Loupe (formerly Labelexpo) Expands Packaging Tech Coverage, How the Rebrand Reflects the Growth of Smart Packaging and Digital Embellishment
Big news in the label and package printing world: Labelexpo, the long-running label printing trade show, has rebranded as LOUPE. This change isn’t just cosmetic; it signals an industry-wide evolution. Loupe’s expanded scope will go beyond labels to encompass broader packaging formats and cutting-edge technologies in smart packaging and digital embellishment. The first event under the new name – Loupe Americas 2026 – is set for September 2026 in Chicago, replacing the traditional Labelexpo Americas.
Labelexpo’s new identity as LOUPE (short for “Labels & OUter Packaging Embellishment”) underscores a wider focus on labels, flexible packaging, folding cartons, and advanced finishing techniques.
From Labels to “Labels & Outer Packaging Embellishment”
The rebrand to LOUPE reflects how label printers have broadened their horizons. Labelexpo began decades ago as a narrow-web label show, but over the years it absorbed shrink sleeves, flexible packaging, and even folding cartons as label converters diversified their offerings. According to Andy Thomas-Emans, Strategic Director of the show, today’s label converters are “bringing multiple technologies together under one roof,” and LOUPE mirrors that spirit by uniting the full spectrum of package printing in one place. In fact, data from Labelexpo Europe 2023 showed that 40% of visitors were interested in flexible packaging and 25% in folding cartons – even before those were a formal focus. This confirms that package printers and converters are converging on a mix of formats and need a trade show that reflects all those interests.
Importantly, the name LOUPE itself is meaningful. A loupe is a magnifying tool printers use to inspect fine details, symbolizing attention to detail and quality. Fittingly, the LOUPE acronym stands for “Labels & Outer Packaging Embellishment,” emphasizing that while labels remain central, the show now magnifies opportunities in outer packaging and embellishments. As Jade Grace, the event’s Managing Director, explains, labels are still the core focus, “but this evolution recognizes the broader impact and influence of label technologies across the entire value chain” – driving transformation across all packaging formats. In short, the rebrand is about future-proofing the expo to serve a changing industry.
Smart Packaging Tech Takes Center Stage
One big reason for Loupe’s broader lens is the rise of smart packaging technologies. Packaging isn’t just about ink on paper or film anymore – it’s getting interactive and intelligent. Thomas-Emans notes that new areas like brand protection, logistics, and supply chain management are set to benefit from innovations showcased at Loupe. This includes RFID-equipped labels, NFC tags, and scannable QR codes integrated into packaging. Such features help brands track products through the supply chain, guard against counterfeiting, and engage consumers with digital experiences. Notably, the last Labelexpo Americas even featured an “RFID Zone,” underscoring how label converters have become key providers of RFID smart labels and tags for packaging applications. In an era of connected products, converters who embrace these technologies can offer clients enhanced traceability and data-driven insights (for example, sensing when a package is opened or a product’s lifecycle status).
Alongside smart tech, digital embellishment is a major draw. Brand owners today seek eye-catching finishes – think foil accents, tactile varnishes, 3D embossed effects – but they also want the flexibility of short runs and personalization. That’s where digital embellishment equipment shines. Loupe is putting a spotlight on the latest digital and hybrid presses with inline foiling, coating, and decorating capabilities. “There’s so much potential now in embellishment, in RFID… so much possibility,” says Thomas-Emans, describing how visiting the show sparks ideas for the “next pack or label” design. In practice, this means a converter at Loupe might explore, say, a digital foiling unit that can create variable metallic effects without traditional dies, or an inkjet spot coating system to add raised varnish only where needed. These technologies open creative avenues for packaging innovation while keeping costs feasible for smaller jobs – a win-win for converters and their customers.
Why the Loupe Rebrand Matters for Converters and Print Providers
For print providers, package converters, and suppliers, Loupe’s expanded coverage is more than a name change – it’s a strategic signal. It acknowledges that label printers are evolving into one-stop packaging solution providers, often through industry convergence and consolidation. In practical terms, a label company might now handle pouch printing or carton production in addition to pressure-sensitive labels. Loupe will cater to this reality by showcasing equipment and materials across label, flexible, and carton segments under one roof. This creates a learning opportunity: attendees can see how the same digital press or finishing line could produce multiple packaging types, helping them future-proof their businesses.
The inclusion of smart packaging and embellishment content also means staying competitive in serving brand clients. Brands are increasingly aware of what’s possible – they send teams to events like Labelexpo/Loupe to scout innovations. Converters who keep pace can bring fresh ideas to the table instead of playing catch-up. For example, a packaging converter could integrate an anti-counterfeit RFID solution or a striking new digital foil technique into a customer’s product line after discovering it at Loupe. By expanding its focus, Loupe essentially becomes a one-stop innovation hub where a company owner or operations manager can gauge which technologies might drive efficiency, differentiation, and growth for their operation in the coming years. It’s also telling that Loupe explicitly invites brand owners alongside converters. This suggests a more collaborative environment where printers and their clients can explore possibilities together – bridging the gap between what brand marketers envision and what print technology can deliver.
In summary, the Loupe rebrand reflects a packaging print industry that’s rapidly changing. Label and packaging worlds are colliding, and new tech like smart packaging and digital embellishments are moving from the sidelines to center stage. For industry leaders and veterans, Loupe’s message is clear: grab a magnified view of the future now, or risk missing important details. By widening its scope, Loupe is helping ensure that today’s label and packaging businesses are ready for tomorrow’s opportunities – from high-tech interactive labels to digitally decorated packaging that dazzles. The path to growth and competitive edge may well lie in this broader vision of packaging, and Loupe is where that vision comes into sharp focus.
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