Alissa Demorest: An Editor’s View on the State of Luxury Packaging

In the world of luxury packaging, few names command as much respect and insight as Alissa Demorest. As Editorial Director of Formes de Luxe —the true “bible” of luxury packaging— she stands at the very heart of innovation, design, and the conversations that shape the industry.

 

Our own relationship with the magazine has grown in parallel with hers: from initial admiration to close collaboration, our paths have intertwined as the publication established itself as an authority and Alissa became one of its most influential voices. Today, we are delighted to hear directly from the woman who, with a visionary eye, continues to unveil the future of packaging.

 

 

Make Box: A new edition of Luxe Pack, a trade fair that has been a benchmark for luxury packaging for decades, will begin shortly. What can we expect from this edition?

 

Alissa Demorest: The 2025 edition promises to be a genuine turning point for Luxe Pack Monaco. Not only will it feature newly created spaces and an expanded floor plan, but also a host of fresh initiatives—The Portal, the Col’Lab, and a spotlight on artisanal crafts—that will bring together a wide spectrum of players who all contribute to the world of luxury packaging.

 

Make Box: What can we expect from these events when information, news, and launches travel at the speed of light through digital media? Has the role of physical trade shows changed? What objectives should visitors and exhibitors have today?

 

Alissa Demorest: I firmly believe that digital platforms will never fully replace our need for human interaction and personal exchange. This became evident in the post-pandemic period, when trade fairs across the globe recorded record-breaking attendance. That said, events must keep reinventing themselves. Visitors expect more than just booths; they want inspiration, new experiences, and content that is relevant and forward-looking. Ultimately, they want to leave smarter than when they arrived.

 

Make Box: As editor-in-chief of an internationally renowned print and digital media outlet in the world of luxury packaging, what do you think makes packaging truly successful—worthy of being considered a masterpiece?

 

Alissa Demorest: Calling packaging a masterpiece certainly sets the bar high! In my view, the closer a pack stays true to the brand’s identity and message, the more it will resonate with consumers. Packaging is the skin of a product, and it should mirror its essence. But it must also bring originality; products that merely imitate trends or mimic others rarely stand the test of time. Personally, I would add that the most compelling luxury packaging is one that minimizes environmental impact (let’s not forget that “sustainable packaging” is a misnomer—no packaging is 100% sustainable), is beautifully designed, and instantly recalls the brand it represents.

 

Make Box: I’ll make it harder for you: we know the winning combination includes all these qualities, but if you had to prioritize in the battle for shelf space—which quality comes first, which second, and which third: sustainability, functionality, or aesthetics?

 

Alissa Demorest: That’s a tough one, because in luxury these three pillars are inseparable. Ultimately, it comes down to consumer sentiment. In some markets, aesthetics are paramount. In others—and sadly they remain the minority—sustainability credentials play a leading role. Functionality, however, is non-negotiable: if packaging has usability flaws, it simply cannot fulfill its role.

 

Make Box: Let’s talk about the luxury market, which has been particularly unstable since last year. In your opinion, has the luxury sector rethought its business model? Are we seeing any signs of change or new packaging styles emerging from this new vision of luxury?

 

Alissa Demorest: It’s still early to establish a link between today’s volatile market and packaging trends. What is certain is that brands are rethinking their business models. For now, the most visible impact is financial: with declining sales, cost-cutting has become a greater priority than before. Unfortunately, this doesn’t bode well for packaging partners, nor for the significant investments required by sustainable innovation.

 

Make Box: Could you take us behind the scenes of the PRIX Formes de Luxe? What makes the jury say “wow”?

 

Alissa Demorest: Our jury is notoriously demanding. To elicit a “wow,” a project must tick several boxes simultaneously: aesthetics, functionality, and sustainability. Add to that a design that is truly original—something never seen before—and that’s when excitement sparks. We also value when sustainability is integrated while still respecting luxury codes. And of course, technical execution is decisive: genuine innovation is rare, and when it appears, it stands out immediately.

 

(As interviewers, we can’t help adding a personal note here: back in 2011, long before you joined the magazine, Salinas Packaging Group won the PRIX Formes de Luxe with a collection of round boxes. They were remarkable because they were produced with the very first Emmeci machine ever built for round boxes. That milestone was a turning point for us, and one we still recall with pride. We were young then, at the very beginning of our journey to conquer international markets. Since that time, we haven’t entered again—but maybe it’s time to consider it once more…)

 

 

Make Box: Finally, we cannot fail to mention the collaboration between Salinas and Formes de Luxe in the creation of this year’s PRIX trophy—a piece conceived as packaging that celebrates other packaging. How did this idea come about?

 

Alissa Demorest: The idea took shape during last year’s Luxe Pack Monaco. Salinas’ iconic orange and black boxes struck a chord with us. In recent years, Formes de Luxehad created trophies using noble materials—porcelain, textiles, wood—always produced in Europe. But we had never explored paper and cardboard. It quickly became evident that Salinas was the perfect partner for this challenge, and the result of our collaboration is refreshingly original.

 

This came on the heels of a  special project we undertook together in 2024: the summer cover of the magazine. It was the first time Formes de Luxe dared to produce a cover in rigid cardboard, with embossed and debossed elements, on a cotton-based paper that carried a full-color photograph depicting flowers in honor of the issue dedicated to home and interior fragrances. The result was stunning. It was a bold challenge, and Salinas took it on. That readiness to take on complex projects suits them well!

 

Make Box: And how do you view Salinas’ evolution after more than 15 years of collaboration?

Salinas has been a loyal and trusted partner through the years. We have watched their offering evolve alongside luxury market trends, always bringing fresh ideas and delivering consistently high-quality “Made in Spain” products. We are proud of this enduring partnership, and it is reflected in our decision to entrust Salinas with creating the trophy for the 2025 edition of the Formes de Luxe Awards.

 

Alissa Demorest: Forgive me, but as a journalist I can’t resist asking… what will we see this year at the Salinas stand at Luxe Pack?

 

Make Box: This year in Monaco we are showcasing many of our latest projects, which reflect everything we are passionate about: technical innovation, excellence in finishing, and creativity applied to luxury packaging. These are concepts that bring together surprising materials and high-value processes, designed to inspire brands at a time when the market demands both differentiation and authenticity.

 

And of course, you know this year marks our 30th anniversary. To celebrate, we have created a special corner dedicated to vintage boxes, pieces we crafted 20 or 15 years ago for such iconic brands as Shiseido and Loewe. It is a way of looking back with pride, honoring the path we have taken, while showing how Salinas’ essence has always been tied to creativity and excellence.

 

Alissa, thank you for sharing your time, your vision, and your passion for luxury packaging with us. It is always inspiring to speak with someone who not only observes the industry so closely but also helps shape its future. We are glad our paths continue to run in parallel, and we look forward to many more chapters together.