The Scene: Luxe Pack Monaco, Brandemonium and more
ADF&PCD Unveils PCD Speaker Line-up
ADF (Aerosol Dispensing Forum) and PCD (Packaging of Perfume, Cosmetics & Design) announced its conference schedule and speaker line-up for PCD, which will be held on September 6 and 7, at the Metropolitan Pavilion and Altman Building in New York City.
“We are delighted to be offering such a high caliber and compelling conference program this year,” says Christelle Anya, show director for ADF&PCD. “Our team has spent months conducting in-depth research and talking to brands and industry experts, to make sure we understood what the current industry challenges are. As a result, this year’s show has a really compelling line-up of topics and expert speakers that will address the major issues the industry faces today.”
Speakers from Birchbox, Colgate-Palmolive, Fashion Institute of Technology, Glossybox, Johnson & Johnson, LinkedIn, Pratt Institute, and other top companies, will explore a variety of hot topics including: the latest global beauty and lifestyle trends from Korean to Nordic chic, subscription sampling and more; the challenges of packaging in the eCommerce world and how the design of packaging has an impact on business; a roadmap on how to make packaging more sustainable in the resource-constrained 21st century, among other hot topics.
For a preview of what’s in store during the conference, speaker Dana Aidekman, director of merchandising at Birchbox, remarks, “I’m excited to be inspired by the packaging industry. I also want to offer my perspective of how beauty retailers and subscriptions continue to rely on innovative product formats and packaging to fuel our business (especially as sampling strategies grow!) As a packaging industry outsider, my perspective is differentiated because I focus on what will drive sales for our brand partners, and ultimately their suppliers.”
Session chair David R. Burke, assistant chairperson of graduate communications/package design at Pratt Institute, adds, “I would like to focus on building bridges between packaging design professionals and the more speculative work of packaging design graduate students who may be looking beyond a product to using design thinking and research methods to review service and systems that are impacted by product and packaging design. There are a number of speculative, future scenarios among others that focus on visualizing climate change or speculate how we will live, consume or reuse now and in the future.”
Roger Zellner, former global director of research and development, packaging productivity and simplification, Mondele–z International Inc., will speak at 1:45 p.m. on Wednesday, Sept. 6.
A new international brand conference and festival promises to deliver a plethora of brand experiences across the Queen City in October
Brandemonium will take over the Duke Energy Convention Center in Cincinnati, OH, while the festival part of the event will light up the Queen City with brand activations that bring the essence of all types of brands to life. To talk about this innovative approach to branding events and as part of its partnership with the Brandemonium organizers, Brand Experience magazine interviewed festival co-founder Bill Donabedian.
Why did you choose to make brand activations an essential part of this year’s event?
Donabedian: The reason events like South by Southwest, Sundance or Cannes are so big is not only the conference where the industry comes together, but everything they do outside of the conference. They let the general public take a sneak peek and participate.
I’ve also seen this with the Bunbury Music Festival, which is an event I founded seven years ago. PlayStation did a mobile tour, and people were e-mailing me asking how to get tickets. And that’s when it really hit me that: Brand activations, when they’re properly done, are so engaging and entertaining. It is the future of brands because it empowers brands to better people’s lives not just from using the brand’s product or the service but actually being a part of their life experiences.
These brand activations are going to differentiate us from other shows, and it will make Brandemonium just an incredibly fun place, with entertainment options, pop-up shops, takeovers, lounges and after-parties.
Why are brand activations important in an industry event versus a consumer festival?
Donabedian: From a B2B and industry standpoint, these brand activations will provide incredible insights to marketers on what captures the public’s imagination. This is a great time for brands to experiment and see if a concept connects with people. They can then take that feedback and use it to help develop next year’s marketing campaign or maybe a nationwide events campaign.
Donabedian: I have lived in Cincinnati for most of my life. Over that time, I’ve come to realize that we are a brand hub. So Kevin [Canafax], who is Brandemonium’s co-founder, and I wanted to create an event that put a pole in the ground to let the rest of the world know what Cincinnati is about. Jerry Kathman, former CEO of LPK, said it well: If you look in your pantry, more than half of the brands there were either created or designed in Cincinnati or the research was done here.
Also, Cincinnati has undergone such a renaissance. There are so many other great events and activities happening that week. Visitors who come to Cincinnati for this event will be shocked and really surprised by everything that the city has to offer.
To learn more about the event and register to attend or exhibit, visit brandemonium.com
Brandemonium conference and festival co-founder
Luxe Pack Monaco to Celebrate 30th Anniversary
From October 2 to 4 at the Grimaldi Forum in Monte Carlo, Luxe Pack Monaco will celebrate its 30th anniversary. The international creative packaging trade show will be kicked off with a roundtable discussion with Laurent Boillot, CEO of Guerlain, and Sandrine Sommer, director of sustainable development, Guerlain. Boillot and Sommer will discuss why they put sustainable development at the heart of the company’s strategy as soon as Boillot took office.
The conversation around sustainability will continue with the Luxe Pack in Green Awards, which recognize the best environmentally friendly packaging solutions and initiatives taken by responsible businesses and is judged by an esteemed panel, including Sylvie Benard, director of environment, LVMH; Bernard Fautrier, deputy chairman and managing director of the Prince Albert II of Monaco Foundation; Morag Garden, director of sustainable development and innovation, Scotch Whisky Association; François-Michel Lambert, chairman of the Institut de l’Economie Circulaire; Cécile Lochard, CEO of Citizen Luxury; and Sandrine Sommer, director of sustainable development, Guerlain. This year, as part of the show’s 30th anniversary celebration, the Luxe Pack in Green Awards ceremony will be held jointly with the Prince Albert II of Monaco’s Foundation.
This year’s event will also have a focus on connected packaging and digital solutions, including The Digital Village in Atrium Hall, where exhibitors will demonstrate creative methods to integrate interactive processes into packaging to meet the very strong expectations of brands. Experts and representatives of brands from a variety of sectors will debate hot topics, to provide exclusive insights on direct interactions between a brand and its consumers made possible by new technologies such as interactive POS, NFC tags, RFID chips, apps, connected boxes, traceability and authentication solutions, and holograms.
For more information about the show, visit www.luxepack.com