The new drupa 2028

An intelligent system- inspiried by nature

The octopus is one of the most fascinating creatures in our world: highly intelligent, adaptable, and capable of mastering complex challenges simultaneously.

It represents a mindset that our industry needs more than ever today—and the new strategic direction of drupa 2028.

Why the Octopus Is the New Symbol of drupa

The octopus does not operate linearly. Its arms act independently while remaining perfectly interconnected. Decisions are made in a decentralized manner, reactions are fast, and solutions are holistic.

This is precisely the principle that drupa 2028 brings to the trade fair:

away from isolated topics—toward an intelligently connected experiential space.

Four Experience Clusters. One Intelligent System.

From a Traditional Trade Fair to a Connected Experience Space

drupa is evolving. Instead of clearly separated topic areas, it is creating a system in which technologies, brands, knowledge, and people interact with one another.

drupa 2028 brings together content, target groups, and added value in four experience clusters. Each cluster represents a distinct perspective—together, they form the new power center of the trade fair.

grow – Business & Solutions

Where Growth Takes Shape

grow is the space for technological and business breakthroughs: end-to-end solutions, integrated workflows, AI-driven systems, and new business models that move companies beyond incremental optimization toward true transformation. This cluster is specifically designed for technology and business decision-makers who plan investments, align production sites, and build strategic partnerships.

create – Brand-Owners & Creative Industries

Where Brands Shape the Future

create is the home of brand owners, marketing and packaging decision-makers, designers, agencies, and the creative industries. Within this cluster, new products, packaging concepts, and campaigns are showcased long before they appear in retail, e-commerce, or at the point of sale. Technology becomes storytelling, and print and packaging turn into brand experiences that differentiate, evoke emotion, and create measurable value.

learn– Knowledge & Inspiration

Where Knowledge Creates Impact

learn brings together knowledge, standards, and talent—from AI and automation to sustainability and the circular economy, as well as regulation, best practices, and qualification programs. This cluster forms the industry’s knowledge foundation: from education and universities to associations, research institutes, and executive briefings.

learn deliberately grows through collaboration with exhibitors. Shared expertise, collective experience, and co-creation formats are curated and made accessible here.

play– Experience & Community

Where the Industry Becomes a Movement

play is the festival cluster—the space for community, emotion, and visibility. Here, brands and technology providers move beyond the classic booth and present themselves as experiences: through in-motion areas, live branding, and social media moments.

play makes the outcomes of grow, create, and learn tangible, shareable, and viral.

What the New Direction Means for Participants

drupa 2028 is not a place for isolated product presentations.

It is a space for solutions, collaboration, and real added value—for exhibitors and visitors alike.

From isolated product presentations to integrated solutions

Collaboration across exhibitors and visitors

Real added value for all participants