Highlights
Welcome to drupa 2028!
An intelligent system – inspired by nature
Think flexibly. Shape the future.
The octopus is one of the most fascinating creatures in our world: highly intelligent, flexible and capable of mastering complex challenges simultaneously.
It embodies a way of thinking that our industry needs now more than ever – and reflects the new direction of drupa 2028.
The octopus does not act in a linear fashion. Its arms operate independently yet are perfectly interconnected. Decisions are made decentrally, reactions are swift, and solutions are holistic.
Four experience clusters.
An intelligent system.
From the traditional trade fair to a connected experience space
drupa continues to evolve: clearly distinct thematic areas are giving way to an interconnected system in which technologies, brands, knowledge and people interact with one another.
drupa 2028 brings together its content, target audiences and added value in four experience clusters. Each cluster offers its own perspective on the future of print and packaging – together, they form the trade fair’s new hub of content.
Where growth happens
grow | Business & Solutions
grow is the space for technological and business breakthroughs: for end-to-end solutions, integrated workflows, AI-powered systems and new business models that lead companies from incremental optimisation towards genuine transformation. Here, we specifically target technology and business decision-makers who are planning investments, organising operations and forging partnerships.
Where brands shape the future
create | Brand Owners & the Creative Industries
create is the home of brand owners, marketing and packaging managers, designers, agencies and the creative industries. This cluster showcases new products, packaging and campaigns long before they appear in shops, on e-commerce platforms or at the point of sale. Technology becomes a story; print and packaging become a brand experience that sets brands apart, evokes emotions and creates measurable value.
Where knowledge makes an impact
learn | Knowledge & Inspiration
learn brings together knowledge, standards and talent – from AI and automation through to sustainability and the circular economy, right through to regulation, best practices and training programmes. This cluster forms the industry’s knowledge foundation: from training and universities, through associations and research institutes, to executive briefings. learn grows deliberately through collaboration with exhibitors: shared expertise, collective experiences and co-creation formats are curated and made accessible here.
Where the industry comes to life
play | Experience & Community
play is our festival cluster – the space for community, emotion and visibility. Here, brands and technology providers move beyond the traditional exhibition stand and present themselves as an experience: in ‘in-motion’ areas, live brand activations and social media moments. play makes the outcomes from grow, create and learn tangible, shareable and viral.
What the new focus means for participants
drupa 2028 is not a venue for isolated product presentations. It is a space for solutions, collaboration and genuine added value – for exhibitors and visitors alike.
Solutions
rather than isolated product presentations
Collaboration
between exhibitors and visitors
Added value
for all participants