 3.050,- EURO

16 17
EVENT KEY FACTS
& STATEMENTS

18 19
HAMBURG 2016
FIGURES
QUOTES
& STATEMENTS
Product / Brand Manager
CEO
Sales / Account Manager
Graphic Designer
Packaging Designer
Propriertor / Owner
Operations Manager
Marketing Manager
Purchaser
Marketing Director
Research & Development Manager
Print Specialist
Product Designer
Engineering & Production
Production Manager
Communication Director
Independent
VISITOR JOB FUNCTION
“Packaging Innovations is a fresh and local road-show concept that the organisers
take touring through various popular European cities, thereby setting new standards
for high-value trade shows on the packaging industry.
Our conclusion is that the format works perfectly for both exhibitors and visitors!
It provides a glimpse into the innovative areas of the packaging industry and offers
interesting lectures and workshops, as well as allowing plenty of space for networking.
This kind of trade show is a lot of fun!
Frank Rehme, Managing Director, Zukunft des Einkaufens
and Kathrin Mussmann, Founder and Owner, Impulsagenten
45 EXHIBITORS
1.300 VISITORS
Among the visitors:
Alnatura • Beiersdorf AG • BASF •
Brow-Forman • Carl Kühne KG • Edding •
Edeka • HP • J.J. DARBOVEN •
Johnson&Johnson • Montblanc • mymuesli •
Pelikan • Porsche • STABILO • Tchibo •
Unilever • uvm.
“We’ve been very happy with these two days at Packaging
Innovations in Hamburg. We made some interesting
new contacts and attracted some new customers. The
quality of the visitors was very good; well-informed trade
professionals came up to us with concrete requests, absolutely
our ideal target audience. And the Fish Auction
Hall was perfect for the event – a really cool venue with
lots of charm.”
Anders Hansen, Managing Director, The IDP Group
(Great Britain)
in % 0 2 4 6 8 10 12 14 16
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VISITOR INDUSTRIES
We welcomed visitors from the following industries (in descending order of representation):
“A great product just won’t sell without terrific packaging: As a graphic designer,
I find this topic extremely important. These two interesting days gave me the opportunity
to check out the latest trends and to gather a wealth of information. In
my mind, what made Packaging Innovations and the PackagingCamp so fascinating
was the integration of expert lectures and practical experience through group
workshops – where one could also make excellent connections.”
Sabrina Grabher, Multimedia Design, WorldConnect AG
Food & beverage, design agencies, services, wholesale & distribution, luxury & prestigious goods,
printing & publishing, paper & cardboard, cosmetics & beauty, personal care & hygiene, graphic
design, retail, marketing agencies, product design, e-commerce, pharmaceutical industry, textile &
clothing, manufacturing, furniture & decor.

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LUXURY
SHOWROOM –
THE STAGE FOR
BRANDS, A
SPECIAL SPOT BY
HARPER’S
BAZAAR
HIGHLIGHT:
Created in cooperation with our media partner,
Harper’s Bazaar, the Luxury Showroom provides for
a unique experience and ensures the generation of
attractive media content.
DO YOU WANT ONE
OF THE COVETED
SPOTS IN THE LUXURY
SHOWROOM?
“ Brands can tell emotional stories
about the special creation of packaging
and shop design, and they generate
multi-sensory experiences.
Contact Martina Hofmann for details.
Never before was the outside of a product so important
for the luxury and prestige goods industry. Special
packaging and showrooms can transmit essential brand
values, telling emotional stories and creating multisensory
experiences. In this way, design underscores
the unique appearance of a brand.
Our Luxury Showroom offers the perfect stage for
innovative and head-turning brands. Sales, experience
and design are at the forefront in this area. Your brand
products are available not only to be seen and touched
by onsite visitors but also to be directly purchased.
The pop-up concept is particularly attractive for the
following industries:
• Cosmetics
• Food & Gourmet
• Fashion & Accessories
• Interior

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GET TO KNOW THE
EXHIBITORS
OF 2017
5 1/2
QUESTIONS
TO
STEPHAN BESTEHORN
MANAGING DIRECTOR
RLC | PACKAGNG GROUP

24 25
TL&L: How would you describe your company in three
words?
SB: Innovative. Passionate. Customer-oriented.
TL&L: Or in other words... are you plotters-andprinters
or InDesign-and-Photoshop?
creative purposes. The Macintosh was a real milestone
for our pre-press, and it replaced classic film production
because “a film belongs at the movies!” That’s what the
marketing campaign was called that ushered in a new
era of print preparation. Now our Macintosh just sits on
the shelf, but we remember it fondly as a symbol for the
first step towards digitisation.
SB: Both! For the perfectly produced product, you need
knowledge in design, but you also need implementation
competence ... This is completely in line with our
way of thinking: we’re constantly questioning design,
technology and processes in order to make packaging
ever better – without forgetting where we came from.
You can have the fastest and fanciest car, but it’s got no
value if you don’t know how to drive it! So, with us, you’ll
find InDesign, Photoshop, plotters and printers - as well
as the people who know how to use it all in concert.
TL&L: The theme of the next Packaging Innovations is
‘design meets technology’. Which of the innovations of
the recent past would you rather not do without?
SB: Oh, the ‘swipe’ - on a smartphone, tablet or
notebook. With one small motion you reveal, delete or
link data. This simple hand movement, made possible
through innovative technology, has greatly simplified life
and established itself permanently in our daily routines.
“ A recent example of how technology
and design complement each other
can be seen in our our ‘Lumen’ concept
study, an innovative packaging
concept that combines glow-in-thedark
with special designs for producing
eye-catching effects.
Increasingly, the innovations of the recent past are to
be found in efficient inline production. Today, more and
more effects can be produced cheaply inline.
TL&L: What technologies does your company insist
on? How do design and technology complement each
other?
SB: Our aim is to find the most efficient way forward
for packaging. We do this based on our lean philosophy,
which also means that we utilise new digital options
throughout the entire value chain. Direct, flexible and
creative! This means things like computer-aided design,
digital visualisations or mock-ups, virtual 3D shelf
simulations or the networking of packaging with the
digital world through NFC tags or printed electronics.
A recent example of how technology and design
complement each other can be seen in our our ‘Lumen’
concept study, an innovative packaging concept that
combines glow-in-the-dark with special designs for
producing eye-catching effects. As a highlight, printed
electronics enhance special shapes and colours or
individual details of various kinds of packaging. Different
switching mechanisms set the light function to activate
directly at the point of sale or later, when the packaging
is opened – whichever is needed. The benefits: In
contrast to lighting solutions, the individual components
don’t have to be manually integrated into the packaging
in advance. Thus, luminescent packaging is suitable for
mass production.
particular, it’s the secondary functions that will change,
meaning the interaction with or connectivity to the
customer. The packaging will provide, for example, more
information or memory features, or it’ll serve as therapy
support. This is where digital packaging solutions come
in. They still retain the traditional primary functions
such as protection, transport and storage. But on top of
that, the packaging can actively help implement these
functions more effectively for all the links in the value
chain. It becomes an interface between the digital and
real worlds – and thus much more personal. Like, my
milk carton sends a message to my smartphone to tell
me that I should stop by the supermarket after work.
Ideally, it also knows that I should pick up more coffee
or cocoa at the same time. It’s equipped with sensors or
NFC technology.
through relief and blind embossing. A hot foil stamp in
shiny gold also adorns the wrapper: the company logo.
This chocolate really gives you the feeling of having
bought something extraordinary. And by the way: the
chocolate is also delicious ;-)
Art on the outside as well as on the inside.
SB: But if you ask me what I think was revolutionary
in the packaging and printing industry: I remember
the first Macintosh Classic that my brother – also a
Managing Director of the rlc | packaging group – bought
for our pre-press about 25 years ago. While the ‘digital
natives’ generation has grown up with the finger swipe,
at that time we had to learn how to use the mouse for
TL&L: Please describe the packaging of the future.
What features will, say, a milk carton be equipped with
in 20 years?
SB: The packaging of the future is increasingly becoming
a means of communication with the consumer – whether
in the classic sales and advertising sense, as a service
provider or to optimise storage or transport routes. In
TL&L: Which products have you bought lately just for
the packaging?
SB: Callier L’Ecorce – Callier chocolate wrappers
really are art: they bear a traditional paper cut-out that
captures all the details around the Cailler chocolate, like
grazing dairy cows or the Maison Cailler headquarters.
The motifs on the packaging surface are finely raised

26
CREATIVE PAPER
CONFERENCE
Come see us! At our booth at the Creative Paper
Conference you can find out more about the show
and the opportunities for cooperation in 2017.
WHEN
27 & 28 OCTOBER
in the old Congress Hall in
Munich
We’ll be waiting for you with our latest cardboard
stand.
An absolute eye-catcher: Our small but excellent
cardboard booth has already won an award for
stand design at the trade meeting in Berlin.
Visit us at the Creative Paper Conference in Munich
and – with a bit of luck – you might win a presentation
area at Packaging Innovations 2017 in Berlin.

28 29
GET READY FOR
THE PACKAGING ARENA
WATCH OUR TRAILER NOW
SEE YOU IN BERLIN
ORGANISER

30
IMPRINT
Organiser Easyfairs Deutschland GmbH,
Balanstr. 73, 81541 München
Event: Packaging Innovations
Berlin 2017
Group Event Director: Martina Hofmann,
Easyfairs Deutschland GmbH
Event Diary Editors:
Sandra Tennemann & Laura Haberkorn
of THE LOOK & LIKE
Photos: Tom Seelbach
Hauke Hatzelhoffer
Design and Production Cardboard Architecture:
Papertown, Philipp Blume, Wien
WWW.PI-BERLIN2017.COM
MARTINA HOFMANN
GROUP EVENT DIRECTOR D-A
TEL. +49 89 127 165 185
MARTINA.HOFMANN@EASYFAIRS.COM
BIRGIT MEINBERG
PROJEKT MANAGER MARKETING
TEL. +49 89 127 165 145
BIRGIT.MEINBERG@EASYFAIRS.COM
KATHRIN WORMER
MARKETING
TEL. +49 89 127 165 182
KATHRIN.WORMER@EASYFAIRS.COM
FELIX CABELLO
SALES EXECUTIVE
TEL. +49 89 127 165 180
FELIX.CABELLO@EASYFAIRS.COM
TOM FRIEDRICH
SALES EXECUTIVE
TEL. +49 89 127 165 123
TOM.FRIEDRICH@EASYFAIRS.COM