The European Brand & Packaging Design Association (epda) has chosen Madrid for its 2018 Annual Congress. The Spanish capital will become the reference meeting point for international branding, packaging and design on 18th May.

Under the title “Disruption in Brand Design – The Impact of Digitalisation”, the event will bring together leading professionals from different fields worldwide, such as digital experts, branding gurus, packaging professionals and spokespersons for major brands. They will discuss the implications and opportunities of digitisation in the field of brand design, in order to make the most of the latest digital innovations that have changed the rules of the game in the sector.

Hernán Braberman, Executive Design Director of tridimage, has been invited to give the lecture “It’s the End of Packaging Design as We Know It (and I Feel Fine)”. In a world that is consistently going digital, harnessing Augmented Reality allows to bridge the physical and the digital, pushing the boundaries of brand experience. In this context, packaging takes on a fascinating new role as a media channel in its own right. So what does AR means for packaging design agencies?

Among others, the Annual Congress of EPDA Madrid 2018 will be attended by international guru Tim Leberecht, author and co-founder of The Business Romantic Society, and speaker at major events such as TED, DLD, Future Day, The Economist, SXSW, Thinking Digital, etc.

Other international speakers such as Jeremy Abbett (Creative Evangelist) or Christian Eager (from the design agency Turner Duckworth) as well as Spaniards such as Beatriz Fernández Loizaga (Mahou-San Miguel), Íñigo Madariaga (Green Cola), Fernando Ortíz-Ehmann (Saffron Consultants) or Pedro Álvarez (Pancracio Chocolates) will also participate.

The European Brand & Packaging Design Association (epda) is the leading European network, uniting and bringing together designers and agencies internationally. The association was created in 1990 by a group of leading designers, who identified the need to create a new European forum where they could share information, ideas and opinions on packaging, brand identity, point of sale and digital media. Since then, it has evolved as a unique design community, with members from all over Europe.