Avery Dennison is planning an educational and interactive booth for Labelexpo Americas visitors. The show will take place from September 13-15, 2016, in Chicago, IL, USA, and attracts printers and converters, as well as brand owners, suppliers and manufacturers in the space.

The substrate and adhesive specialist will divide its stand into four distinct zones: Smart Solutions, Sustainability and Compliance, Shelf Appeal, and Productivity. There, Avery Dennison will showcase several new products to the label and packaging industry. Among the highlights will be the company’s new Photo-Reactive Adhesive Technology, an Air Egress solution, and a next-generation fully conformable film.

“Each zone has hero products, something we’re featuring that is new and unique that we really want to draw attention to,” explains Carolyn Polanski, director of marketing communications, Materials Group – North America, Avery Dennison.

The Productivity Zone will feature a digital inkjet portfolio, which was recently expanded with water-based and UV products. Avery Dennison will be offering personalized demonstrations involving the new substrates, where attendees can take home a customized product–such as a water bottle–that will be featured for printing.

The company’s TrueCut line, highlighted by adhesive technology in low temperatures, and a Durables S8049 adhesive plus Air Egress will be showcased in the zone. New flexo mounting tapes will be displayed, as well. TrueCut is launching into direct thermal applications for Labelexpo. The S2550 adhesive for direct thermal is designed to be strong, broad and fast. TrueCut technology was introduced at Labelexpo Europe 2015.

Air Egress features an embossed liner where the pattern transfers to the adhesive. The technology eliminates air bubbles after application without the need to reapply. Users can remove and reposition the material, and the 8049 adhesive cures fully within 48 hours.

‘When you go to apply a label to a substrate, sometimes you can have air bubbles in it,” explains Sara Porosky, associate product manager, Durables, Avery Dennison. “The pattern on the embossed liner transfers to the adhesive because the adhesive flows out onto the liner. When you apply it, the air bubbles have a chance to escape. It’s good for applications where people are applying things by hand or where it’s a large label, because they can push the air bubbles out rather than having to reapply the label, take the label off or use another label.”

Avery Dennison’s Shelf Appeal Zone will be designed to show visitors how the company’s substrates can pop off the shelf and make an impact at the moment of truth. “We are going to be launching a new conformable film–yet to be named¬–and we’re really, really excited about it,” says Polanski. “It’s highly conformable, fits lots of different sizes, and it’s going to be another breakthrough film because we are the film innovator and this is who we are. We haven’t come out with something this next ‘next generation’ in quite a few years, and this is our big play and big push at Labelexpo.”

The new conformable film will have its own section within the Shelf Appeal Zone. The product will be a part of the Zone’s eye-tracking study, where visitors can wear goggles and see what their eyes are drawn to on the shelf. Guests will receive their results and see how the data stacks up against other attendees at the show. This initiative is intended to give converters real-world experience to bring back to their brand owners and customers.

Avery Dennison’s FlexPack ChemControl line will also be displayed on various shampoos, creams and oils, an area that the company says is booming. ChemControl Ultra and ChemControl Ultra+ can be used for hard-to-hold applications, especially in the personal care and automotive spaces. The testing has been done in two locations, both at Avery Dennison and an outside lab. “It really is a project to stay ahead of the trends,” says Cindy Collins, product manager of Rapid Roll, Avery Dennison. “The narrow web flexible packaging growth is over 10%, and with that growth, our job is to be ready for the applications for our customers.”

Finally, the Zone will feature a section dedicated to Avery Dennison’s Craft Beer Portfolio. The area will include kegs, growlers, bottles, and various applications, such as shrink sleeves, to advertise new possibilities to craft brands.

The Photo-Reactive Adhesive Technology will highlight the Smart Solutions Zone. This technology features a label construction that is partially masked. The exposed areas that subsequently go through the UV light will become removable, while the masked areas stays permanent. This application can be useful for extended content labels, promotional labels, food labels containing recipes, or any product that has a story to tell.

“This is our big innovation for Labelexpo,” says Agata Kowalska, associate product manager, Select Solutions Collection at Avery Dennison. “This adhesive technology allows–in one construction–to have permanent adhesive and then removable adhesive once it is exposed to the UV light. This allows our customers to customize their labels. It also allows the customers to simplify the process and more reliable performance of the label.”

The Sustainability and Compliance Zone will feature a CleanFlake portfolio for paper. In addition, Avery Dennison will exhibit a new bio-based PE film that is made out of sugar cane.

Prior to Labelexpo, Avery Dennison will also take part in a Release Liner Workshop with AWA. The event will take place on Monday, September 12, and will explore release liner and issues with waste. “As an industry, we know the liner is waste,” says Renae Kulis, senior director of global sustainability. “We’re trying to create some momentum in North America around how to solve the problem as an industry. We want to pull everyone together and find out what some of the solutions might be.”

“We will also be soft launching a global ad campaign that will have a lot of our people on our products,” says Polanski “On the back of them, you will actually see the people who made the products–those in R&D and the product managers–and that will be featured in the back of the booth so people on the aisle will see it.”

For more information on Avery Dennison’s Select Solutions Re-closure portfolio, click here.