Paris Packaging Week 2026 is unveiling a major conference line-up, bringing together more than 100 international experts.
The EU’s Packaging & Packaging Waste Regulation (PPWR) will run throughout the programme as a central theme, offering a precise reading of ongoing transformations in sustainability, next-generation materials, technological progress, AI and European regulatory developments.
PPWR – The regulatory thread running through the 2026 edition
“With the introduction of the PPWR, the packaging industry is entering a new era of responsibility,” said Paris Packaging Week’s content & community director, Christelle Anya. “Designing recyclable or reusable packaging, integrating recycled content, removing unnecessary packaging and ensuring transparency around end-of-life will become essential requirements for 2030 and 2035. These milestones will shape the expansion of large-scale recycling.
“2026 is positioned as the key meeting point to anticipate these shifts, share practical solutions and collectively shape the packaging of tomorrow.”
Against this intense regulatory backdrop, the 2026 conference programme will offer a series of detailed sessions to support marketing, design, innovation and development teams as they navigate the new European framework. Among the most anticipated talks are sessions providing operational clarity on the changes ahead, including ‘Navigating the European Framework‘, ‘Rethinking the Material Cycle for 2030‘ and ‘Reuse and Recycled Content: What the PPWR Really Changes‘.
Premium drinks – The perception of reuse and the power of glass
In the premium drinks sector, Paris Packaging Week will spotlight a major shift through the study ‘Traces of Reuse in Glass: What Consumers Really See‘. Led by Professor Gordy Pleyer of the University of Louvain and global coordinator of Mind Insights, the research examines how scuff marks and signs of reuse influence perceptions of quality, premiumness and desirability.
A keynote from Vitalie Taittinger, CEO of Champagne Taittinger, will extend this reflection. In ‘Responsible Innovation and Brand Identity‘, she will share a compelling vision of the role of packaging in conveying craftsmanship, heritage and sensory experience – all central to the value of exceptional beverages.
Luxury – Creative tension, desirability and responsibility
The luxury programme will feature a panel led by Fedrigoni and Maison Chloé entitled ‘Luxury Packaging: Resolving the Tension between Creativity and Impact‘. Drawing on a study conducted with Bain & Co among 500 professionals, the session will explore how premium brands reconcile desirability with regulatory expectations, at a time when material choices have become strategically decisive.
Marco Scatto from the Italian Packaging Institute will then offer a clear analysis of how the PPWR will affect high-end design in ‘The Essentials of the PPWR for Luxury Houses‘, providing tangible guidance on eco-design, material selection and end-of-life management in an environment where coherence and perceived value remain crucial.
Design & marketing – Creativity, culture and new narratives
The Pentawards Festival will bring together a new generation of creative voices under the theme ‘Fuelled by Ideas’. Rebecca McCowan of Coca-Cola will present ‘Design with Impact: Designing Slowly and Sustainably‘, reflecting on responsible design in an increasingly accelerated world. Tatiana Ryfer Emberger of Carrefour will offer a strategic perspective in ‘Innovative Branding Strategies‘, focusing on cultural and sensory value creation.
Further sessions, including ‘Emotion in Packaging‘ and ‘Cultural Codes & New Visual Narratives‘, will provide a comprehensive view of the aesthetic and narrative dynamics shaping future creative projects.
An ambitious edition shaped by transformation
With more than 150 conferences, a programme firmly anchored in the requirements of the PPWR and standout speakers such as Jacques Playe, Kelly Massol and Kilian Hennessy, Paris Packaging Week 2026 stands out as a pivotal edition for brands, designers and experts seeking to understand, anticipate and develop solutions for packaging that is desirable, high-performing and responsible.
