Author
Packaging Designer
Published
October 23rd, 2025
Length
3 Minutes
Under the glass ceiling of ExCeL London, the air buzzed with a familiar rhythm, the sound of packaging redefined. On October 15 & 16, London Packaging Week 2025 celebrated its 15th anniversary with two days of energy, ingenuity, and emotion. Brands, designers, and visionaries gathered to explore how packaging can be more than a vessel, it can be a story, a moment, a feeling.
At the center of it all, IDP Direct stood as both exhibitor and storyteller, a place where luxury met rebellion, and the crowd didn’t just stop to look, they stopped to feel.
A Booth That Dared to Feel Different
Our booth wasn’t a display; it was an encounter. A structure designed like a stage, architectural, tactile, and unapologetically bold. Surfaces shifted from matte to gloss under the light, drawing visitors in through contrast and curiosity. Every inch of our presence was built to provoke emotion and conversation: the quiet hum of craftsmanship meeting the loud pulse of design.
People didn’t just pass by. They lingered. They touched. They asked questions.
Because in a world of sameness, daring to feel different still turns heads.
The Punk Wing Bag: Our Final Flight
And then there was the Winged Bag. Our iconic design: rebellious, architectural, and impossibly elegant made its final flight in London.
This show’s version came dressed in full attitude: bold graphics, distressed surfaces, and metallic accents that caught the light like a spark. Inspired by London’s own punk heritage, it paid homage to Vivienne Westwood’s defiant spirit and the raw beauty of imperfection.
Visitors called it “a sculpture in motion.” Some called it “the showstopper.”
We called it our goodbye to an icon, the last evolution of the Wing design before it rests, immortalized in our archives.
The Punk Wing Bag wasn’t just packaging. It was a love letter to creativity without permission.
A Collaboration That Carried the Story: IDP Direct × io.tt
Outside our booth, the story continued in every hallway and seminar.
This year, IDP Direct created the official London Packaging Week 2025 event bags: carried by thousands of attendees across the show floor.
Each bag was a statement piece: minimal, engineered, and functional infused with the same precision and design language that defines our work. Together with io.tt, we turned an everyday object into a touchpoint of brand storytelling and a memorable digital experience.
It wasn’t just sponsorship, it was shared philosophy.
Form. Function. Feeling. Perfectly balanced, carried on every shoulder.
A Winged Finale: Best Marketing Campaign Award
As the event drew to a close, our wings took one final bow and one final flight.
We’re proud to share that our Winged Bags were awarded “Best Marketing Campaign” by London Packaging Week and Easyfairs, recognizing not only the design itself but the emotion it carried across continents.
The award felt like the perfect full stop, a celebration of everything the Winged Bag has represented for us: daring creativity, emotional storytelling, and an unshakable belief that packaging can make people feel something.
We’re deeply grateful to London Packaging Week and Easyfairs for the recognition, for creating a platform that celebrates innovation, and for continuously championing the future of design.
For our team, it was both an ending and a beginning, a reminder that when you design from the heart, it shows.
The Next Chapter
As the lights dimmed and the last wing folded, one truth remained: packaging is evolving, and IDP Direct is writing its next story. The Wing Bag may have taken its final bow, but our spirit of design: fearless, romantic, and forward-thinking continues to soar.
To everyone who stopped by, shared their stories, and carried a piece of ours, thank you. You made London unforgettable.
Until next time.
Let’s keep designing for what’s felt, not just what’s seen.
