Author
Creative Director
Published
May 19th, 2025
Length
2 Minutes
There’s something electric about Milan in May, a kind of creative heat that hums beneath the surface. At this year’s Packaging Première, it wasn’t just the city buzzing. The halls were alive with ideas, textures, and forward-thinking design.
And right in the middle of it all, IDP Direct with a booth that pulsed with saturated color and bold intention.
We came to show what packaging can do. And more than that, what it can feel like.
Booth E75 E77: Color, Contrast, and Conscious Design
Wrapped in citrus yellow and moss green, our booth was impossible to miss. The walls were more than colorful, they were a stage for our latest work. The backdrop made every box sharper, every detail more tactile.
Our winged bag , part sculpture part statement, seemed to lift off on its own. With blush-pink feathers on one side and cobalt blue on the other, it was packaging with presence.
But beauty wasn’t the only story. The booth at Packaging Première Milan explored our sustainable innovations: recycled boards, mono-material builds, and clever structural engineering, all made to reduce waste without sacrificing luxury.
People touched. Asked. Stayed. This wasn’t passive packaging, it invited interaction.
Taking Flight: The Avant-Garde Award
The highlight? Accepting the Avant-Garde Award for Design Innovation hosted by Packaging Première Milan, given to our winged bag, which took top honors in the Design category.
The piece was described by judges as “a technical and emotional marvel,” and that’s exactly what we aimed for. More than a tote, it’s a symbol of what packaging can become when function, form, and fantasy align.
The oversized wings were engineered with precision, each feather printed with micro-detail and die-cut for depth. Soft-touch lamination and a sturdy reinforced structure ensure the bag is both lightweight and lasting, a contradiction we love to resolve.
A Moment and a Movement
We left Milan not just with an award, but with renewed energy, from the designers who stopped to chat, the clients who asked all the right questions, and the students who saw possibility in every prototype.
Because this is more than a trade show. It’s a reminder that packaging is the first touchpoint of experience. And when done well, it doesn’t just carry, it moves.
Until Next Time, Packaging Première Milan
To everyone who stopped by, thank you. For your curiosity, your conversations, and your shared love of what’s possible.
We’ll keep pushing, toward lighter footprints, bolder forms, and more packaging that feels like it could fly. Contact IDP Direct to discover how we can help bring your vision to life. Let’s create something extraordinary together.
