新聞

Huntersville, NC/ USA, April 29, 2026: KURZ, the global leader in packaging decoration, will present its latest advancements at LUXE PACK New York 2026 from May 6–7, demonstrating how brands and designers can create impactful, production-ready designs by combining creative vision with operational excellence.

Under the guiding claim “re:think what’s possible,” KURZ highlights a clear industry shift: the future of packaging decoration lies in the seamless integration of creative possibility, sensory impact, and real-world performance.

From creative ambition to production reality

For decades, foil has been a defining element in luxury packaging driving emotional connection, elevating perceived value, and serving as a strategic lever for brand differentiation. As brands seek to stand out at the point of sale and build lasting loyalty, and as designers continue to push creative boundaries, expectations toward packaging decoration have fundamentally evolved.

Today, the key challenge is no longer purely aesthetic. The real question is whether a design will translate from concept to shelf exactly as intended, and how foil performs under day-to-day production conditions. At the same time, brands must consider whether their decoration choices will hold up in the real world - from manufacturing through to consumer use - while also addressing increasing sustainability expectations without compromising visual impact.

“At LUXE PACK, we are not rethinking aesthetics. We are rethinking what foil can deliver,” Allan Quimby, Head of Marketing at KURZ emphasizes.

By bridging the gap between creative ambition and production reality, KURZ enables brands and designers to bring their vision to life with confidence.

 
Thought leadership across luxury, performance, and sustainability

At the show, KURZ will focus on three key dimensions shaping the future of packaging decoration:

Luxury

Luxury is elevated through premium aesthetics and tactile depth that strengthen brand identity and deepen consumer connection.

Performance

KURZ solutions are engineered to perform in real-world conditions, with solutions designed to ensure durability, longevity, and operational reliability from production to end use.

Sustainability

Sustainability is built into KURZ foil by design, combining recyclable and de-inkable solutions with increased efficiency through reduced carrier thickness enabled by slim technology.

Together, these pillars reflect a holistic approach: no compromises between beauty, durability, and responsibility.

Enabling better design decisions -  earlier

A central highlight is DREAMCOMPOSER®, KURZ’s digital tool that empowers designers and brand owners to make better decisions earlier in the development process.

By enabling 3D visualization of decoration concepts before production, DREAMCOMPOSER® helps reduce design iterations, accelerates decision-making, and aligns stakeholders from the outset. This results in faster, more confident design development and greater predictability in production outcomes.

 
Closing the gap between design vision and production reality

KURZ’s portfolio - including hot stamping, cold transfer, and digital embellishment solutions - offers the industry’s broadest range of shades, all locally produced. Combined with system-matched H+M stamping dies, these solutions ensure brilliant, high-precision decoration.

By aligning materials, tools, and processes from the start, KURZ enables reliable translation from concept to mass production, consistent decoration quality at scale, and reduced complexity across the value chain.

Sustainability without trade-offs

KURZ demonstrates that sustainability is not a limitation, but an integrated part of decoration performance. Its solutions are designed to be recyclable, de-inkable, and resource-efficient by design.

This approach allows brands to meet increasing environmental expectations without sacrificing visual impact or brand differentiation.

Experience what’s possible

“Packaging decoration today plays a critical role in creating impact that translates seamlessly from concept to shelf,” says Allan Quimby, Head of Marketing, KURZ USA. “At KURZ, we combine creative possibility, sensory impact, and operational expertise to help brands and designers bring their ideas to life with confidence in real-world performance.”

At Booth D24, KURZ invites designers and brand owners to explore how packaging decoration can become a true driver of brand perception, consumer engagement, and commercial success.