Written by Jan De Roeck
Marketing Director, Esko
When the label and packaging industry gathers, it does so with purpose. Few events embody that purpose more clearly than Labelexpo Europe, which this year took place for the first time in Barcelona. Having attended many editions of the show, I was struck not only by the change of scenery but also by the deeper shifts it represents for our industry.
At its core, Labelexpo has always been unique. Unlike broader print or packaging exhibitions, it is laser-focused on a very specific form factor: narrow web production equipment. Every piece of machinery on display—from printing presses to finishing lines, from substrates to metal dies and embellishment technologies—operates within a normalized web width of roughly 20–25 inches. This singular focus is what sets Labelexpo apart. It is not just a print show, nor a packaging or label show. It is, above all, a narrow-web production show bringing an entire ecosystem together.
Beyond Labels: The Expanding Role of Narrow Web
What makes this form factor so compelling is its versatility. While narrow web equipment is synonymous with labels, the truth is that converters have long been producing much more. Even in the early days, smaller folding cartons—particularly for pharmaceuticals—were efficiently manufactured on narrow web presses, thanks to their compact size and shorter run lengths.
Over time, converters recognized the opportunity to diversify further. Besides PS labels, flexible packaging applications such as wrappers and pouches began to appear on narrow web lines. Folding cartons, too, became a natural extension. This diversification nudged machine builders to gradually widen their equipment, but the underlying principle remained the same: a standardized form factor designed for efficient, cost-effective production.
It is only logical, then, that the organizers of Labelexpo have acknowledged this evolution. The rebranding of the event to Loupe underscores the widening application field of narrow web technology. Labels, by their very nature, will always require roll-to-roll production in narrow web. But if the same equipment can profitably produce other packaging formats, why wouldn’t converters seize that opportunity?
Barcelona: More Than a Change of Venue
The move from Brussels to Barcelona is far more than a logistical adjustment. It is a symbolic milestone that mirrors the changing dynamics of our industry. Barcelona is a city built for events: modern, spacious expo halls, more square meters of exhibition space, and a vibrant setting that attracts a growing number of top decision-makers.
Walking the halls, it was clear that the new location elevated the show. The energy was palpable and the conversations more strategic. The city itself amplifies the event’s ambition, positioning Loupe as a global stage for the future of narrow web production.
One detail that particularly impressed me was the floorplan design of the exhibition halls. The organizers clearly took inspiration from Barcelona’s famous Eixample district, where long, wide streets cut across the city blocks to facilitate transport and navigation. Each block in the district is shaped as an octagon, with chamfered corners that give the impression of being ‘cut off’—a design that makes movement and visibility easier. Looking at the floor plan of Labelexpo Barcelona, the resemblance was striking: the main aisles in the large halls followed the same logic, creating a layout that was intuitive, spacious, and easy to navigate. A small detail, perhaps, but one that speaks volumes about the organizers’ commitment to delivering a world-class event. Well done!
Innovation at the Forefront
Of course, growth is not only about geography. What truly stood out in Barcelona was the wave of innovation brought forward by technology vendors. Across printing technologies and applications, the themes were consistent:
- Accelerated digital transformation through systems integration and automation
- Artificial intelligence applied to optimize workflows and reduce waste
- Sustainability as a driver of both product development and operational efficiency
- Cloud-based solutions enabling smarter collaboration and data-driven decision-making
- Machine interface innovation designed to improve operator experience and production accuracy
These advancements are not isolated. They reflect a broader industry commitment to improving efficiency, reducing environmental impact, and equipping converters with the tools to thrive in a competitive market.
Loupe: A Promise of Craftsmanship and Accuracy
As I reflect on this year’s event, I am convinced that the rebranded Loupe will continue to build on Labelexpo’s legacy while embracing the future. The name itself is well chosen: a loupe is a tool of precision, craftsmanship, and accuracy—qualities that define today’s print shops and drive tomorrow’s innovation.
By staying true to its narrow web roots while expanding into adjacent packaging applications, Loupe embodies the duality of our industry: focus and flexibility. And by anchoring itself in Barcelona, it signals confidence, ambition, and a readiness to grow alongside the evolving needs of converters worldwide.
Conclusion
Labelexpo Europe in Barcelona was more than a tradeshow; it was a statement. A statement that narrow web technology is not confined to labels, but is a platform for broader packaging innovation. A statement that our industry is embracing digital transformation, AI, and sustainability with urgency and creativity. And a statement that the future of this event—now Loupe—is as vibrant and dynamic as the city that now hosts it.
For those of us in the label and packaging community, the message is clear: the form factor may be narrow, but the opportunities are anything but.
