Luxury Packaging’s Emotional Renaissance: Luxe Pack Monaco 2026

Published 09 October 2026

Author

8 min read

As brands look to entice consumers disenchanted by the luxury industry ‘who’ve seen it all’, emotion’s emerging as the new horizon for packaging that stirs the senses and satisfies a desire to display. The implementation of the EU’s Packaging and Packaging Waste Regulation (PPWR) was another key focus at Luxe Pack Monaco (September 28-30), accelerating innovative sustainable materials and solutions ready for application.

Emotion Triggered by Multisensory Experiences

The PPWR Effect: Leaning into Change

Future Craft

Luxury’s renaissance will be driven by emotion, panellists and manufacturers agreed. As the luxury industry struggles to find its way back into consumers’ hearts following a global downturn, brands that can trigger emotion, stimulate the senses and uplift mood will resonate. Packaging has a big role to play – at point of sale as well as during unboxing and continued daily interactions.

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With the EU’s Packaging and Packaging Waste Regulation (PPWR) now entering its implementation phase, manufacturers noted brands’ increasing awareness of the scale of change required to meet the targets around reduction, reuse and recyclability. Yet, rather than constraining innovation, the new framework appears to accelerate it, with exhibitors demonstrating smarter materials, new formats and more creative design solutions.

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Packaging continues to evolve into an ever more elaborate object of desire, with brands and manufacturers pushing the limits of glassmaking, decoration and construction. Meanwhile, reliefs and intricate surfaces maximise tactility in paper boxes and fabric detailing. The merchification of packaging responds to a craving for excitable (self-) gifting, as do elaborate advent calendars and keepable coffrets.

Luxury Packaging’s Emotional Renaissance: Luxe Pack Monaco 2026

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Topics

Art & Design

Colour

Gifting

Materials

Packaging & Graphics

UI/UX

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