Luxe Pack 2025
Key Themes
The future of luxury is being shaped not just by what we create, but by how we craft, connect, and care. From intelligent design to circular craftsmanship, luxury is entering a new era - one defined by emotion, innovation, and purpose.
Studio Minerva visited LUXE PACK Monaco, which is the premier global trade show dedicated to creative and luxury packaging. Exhibitors span the full ecosystemof packaging innovation, from materials and containers to digital experiences and sustainable solutions such as connected packaging, 3D printing, and collectability. Here are some of the key brands we spotted.
Design for Longevity
Design for longevity moves beyond sustainability by embedding endurance, reuse, and emotional value into packaging systems. Rather than designing for disposability or recycling, this approach encourages the consumer to keep, reuse, or repurpose the object - transforming packaging into a lasting brand artifact.
Sustainability comes in many forms, from recyclable and compostable biodegradable materials, to lightweight glass. A symbol of eco-luxury can be seen in Johnnie Walker’s Blue Label innovation which downweighted the bottle to 180g, and so reducing their carbon footprint. Refillable packaging was also a highlight at LUXE PACK, with brands like Techniplast developing updated in-store perfume refill systems and Lisa Eldridge’s mono-material lipstick with reusable case.
Circularity and ensuring products have a second life were very important at LUXE PACK. For example, Fedrigoni’s new ‘Out of the Box’ collection introduces paper crafted with by-products like soil and hemp. Furthermore, brands like Quadpack are introducing wood closures which alleviates the need for plastic inserts. All promoting circularity, waste reduction, and emotionally enduring brand design.
Design for Intelligence
Design for intelligence was key at LUXE PACK because it allows packaging to transform into a connected interface, enhancing storytelling, authenticity, and sustainability through digital technology. From NFC-enabled labels, to interactive digital experiences and innovative 3D printing.
An example of connectivity is Eurostampa’s Envelope Project, where they collaborated with Basil Hayden to create a bourbon with an NFC-embedded label for connected functionality. MMB VOLUM-e also stands out for fusing industrial 3D printing with haute-craft finishes, like the Hennessy XO Frank Gehry collaboration which seamlessly blends technology and artistry.
Design for Storytelling
Design for storytelling is vital in luxury packaging because it transforms craftsmanship and materials into a sensory narrative - each texture, finish, and detail becomes part of how a brand communicates its values and emotions.
Craftsmanship and materiality help convey emotion and heritage. Ruinart’s sculptural collaboration with Marie Berthouloux combines intricate craftsmanship with innovative design. Also, Hennessy’s Shuting Qiu editions transform packaging into an artful expression of story and tradition.
Design for Lifestyle
Packaging extends beyond function into fashion and experience. Personalisation, wearability, and collectibility turn packaging into luxury accessories that express identity, sustainability, and emotional value.
Personalisation was a standout trend at LUXE PACK because it allows brands and consumers to co-create meaning, deepening emotional connection and exclusivity. Guerlain’s Rouge G line uses a refillable lipstick system with interchangeable cases to your preferred design. For wearability, Leclerc Briant created a reusable sleeve for their champagne made out of apple leather.
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