One of the highlights of the three day event will be a debate, moderated by Guillaume Bregaras, Formes de Luxe editor in chief, which addresses key issues to define this exclusive segment.
The round table discussion will be held on the first day of the event and will tackle the problem of searching for innovative creative ideas that will inspire and seduce consumers, a challenge that is being exacerbated by falling consumer spend in this segment.
The round table will include a number of high profile figures involved in the luxury packaging design field, including designer Noé Duchaufour Lawrance and Vera Strubi, CEO of Thierry Mugler perfumes.
Thirteen presentations over three days
The conferencing programme will include a total of 13 presentations over the three day course, all given by leading industry experts and touching on a range of subjects as diverse as marketing to generation Y, marketing luxury to mature consumers and creating the need for luxury products.
The first day will see five presentations, including ‘Packaging for generation Y: just funky and colourful?', which will look at how to approach packaging design for luxury products aimed at the 20 – 40 age group.
Another presentation on the first day will be ‘Optimise the protection of your packaging and its design in Europe’, a presentation given by Charlotte Urman from Inlex, that will look at different ways to protect copyrights for designs.
Packaging for ageing popluations
Day two of the programme will start off with a presentation entitled ‘Best agers: target group for luxury products’ given by Ute and Dietrich Von Buch, co-founders of Creative Verpacken, which will discuss targeting the 'silver generation' with luxury package design.
Directly following that presentation will be a workshop entitled Luxe Pack Trends Observer 2009, which will be a platform for a host of new packaging designs, in turn highlighting some of the biggest trends of late.
Day three will comprise four presentations, including 'Developing a luxury brand identity while guiding and inspiring the packaging design’, given by Klaus Heine from the Technical University of Berlin, who will present study results on this area.
There will also be a presentation touching on the ever-growing area of green packaging. ‘Defining the sustainable pack’ by Jonathon Cohen of Dupont Cosmetic solutions, which will look at longer-lasting, lighter, renewable and recyclable packaging.