With less than two years to go until the doors open in Dusseldorf, Drupa is beginning to roll out some of the key features of the show.
The first to break cover is the “Touchpoint Packaging”, one of a number of Touchpoints that are intended to become a hub for presentations, information and to provide a glimpse into the future. They were a feature of the show in 2016, but suffered from a lack of recognition. Few visitors understood what these forums were for.
As well as packaging, the themes to be addressed in these areas will include functional printing, 3D printing and the Internet of Things in an industrial printing area. These are not yet confirmed. Decisions on the Packaging Touchpoint are, however, well advanced.
A steering committee of partners is in place, comprising: Agfa, Danone, Heidelberg, Nestlé, Kurz, Siegwerk, Bobst, HP Indigo and Esko. Each has more than a toehold in packaging and its development. The European Packaging Design Association is an organising partner and representing design agencies on the committee.
The intention is to work with brands and students to present concepts for current style of packaging and to look forward to how packaging might evolve, taking into consideration different substrates, customisation, environmental impact, connected packaging and so on. “The intent is not to focus on what is already being done, but to showcase inspiring new cases addressing the challenges brands face and pointing out meaningful directions where packaging can go,” says Drupa.
As well as static displays and personnel on hand to answer queries, there will be a full programme of presentations and panels and tours through the range of material on display. “The steering committee is a team of of interdisciplinary experts of the brand and packaging business can contribute to creating the future of packaging” says a spokesman for Danone.
The focus on packaging at Drupa is unsurprising given that packaging is reckoned the fastest growing area for print, exemplified by Heidelberg’s commitment to packaging print. It is considered immune to digital substitution and scarcely touched by digital printing technologies.
Drupa wants to engage with the brands that specify printed packaging, the designers creating the concepts as well as the converters that have to invest in the technology. However, the challenge will be to steer these new visitors away from Interpack which is due to close on 13 May, only five weeks before Drupa begins on 16 June 2020.
Details of the Touchpoint Packaging is the first glimpse of what might be coming up at Drupa 2020. The feature has acquired a steering committee to decide on the presentation of how print can help brands and packaging and on the talks and presentations for the area.