A STORY BY Matthias Vollherbst
SUSTAINABLE LUXURY
LUXE PACK MONACO
A STORY BY
Matthias Vollherbst
Published
15. Aug 2024
CATEGORY
Branch
Reading time
10 Minutes
For Vollherbst, sustainability has been at the heart and soul of its operation for more than a century. It is therefore encouraging that this theme was also highlighted at international famous fairs as the LUXE PACK in Monaco. During the show companies had the opportunity to present their most creative innovations and it provides a source of inspiration for brands seeking to differentiate themselves in terms of design, sustainability and / or digital innovation. It was also an appropriate moment to take a closer look at sustainable luxury, and how packaging is adapting to this much-needed movement.
Lessons from LUXE PACK
Lessons from LUXE PACK
#1: FAMOUS LUXURY BRANDS RECOGNISE THE NEED FOR SUSTAINABILITY
Éric Vallat, CEO of Rémy Cointreau, highlighted this exact fact during his conference talk at LUXE PACK. Consumers have legitimate expectations from brands, and how packaging is adopting to this expectation is an integral part of the issue, he proffered. Noémie Bauer, Global CSR Manager for Pernod-Ricard, also highlighted the group’s commitment to sustainable packaging, and shared how the brand has managed to reduce their carbon emissions by rethinking and innovating with alternative packaging materials.
#2: SUSTAINABILITY ISN´T BORING
Theresa Morand, Head of Marketing & Business Development at Vollherbst, said that LUXE PACK and its accompanying Make a Mark project, left an inspiring impression: “The onus for sustainable practices rests on all brands, and the Make a Mark initiative highlighted how this practice can be a catalyst for creativity.” Make a Mark is an exclusive design innovation project to which the world’s top packaging design agencies are invited to create an inspirational platform - essentially as showcase of the future and innovative aspects of packaging - for the wine and spirit sectors. At Vollherbst we know that the wine and spirit industries depend on the health of the environment, and our participation in this year’s Make a Mark project provided us with an opportunity to channel our passion for sustainable print and packaging into something truly creative. We were inspired by the pioneering mindset of the design agency Zweischneider and fortified in our believe that everything is stronger when done as a network of aligned minds. Indeed, we feel that the only way to truly move forward towards a sustainable future would be as a unit of joined hands. |
#3: QUALITY IS STILL A NON-NEGOTIABLE
The major highlight from LUXE PACK exhibition, is that luxury does not need to be separated from sustainability. These two ideas can exist in unison and the confluence can be a place of truly remarkable designs – where anything is possible! This is utmost important, as in the world of packaging, quality remains non-negotiable.
Because the rise of ultra-premium brands and associated packaging continues – this according to experts Ivan Bell, CEO of Stranger and Stranger, Etienne Gruyez, CEO of Stoezle Masnieres, Olivier Gaugey, Perfume Development and Operations Senior Director at Bulgari and François Tassart, CEO of Albea Cosmetics & Fragrance. Interestingly, all parties highlighted the importance of incorporating sustainable aspects into even ultra-premium designs. The message was clear: sustainability doesn’t need to be separated from luxury.
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