The label and package printing industry enjoyed the triumphant return of Labelexpo Europe in 2023. As the event prepares its transition to Barcelona, Spain, in 2025, the industry gathered in Brussels, Belgium, for the first time in four years.

L&NW was on-hand for the event, and we caught up with Jade Grace, managing director, Labelexpo Global Series, to learn more about attendee feedback and observations from the show.

L&NW: What were your overall impressions of the show?
JG: Labelexpo Europe 2023 really exceeded our expectations. After a four-year break, it has been the hardest show yet for us to deliver, but the most rewarding. It proved beyond a doubt that specialist trade shows remain an invaluable tool for industry suppliers to reach out to both existing customers and new prospects and for label converters to take in developments across the whole industry in just four days.

L&NW: How did the heat impact the first few days?
JG: Despite the unprecedented heat in Brussels, it did not deter 35,889 visitors from 138 countries attending the four-day show.  We had challenges with the ventilation system which made the first day in particular a challenging environment for both exhibitors and visitors. Our operations team were therefore on site at 4am on the morning of the second day to ensure the air-conditioning was chilling the halls long before show attendees and exhibitors arrived. 

L&NW: Were there any highlights of new technology that stood out to you?
JG: There were so many new technology highlights that stood out at Labelexpo Europe 2023, with short-run added-value flexible packaging being a central focus. We had many visitors follow a Flexible Packaging Trail on the show floor which took in both digital and conventional press technologies, flexpack material constructions and everything else a label converter needed to know to diversify into this exciting and fast-growing market.

There were major launches in the digital flexible packaging and unsupported label film sector, including the HP Indigo 200K, Xeikon TX-500 and Screen Truepress Pac520P press printing on paper pouches. HP also ran a Digital Pouch Factory ecosystem demonstrating pouch manufacturing and finishing of other unsupported films, including shrink sleeve labels.

Automation was another key trend at the show. Our Automation Arena focused on an automated production scenario from file creation and approval to printing and metalization to converting and final inspection, featuring new automation technologies from our partners Esko AVT, Cerm, Xeikon, Kurz, Fedrigoni and Grafotronic.
We want to expand and improve our features and educational events as we move to our other global Labelexpo shows starting with Labelexpo Asia at Shanghai New International Expo Centre (SNIEC) in December and Labelexpo Americas in September 2024.

Flexo really made an impact at this show. We saw more mid-web 26” (670mm) presses at the show, including the Bobst fully automated Master M6 press, Nilpeter with the first exhibition showing of its FA-26 and Lombardi previewing its latest Invicta technology. In addition, Omet showed its fully modular Kflex range for the first time at a trade show and Mark Andy launched its Pro series flexo press, which is upgradable to a hybrid.

Sustainability proved to be another key trend, and the highlights here included new linerless technology for the prime label market from Avery Dennison, label and flexpack films sourced from sustainable resources, and wash-off adhesive technologies enabling the clean recovery of PET container waste.

L&NW: What feedback have you received from attendees?
JG: The feedback has been really positive. We are currently assessing visitor research carried out during the show and this will guide us in the development of future Labelexpos – in particular whether enough visitors are able to take part in our educational program given the sheer scale of the 2023 show.

Looking at social media posts and major label groups contacting us directly, we are confident that visitors found the show a very welcome opportunity to meet friends old and new, network with industry colleagues and form assessments of new technology requirements for their future business strategies. In addition, the show furnished a large number of machinery orders, with many buying decisions taken directly on the show floor.

L&NW: What are you anticipating in Barcelona in 2025?
JG: As a fantastic chapter closes at Brussels Expo, we look forward to the move to Barcelona. This move, we believe, will allow us to take the show to the next level as we evolve further into a package printing event, with labels at its core.

The Fira de Barcelona, which is the new venue for Labelexpo Europe 2025, has much larger halls, allowing an easier flow of visitors around the show floor. The modern infrastructure of the Fira lends itself to the technical needs of our exhibitors with larger loading bays and hall doors to move equipment in and out and longer build times for bigger machines. The halls are equipped with a ventilation system which continuously replenishes the air and there is fast, complimentary Wi-Fi connection which can link up to 128,000 concurrent users.

The Fira also has extensive catering options, and the venue has a strong commitment to green energy and sustainability with 25,000 solar panels installed on the roof. We can therefore really continue to progress the importance of sustainability as a key focus for the labels and package printing industry.

We had an exhibitor rebook rate of 96% for Labelexpo Europe 2025 in Barcelona, which reflects the enthusiasm of the industry for this move.