Interactive theatre

Interactive theatre

Packaging Innovations

Visit the interactive theatre and discuss international and local insights in packaging design

Theme: How creativity leads to innovation

Key-trends, challenges and opportunities will be shared by a hand-picked selection of local and international design gurus, including award-winning rock stars of the packaging design industry.


Creative insights and packaging design thinking that has formed unique packaging designs will be shared. What are the biggest challenges to overcome? Visit these sessions from our packaging experts and design gurus and get inspired!


These inspirational sessions will take place in an interactive setting and will be free to attend for all visitors! 


Time Topic Speaker
11:30 - 12:00 Truth & Dare Jason Kempen, Partnership Creative Director, Design Bridge Amsterdam
12:00 - 12:30 Brands Under Threat Ron Cregan, Founder, Endangered Species
12:30 - 13:30 Lunch
13:30 - 14:00 How heritage is the game-changer for contemporary packaging design Gaston van de Laar, Brand Director, VBAT Group
14:00 - 14:30 Panel Discussion - The Future of Packaging Design Moderated by Lee Walker-Quinn and Stefano Pistoni, UPM Raflatac. Our participants are United Dutch Breweries, DesignBridge, PROUDdesign, VBAT Group and Endangered Species
14:30 - 15:00 Fairtrade original - from trademark to brandmark Mick de Reuver (Account & Managing Director) & Joep Jansen (Senior Designer), PROUDdesign

Design Bridge - Truth & Dare

We live in a world of sensorial overload. And when everyone is bombarded with messages every second of the day, it’s the brands that stand out – with truth, purpose and creative originality – that thrive.

Endangered Species - Brands Under Threat

Packaging Design and Branding, in particular Alcohol and Foods, face unprecedented challenges around the world as legislators, government bodies and single interest lobbyists press for warnings to be used. Although at times founded in good intentions to address health issues, the real risk is that the graphic language being proposed will be designed to create fear and negative responses from consumers, as opposed to creating positive and educational. International Design Consultant Ron Cregan looks at what the implications are for the Design, Advertising and Branding Industry.

VBAT Group - How heritage is the game-changer for contemporary packaging design

In this talk Gaston van de Laar will deliver insights and show how VBAT’s own winning mentality has achieved exceptional results for their clients. As an agency in the game for over 35 years VBAT has developed a number of long-lasting meaningful relationships with established heritage brands all over the world.

During this talk he will relate his own personal experience and deliver tips on how you too can achieve success in this area.

UPM Raflatac - The future of packaging design

Patricipants: United Dutch Breweries, VBAT Group, Design Bridge, PROUDdesign and Endangered Species

UPM Rafaltac will host a panel discussion titled ‘The Future of Packaging Design’ , alongside some of the biggest Dutch design agencies, brands and industry disputers. The panel will examine how sustainability, key trends, collaboration and technology will play a role in the future of our forever changing industry. Come and listen to some powerful views, insights and strong debate.

PROUDdesign - Fairtrade Original from trademark to brandmark