Milan's curated luxury packaging fair returns 18–20 May 2027 at Allianz MiCo, connecting beauty, fashion, wine and premium food brands with specialist suppliers.
Dates
18–20 May 2027
City / country
Milan, Italy
Venue
Allianz MiCo
Time
8:00 AM – 6:30 PM
Event overview
Packaging Première & PCD Milan is the meeting point for Europe's luxury packaging supply chain. For three days in May 2027, brand owners, designers and converters gather at Allianz MiCo to source primary and secondary packaging for beauty, fashion, wine and spirits, premium food and jewellery.
Exhibitors range from specialty paper and board suppliers to glassmakers, closures specialists, printers and finishing houses. The show combines a curated exhibition with conference stages, a start-up Discovery Zone and live craft demonstrations, giving buyers a compact way to compare materials, suppliers and decoration techniques before committing to a seasonal packaging programme.
TL;DR
Compare primary and secondary packaging from a curated supplier base in one hall. See materials, finishes and print techniques in person, sit in on stage talks about design and sustainability, and use the Discovery Zone to find emerging suppliers before they appear at larger horizontal fairs.
Reach brand owners and packaging decision-makers from Italian and international luxury houses at the point when seasonal packaging briefs are being shaped. The show's narrow luxury focus brings qualified specifiers rather than general trade traffic, and the Smart Badge system gives exhibitors a clean record of stand visitors.
Attendees, exhibitors & solutions
Visitor profile
Typical attendee groups you can expect to meet.
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Product categories
Key solution areas showcased across the event.
Location & Facilities
Halls & areas
1Allianz MiCo, Piazzale Carlo Magno 1, 20149 Milano MI, Italy
Food options
Venue café and coffee points
On-site diningParking: Public parking is available at CityLife and around Piazzale Carlo Magno; use the pedestrian exit at Piazza Tre Torri for the short walk to the venue.
Gate: Metro M5 Portello connects to Gate 2 on Viale Eginardo. Taxis normally drop off at Gate 16 on Piazzale Carlo Magno. Allow 5–10 minutes from either gate to the Central Hall badge area.
Attend
Event days & opening times
Visitor trade pass
Free entry for industry professionals; online pre-registration is mandatory and on-site registration is not available.
Ticket info
Badge collection
Register online in advance, then show the barcode in your confirmation email at the Allianz MiCo badge desk to collect your Smart Badge.
Ticket notes
Entry is free and reserved for trade professionals. Visitors under 16 are not admitted, and animals are not allowed.
What's on
PCD Milan
Co-located primary packaging show for perfumery, skincare, make-up and personal care, presented with Packaging Première as one event.
Same venue and badge, Allianz MiCo Central Hall.
WebsiteHow the last edition performed
Last edition
2026
Visitors: 8,012
Exhibitors: 312
Exhibitor countries: 21
This edition
2027
Visitors: 8,012
Exhibitors: 312
Next edition
2028
Packaging Première runs an annual May cycle at Allianz MiCo. No 2028 dates had been announced at the time of this draft; expect a similar three-day format in May 2028 once the organiser confirms the calendar.
Edition recap
Packaging Première 2026 closed on 21 May after three days at Allianz MiCo with 8012 visitors and 312 exhibitors from 21 countries. The edition was built around Paper Tracks, an artistic theme by Elisabetta Bonuccelli of Unokostudio, and a programme of 32 talks across the Trend Hall and Future Stage with around 90 speakers. Buyers from beauty, fashion, jewellery, wine and spirits and premium food compared primary packs, rigid boxes, decoration and live printing demonstrations in The Factory.
New this edition
Paper Tracks
The 2026 artistic theme by Elisabetta Bonuccelli of Unokostudio, using paper folds and craft to connect packaging design with making.
SourceDiscovery Zone – Powered by Oropress
An area for emerging start-ups and cutting-edge packaging technologies.
SourceThe Factory
An experiential area with live screen and digital printing on paper, leather, fabric, glass, plastic and metal, plus artisanal wood, fabric and paper work.
SourceBeauty Hub – Powered by PCD
A dedicated hub for primary packaging in perfumery, skincare, make-up and personal care.
SourceImpact
A 2026 audience of just over 8000 visitors is small by horizontal packaging standards but highly concentrated: brand managers, designers and packaging specifiers from luxury houses. For a specialist supplier, that ratio favours depth of conversation over raw footfall, and the May timing sits just before autumn range development and Christmas production.
Audience quality
The visitor profile mixes brand-side packaging, design and procurement teams with agencies and converters. The show's luxury filter means fewer casual buyers and more visitors with live briefs, although the absolute number of qualified specifiers per stand is modest. Exhibitors should expect repeat conversations across the three days rather than a single high-volume opening morning.
Exhibitor outcomes
ROI depends on fitting the luxury niche: a converter with the right sample library and short-run capability can meet several brand teams in one hall, while a commodity supplier will find the audience too narrow. Budget for a compact stand, samples and a follow-up sequence; the show is better at generating qualified projects than at delivering mass leads.
Intelligence
Key market insights, trends, news and related events to help you understand the bigger picture.
Why it matters
Italy is one of Europe's largest packaging machinery and materials producers, and Milan concentrates the luxury, fashion and beauty brands that commission high-end packs. A dedicated luxury show creates a shorter path between brand specifiers and specialist converters than a broad horizontal packaging fair.
Key trends shaping this market and its wider industry.
Mono-material and recycled-content luxury
Luxury brands are asking for recyclable mono-material cartons, recycled board and paper-based alternatives to plastic laminates without losing premium hand-feel. Suppliers are responding with new coatings, moulded pulp and certified fibre ranges.
What it changes: Specifiers now compare recyclability and certification alongside print quality and cost, so material innovation is a core buying criterion rather than a side agenda.
Refillable and reusable primary packs
Refill systems, refillable glass and durable compacts are moving from pilot projects into mainstream beauty ranges. The pack must still deliver a luxury unboxing experience while reducing single-use material.
What it changes: Refill design changes closure choice, decoration and assembly, creating new briefs for glassmakers, closure suppliers and contract fillers.
Craft finishing meets digital production
Hot foil, embossing, soft-touch coatings and artisanal paper work remain central to luxury cues, but shorter runs and personalisation are pushing brands toward digital print and automated finishing.
What it changes: Suppliers that can combine craft-level decoration with short-run digital workflows can win seasonal and limited-edition work that would otherwise go to larger offset houses.
Packaging Première sits in a dense European packaging calendar. Buyers often pair Milan with Paris Packaging Week and the Easyfairs packaging events in the UK and Benelux; exhibitors use the circuit to meet different brand communities across the year.
Circuit dates are indicative and should be confirmed on each organiser's site.
Plan your trip
Choose from the following airports, with convenient access to the event and venue.
Milan Linate Airport
Closest airport to the venue. Take metro M4 to San Babila, then M5 to Portello, or a taxi directly to Gate 2.
about 10 km
to venue
20–30 minutes by taxi
by car
Milan Malpensa Airport
Main intercontinental gateway. From Cadorna take metro M1 to Lotto and change to M5 for Portello.
about 50 km
to venue
45–60 minutes by car; 50–60 minutes by Malpensa Express to Cadorna
by car
A range of accommodation options near the venue and across key areas.
USD 110–160 / night
Simple rooms within a short metro or tram ride of the venue; book early because May is a busy conference month.
USD 220–320 / night
Four-star comfort near the M5 line; 15–25 minutes to Portello.
USD 420–650 / night
Central luxury base with easy metro access; best for evening client dinners.
Get around the city with these convenient transport options.
Metro
Most reliable option during show days; allow 8–10 minutes' walk from the station to the badge hall.
Taxi
Use the official taxi rank; ride-hailing availability is limited.
Plan your trip
Check the latest visa requirements and entry guidelines before travelling.
| Type | Who needs it | Fee | Processing | |
|---|---|---|---|---|
| Schengen short-stay business visa | Nationals who do not have a visa-free or Schengen long-stay arrangement for Italy | $95.00 | 15–30 calendar days; apply at least six weeks ahead |
Many UK, US, Canadian, Japanese and EU/EEA travellers can enter Italy visa-free for short business trips. Other nationalities should check the Italian Ministry of Foreign Affairs portal before booking.
Italy accepts ATA Carnets for temporary import of exhibition goods. Have the carnet stamped at customs and keep the counterfoils with the freight documents.
Official visa pageWeather
Milan in May is mild and often showery: daytime highs around 22–24°C, lows around 13–15°C, with roughly 80 mm of rain across the month. Bring a light rain jacket and comfortable shoes for the metro walk.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Free Wi-Fi is normally available in the Allianz MiCo foyers; mobile data across Italy is reliable on EU roaming. Download the floor plan and badge email before entering the hall.
Ride-hailing
Taxis
Public transit
Car rentals
Useful information to help you have a smooth and respectful visit.
Business dress
Milanese business dress is smart-casual; a jacket is useful for evening meetings in Brera or CityLife.
Lunch and dinner timing
Lunch is usually 12:30–14:00 and many kitchens close by 15:00; book evening dinners in advance during show week.
Aperitivo
Aperitivo is the standard early-evening networking format; a spritz or glass of Franciacorta with small bites is common.
Practical guides
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Destination: Milan Linate (LIN) or Milan Malpensa (MXP)
Book 6–10 weeks ahead for May; Linate is closer but Malpensa has the widest long-haul choice.
Schengen rules apply. Many business travellers do not need a visa for short stays; others need a short-stay business visa before travel.
Estimated cost: EUR 90 embassy fee plus service charges where applicable
Processing: Typically 15–30 calendar days; apply at least six weeks before travel
Check passport validity and Schengen entry rules before booking. This is planning guidance, not an official fee quotation.
OfficialGet to the venue and around the city with these options.
Airport → venue: From LIN: taxi 20–30 minutes or M4 to San Babila then M5 to Portello. From MXP: Malpensa Express to Cadorna, then M1/M5; or direct bus to Milano Centrale and M5 from there.
Hotel → venue: Use metro M5 to Portello for CityLife and Portello hotels; from Brera take M2 to Garibaldi then M5, or a 15–20 minute taxi.
Ride-hail: Uber and FreeNow operate in Milan but supply is thinner than in London or Paris; taxis are easier from official ranks.
Public transit: ATM metro, tram and bus tickets cost €2.20 for 90 minutes; a day pass is about €7.50. Contactless bank cards work at metro gates.
Parking: Use CityLife public parking or the venue car parks off Piazzale Carlo Magno; expect event-day surcharges and allow 15 minutes to walk to the hall.
Plan and pack for the event climate.
Month: May
Temperature: 13–24°C
Seasonality: Around 80 mm of rain over the month, with short showers possible on any day.
Packing: Pack a light waterproof layer, comfortable walking shoes and a smart-casual outfit for evening meetings.
Plan your trip
Best day to visit: Wednesday 19 May 2027
The middle day carries the fullest conference programme and the best chance of catching both brand teams and senior suppliers after the opening-day rush, while leaving Thursday for follow-up meetings.
Register online and book travel — Registration is mandatory; choose Linate if flying from Europe, Malpensa for long-haul.
Build a supplier shortlist — Match the six product categories to exhibitors and request meetings.
Plan conference sessions — Check the programme when published and block two talks that support a live brief.
Confirm hotel and metro route — Save the M5 Portello route and download the badge barcode offline.
Pack samples, cards and a notebook — Bring a compact material sample if you need an exact colour or stock match.
Badge collection and opening coffee
Allianz MiCo Central Hall entranceRigid box and carton supplier meetings
Central Hall aislesConference talk on materials and sustainability
Trend HallBeauty Hub and decoration demonstrations
Beauty Hub / The FactoryLake Como
Day Trip
About 1 hour by train from Milano Centrale to Como
A post-show day for lakeside walking and villa gardens; book a return train in advance.
Bergamo Città Alta
Half-Day Trip
About 50 minutes by train to Bergamo, then funicular
Walled hill town with excellent food and a quieter pace after three show days.
Triennale Milano café
Design district
Good for a first coffee with a designer or brand contact; combine with a gallery visit.
10 Corso Como
Concept store and café
Central meeting point for luxury and fashion contacts; book dinner elsewhere in Brera.
A luxury packaging decision usually involves design, procurement and the supplier's technical team. A 48-hour follow-up keeps the brief alive while the sample is still on the buyer's desk.
Budget
Shell scheme
EUR 120–130 / m²
Raw space
EUR 85–110 / m²
Standard booth
9 m²
The official exhibit page prints €130/sqm for a standard pre-fitted stand and €120/sqm for the Magic pre-fitted stand. Raw space is not published; the raw-space band is an estimate and excludes stand build, rigging and utilities.
sourceAdjust the inputs below to create a directional event budget.
This is a directional estimate. Please verify live rates before booking.
Official cost items and estimated ranges for exhibitors.
booth_shell
exhibitor · 9 sqm
EUR 1170–1300 / per 9 sqm stand
raw_space
exhibitor · 36 sqm
EUR 3060–3960 / per 36 sqm
hotel
visitor · mid
USD 220–320 / per night
flight
visitor · Europe economy return
USD 100–320 / return
visa
visitor · Schengen short-stay
USD 90–95 / per application
insurance
both · business travel
USD 60–130 / per trip
| Item | For | Tier | Estimated range | Status | As of |
|---|---|---|---|---|---|
| booth_shell | exhibitor | 9 sqm | EUR 1170–1300 / per 9 sqm stand | official | 2026-10-31 |
| raw_space | exhibitor | 36 sqm | EUR 3060–3960 / per 36 sqm | estimate | 2026-10-31 |
| hotel | visitor | mid | USD 220–320 / per night | estimate | 2026-10-31 |
| flight | visitor | Europe economy return | USD 100–320 / return | estimate | 2026-10-31 |
| visa | visitor | Schengen short-stay | USD 90–95 / per application | estimate | 2026-10-31 |
| insurance | both | business travel | USD 60–130 / per trip | estimate | 2026-10-31 |
Decision
Six quick questions to decide whether to visit, exhibit or skip Packaging Première & PCD Milan 2027.
QUESTION 1 OF 6
Who are you at the show?
Compare participation options side by side to choose the best fit for your objectives.
visit
You need to compare materials, finishes and suppliers for an active range.
Best for
Brand owners, designers and procurement teams with a live packaging brief
Min. budget
$600.00
Timeline
Book 4–8 weeks ahead; one to three days on the floor
Risks
Diary clashes in a busy May
Limited time to see every supplier
exhibit
You sell a differentiated luxury packaging capability and can commit to lead follow-up.
Best for
Specialist converters, glassmakers, printers and material suppliers
Min. budget
$4,500.00
Timeline
Book 3–6 months ahead for stand space and build
Risks
Narrow audience if your offer is not luxury-focused
High cost per lead if follow-up is weak
skip
Your buyer profile is mass-market, or you cannot act on leads within a quarter.
Best for
Commodity packaging suppliers and visitors with no active project
Timeline
Reassess for the 2028 edition
Risks
Missing relationship-building with Italian brands
Falling behind on material trends
Book with
Allianz MiCo – Milano Convention Centre
Milan's principal convention centre and the 2027 host venue in the CityLife district.
Venue named on the official event pages; not a commercial partner of this listing.
ITA Airways
Italian flag carrier with direct routes to Milan Linate and Malpensa from major European and intercontinental cities.
Useful travel resource; not named as an event partner.
Istituto Italiano Imballaggio
Italian packaging institute that supports the sector through standards, research and training.
Industry body relevant to the show's audience; no partnership confirmed.
Camera di Commercio Milano Monza Brianza Lodi
Local chamber supporting international business, export and trade fair activity in the Milan area.
Public business support body; no event partnership confirmed.
Recommended providers
Italian Ministry of Foreign Affairs – visa portal
Check your nationality and Schengen short-stay rules; apply at least six weeks before travel.
Search Portello, CityLife and Sempione for metro access; free cancellation is worth the small premium.
Compare direct flights to LIN and MXP; book 6–10 weeks ahead for May.
Fiera Milano logistics services
Book venue-approved freight access and a handler through the exhibitor manual; keep the ATA Carnet stamped.
Travel and business liability cover; confirm the policy covers trade fair activities and samples.
Book Lake Como or Bergamo day trips for the day after the show; trains are frequent from Milano Centrale.
NFC badge readers are provided at stand level; agree the data export and follow-up owner before the show.
FAQs & glossary
Frequently asked
Glossary
Also known as
Alternate names and search phrases for this event.
6 more alternate names hidden
Trust footer
5
References
2
Publishers
5
Date checked
Easyfairs
Packaging Première
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