Avant-garde packaging: projects reshaping the sustainable future of luxury
The exploration of new materials and the use of cutting-edge technologies to rethink product packaging is certainly not a recent phenomenon. However, growing consumer awareness, combined with the introduction of increasingly stringent regulations—particularly those limiting the use of plastic—is significantly accelerating the transformation of the sector.
It is precisely these issues that Avant-Garde, the contest promoted by Packaging Première & PCD—the leading exhibition for luxury packaging in the cosmetics, perfumery, wine & spirits, fine food, and fashion sectors—is dedicated to addressing.
Avant-Garde selects and awards the most innovative and sustainable packaging projects across three categories: design, sustainability, and innovative materials. Let’s take a look at some of this year’s winners and nominees, selected with the contribution of Materially, thanks to the participation of Anna Pellizzari, jury member for the category dedicated to innovative materials.
Among the award-winning projects in the ‘Innovative Materials’ category is Raiku Packaging, an Estonian start-up that has developed a 100% natural and compostable packaging material. Made entirely from wood, RAIKU offers a viable alternative to single-use plastic, providing high protection with minimal environmental impact.
Its production process involves thermo-mechanical treatment that drastically reduces resource consumption—over 90% less wood, 98% less energy, and almost 100% less water
compared to traditional paper and cardboard manufacturing—significantly lowering the carbon footprint.
Thanks to its spiral shape and flexible structure, it is ideal for wrapping products such as bottles, ceramics, and cosmetics, making it a sustainable and efficient solution for luxury packaging.
Another standout project that received a special mention is TissuePack, developed by Mara Paper Lab in collaboration with the Grifal Group. This innovative, flexible, and entirely cellulose-based packaging solution is designed to replace plastic or cardboard, making it ideal for protecting fragile items and luxury goods.
Made from 100% natural fibres, the material is fully recyclable within the paper stream. Despite its all-natural composition, TissuePack offers excellent protective performance, moisture resistance, and liquid retention—essential qualities for packaging beauty and personal care products.
Its refined aesthetics, combined with functionality and sustainability, make it perfectly aligned with the needs of contemporary luxury packaging.
Among the most promising candidates for the 2025 edition is Woamy, a Finnish start-up that has developed a cellulose-based foam as a sustainable alternative to traditional plastic foams used in single-use protective packaging.
Composed primarily of kraft pulp and modified cellulose, Woamy is fully biodegradable and recyclable with cardboard. It offers impressive mechanical strength, excellent thermal insulation, and high shock absorption capacity—while remaining extremely lightweight.
Its structure, inspired by the cellular geometry of wood, makes it ideal for protecting fragile products in sectors such as electronics, food & beverage, and beauty.
Produced through a scalable, continuous process without chemical additives, it can also be customized via hot molding. An innovative and eco-conscious solution, perfectly suited to environmentally responsible luxury packaging.
Experience these innovative solutions in person! Join us at Packaging Première & PCD, taking place from 13 to 15 May at Allianz MiCo in Milan. Don’t miss the chance to explore our exclusive selection of materials from the Material ConneXion Materials Library.
