Photo: A packed conference theatre for Bella Towse's (Bulletproof) talk on "Designing for a new generation".

On the 13th and 14th of September 2017, the Pentawards unveiled the world’s first Pentawards Conference alongside it’s travelling exhibition at Packaging Innovations and Luxury Packaging, London. Following the huge success of the live exhibition at Packaging Innovations, Birmingham, back in March 2017, the Pentawards couldn’t refuse the opportunity to programme and stage it’s own conference. In a never-before seen twist, rather than showcasing previous Pentaward winners at the live exhibit, in London there was a sneak preview of a select few of the finalists for the 2017 Pentawards competition.

Photo: Asa Cook (Design Bridge), Cameron Worth (SharpEnd), Elliot Wilson (The Cabinet), Steve Honour (Diageo),
hosted by, Merle Hall from Kinneir Duffort.


The Pentawards Conference gave attendees the chance to learn from the award-winning rock stars of the packaging design industry. The conference speakers were a hand-picked selection of design gurus at the top of their game, from well-known design agencies and global brands. These included The Partners, Bulletproof, COTY, ButterflyCannon, DesignBridge, SharpEnd, The Cabinet Agency, Diageo and Kinneir Dufort.

The conference area reached it’s full capacity for all of the presentations on both days, as design professionals from across the globe gathered to feast on the knowledge and expertise of the elite Pentawards speakers, many of whom are previous Pentaward winners.

Photo: Hennesy - V.S.O.P Privilège, Gold Pentaward winner (LEFT), Tanqueray - ButterflyCannon &
Virojanglor, Silver Pentaward winner (RIGHT).

The Pentawards exhibit is a new initiative for 2017. It made it’s debut at the NEC Birmingham for Packaging Innovations, in March. The live exhibit featured some of the 2017 finalists, across the five main categories – Body, Beverages, Food, Luxury and Other Markets. The displays offered visitors the unique opportunity to gain a global perspective of the best and most creative achievements in packaging design from the last year.

The Pentawards are working closely with Packaging Innovations, Empack, Label & Print exhibitions, to ensure that further Pentaward appearances are made at shows in several locations all over the world. Destinations already confirmed include, Stockholm, Mechelen, Madrid, Paris, Shanghai and New York.

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