Pentawards Conference Madrid:

Design Deconstructed

at Feria de Madrid
24-25 November 2021

Pentawards partnered with Empack Madrid to bring together some of the most successful creative minds from Spain to explain, discuss, explore, and examine the key formulas and principles to succeed in today’s world.

The two-days conference featured gods of the packaging design industry including two-times Design Agency of the Year Supperstudio, Estudio Maba, Javier Garduño Estudio de Diseño and more.

Derprosa and UPM Raflatac were also joined by the speakers for panel discussions exploring the future of packaging design and how sustainability adds value to packaging.

Day 1 - 24 November 2021

Packaging and trends, the value of emotions

We live in a globalized world, within a complex and extremely competitive environment full of visual stimuli that makes making a buying decision increasingly complicated and confusing. The era of data, climate change and more individualistic, practical and impatient lifestyles make brands have to face new strategies to adapt to a constantly changing and evolving scenario. In our talk we can see the latest buying trends and different brands that have positioned themselves with strength and identity in the market attending to a new lifestyle.

Value is required

Consumers want engaged brands that make the world a better place. The future lies with companies that truly raise awareness. And brands cannot remain indifferent to society's challenges. More and more are getting involved. Because it takes value to build a committed brand.

Watch recording on our Instagram account.

Wanted! Creativity in FMCG. Reward Offered.

The brands, the products, the competition within the market...there are so many different elements when designing a package that it almost seems an imposible task whilst still being able to import value into the design, highlighting the key creative elements in said design. We’re going to show you how it is possible!

Innovation in the sampling of cosmetics and perfumes in the "new reality"

Currently as a result of Covid-19 we are in a new normal or reality. Not only have consumer habits changed in favor of the online channel, but it has also transformed the shopping experience in the physical store, as well as the way to test new products. The point of sale and perfumery brands put the focus on safety as the top priority. The pandemic has also accelerated global awareness of the environment and sustainability. The search for more sustainable materials and products in the industry and the final consumer has accelerated, creating more eco-friendly consumption habits. At Sampling Innovations Europe, as specialists in the field of samples and single-dose for the cosmetics and perfumery sectors, we have seen that there is an urgent need to change the focus to allow consumers to try products before purchase, in a safer and more hygienic way. It is for this reason that we have innovated by providing effective solutions for the point of sale and using Eco-friendly materials taking care of our environment and making life safer and easier for the consumer.

Panel discussion: The future of packaging design

Hosted by Raül Cobos, Marketing & Business Development Manager at Derprosa.

Day 2 - 25 November

Ask more, assume less.

As designers, when developing a brand, we do not have to conform all the pieces of the puzzle and fit them together. The really exciting thing is to start, create a few, and do it really well so that others can develop them naturally and make that puzzle bigger and bigger, without changing its essence.

Watch recording on our Instagram account.

Alea Iacta Est, from the olive grove to the store.

Creation and development of the packaging for Alea Iacta Est Olive Oil. Javier will take us through their first visit to the olive grove until the end of the packaging creation.


When we think about design, we must know that it is a powerful tool to be able to communicate and create new scenarios that help differentiate brands. How to achieve it with the minimum? Meaning can be created from simplicity, in search of pure lines, recovering the essence to give a global and genuine meaning to our products.

This talk takes you on a journey from the first contact with a project through the reflections that help me to value and develop it and that I invite you to visit with me. We must fight to create solutions that help our clients to improve their objectives, and I believe that we must also work to provide the world with unique products that improve deficiencies and provide new solutions with the resources we have.

"Think simple and achieve something great"

Panel discussion: How is sustainability adding value to packaging?

Hosted by Joss Ramel, Packaging Solution Manager at UPM Raflatac

About Empack

Empack is the leading annual event in packaging technologies. Returning to Madrid in November, this event was an opportunity to reconnect with innovation, to re-experiment, to interact and to do business face to face in a professional and dynamic environment.

A two-days event featuring inspiring industry leaders and presentations focused on current issues and perspectives on the future of the sector that are just around the corner!


The Pentawards Winners’ Exhibit is an exclusive display showcasing 2021 competition winners. This is a unique opportunity to gain a global perspective of the best and most creative achievements in packaging design from 2021.

Visit us for your chance to win a copy of the latest ‘ The Package Design Book’ published by Taschen, which features winning works from our competition. Simply vote for your favourite design from our exhibit.