Josh Brooks, divisional director, Easyfairs packaging portfolio, answers Packaging Scotland’s questions about London Packaging Week 2025, including details of a strong Scottish presence at the growing event
Q) What is the history of London Packaging Week and how has the event grown over the years?
A) Originally launched as Packaging Innovations & Luxury Packaging London in 2010, the event quickly grew into a dynamic platform for brands, packaging designers, technologists, and suppliers to connect and innovate.
In 2022, the show rebranded and became London Packaging Week. This introduced four co-located exhibitions, with each focused on a specific area of interest: Packaging Première for luxury products; PCD for perfume, cosmetics and personal care; PLD for premium and luxury drinks; and Food & Consumer Pack for food and everyday packaging.
The results speak for themselves. The 2023 edition saw a 64% increase in attendance from the previous year, reaching just under 3,000 visitors on the opening day. That year’s speaker programme emphasised sustainability and innovation and attracted a younger audience.
In 2024, London Packaging Week recorded more than 5,000 unique visitors. To date, this is the highest visitor attendance. At the same time, the number of exhibitors continues to increase, with some 200 companies now showcasing cutting-edge products and solutions for luxury, beauty, premium drinks, food and FMCG markets.
2024 also saw the launch of the inaugural London Packaging Week Innovation Awards, celebrating standout designs and emphasising the industry’s commitment to forward-thinking solutions. These awards return for 2025.
Q) What can visitors expect in 2025?
A) Expect the unexpected when London Packaging Week 2025 takes place on 15 and 16 October! As a showcase of innovation and packaging ingenuity, visitors will be amazed and delighted by any number of products that promise to take their packaging to the next level.
From the biggest UK brands and purveyors of luxury goods, such as Burberry, Fortnum & Mason, Harrods, and Jo Malone, to suppliers of cutting-edge packaging solutions, such as Allpack, Amberley Labels, Autajon Packaging Simply Cartons, and EP Group, there will be a who’s who of packaging innovators to connect and network with.
We have introduced the Easyfairs Packaging Council (EPC) as a strategic advisory board that will play a key role in shaping the future of London Packaging Week. This group brings together industry leaders who will offer expert insights and guidance to ensure this event and future editions remain at the forefront of packaging innovation, sustainability, and technology.
As has become customary at Easyfairs packaging shows, a curated speaker line-up will deliver insightful and impactful sessions and lessons directly from the industry for attendees to take home.
Whilst we continue to finalise the full line-up, speakers already confirmed include: Ben Saltmer (head of lifestyle design at Bentley Motors); Yvonne Isherwood (head of product and packaging design at Fortnum & Mason); Nikki Grainge (packaging technician at Marks & Spencer); Kevin Marshall (senior creative director of design, global packaging and content at Microsoft); Paul Botje (director at the Museum of Brands); Amy Nelson-Bennett (CEO at Positive Luxury); and Arno Melchior (global packaging director at Reckitt).
Q) How challenging is it to keep an annual event fresh?
A) Keeping the show fresh is never a challenge. Serving the vibrant and fast-paced packaging industry means there are always things going on and new topics to be explored. This requires constant and consistent attention to what is happening in the industry and delivering a show that reflects the market. That is a challenge, but for visitors to London Packaging Week 2025, the result is an opportunity not to be missed.
Take the topic of sustainability. This is a major talking point, although the narrative continues to evolve and the industry is innovating and developing accordingly. Whether that be the use of paper-based materials in new and unique ways or compostable and recycled materials, as required by legislation such as pEPR and regulations like PPWR.
DEFRA – the Department for Environment, Food & Rural Affairs – is hosting a PackUK clinic at London Packaging Week 2025, offering the industry a place to engage with experts and have their questions answered on pEPR and other environmental compliance policies affecting UK packaging businesses.
As this is the landmark 15th anniversary edition of the show, we are working with a leading independent brand design agency, to introduce a fresh look and feel. Yet to be revealed, this will be implemented online, in print, and at the show itself.
We are also hosting a ‘Best of British Design Gallery’ in partnership with Pentawards, as well as working with the Museum of Brands to bring packaging’s past, present, and future to life with a display of iconic, innovative, and controversial packs.
Q) What topics and trends do you expect to feature prominently among the conference sessions?
A) The environment and sustainability are hot-button issues and topics that impact the entire supply chain. As an example, Walpole, the UK’s only business organisation for luxury brands, will be looking into how EPR is impacting the luxury market. For others, packaging design and structural engineering that maintain the appeal of luxury whilst supporting moves to sustainable practices and materials that are kinder to the environment will be the focus.
Then you’ve got the unrelenting rise of AI and its impact on packaging design, heightened demand for personalised and customised products and packaging, and the next generation of connected packaging to realise the potential of Digital Product Passports and support the Sunrise 2027 initiative.
All these topics and many more will be addressed at London Packaging Week 2025.
Q) How does this event stand out in a busy exhibition calendar?
A) By curating an event that directly addresses the specific needs of niche areas of the packaging value chain, London Packaging Week provides an unmissable two days of networking, collaboration, ideation, and partnership building.
Brand owners, designers, creatives, suppliers, and converters come together to address challenges, realise solutions, build business relationships, and forge friendships. There is also an unquenchable thirst for knowledge in the packaging value chain. The conference programme provides an unmatched level of insight and information from speakers of the highest calibre.
All of this is available for free, furthering the value proposition of London Packaging Week to the packaging value chain.
Q) Any Scottish representation this year?
A) Given Scotland’s strong presence in industries like whisky, food, and the burgeoning craft spirits sector, Scotland will have an important role to play at London Packaging Week 2025.
The event’s focus on innovation and sustainability aligns with the strengths of Scottish firms in these sectors and there is to be strong representation from the country’s packaging community at London Packaging Week 2025. We are delighted to be welcoming paper-based packaging specialist McLaren Packaging, sustainable skincare packaging expert Richmond Containers, and Tullis Russell, a developer of water-based coating and laminating solutions that allow environmentally-friendly packaging, as exhibitors at London Packaging Week 2025.
More are to be confirmed in the run-up to the event and you can keep up-to-date with growing exhibitor count at https://www.londonpackagingweek.com/exhibitor/. Leading brands such as BrewDog, Castle Forbes Collection, Edrington, Glenmorangie, Pringle of Scotland, Walker’s Shortbread, and William Grant & Sons are also all to be in attendance.
Q) What impact can winning an Innovation Award have for a business?
A) The London Packaging Week Innovation Awards recognise the most forward-thinking, disruptive, and creative packaging solutions within the UK. Being shortlisted raises a company’s profile, generates leads, attracts new customers, and helps drive sales.
For those claiming an award, they are exposed to an audience that wants to engage with them and collaborate to deliver memorable experiences and bring to life the future of packaging innovation.
Winning is also something to be celebrated. Claiming a London Packaging Week Innovation Award is no easy feat, and those that achieve this success can look forward to being lauded during networking drinks at the event and bask in the glory of their success post-event with the high-profile exposure they will receive a true innovators. This year’s winners will be announced during the show and we look forward to celebrating them at ExCeL on 16 October when the awards ceremony takes place.
• London Packaging Week runs from October 15-16 at Excel London.
