“When well designed, packaging can become a smart tool,” Amela Kusuran

What inspired you to pursue a career in the packaging industry?

Amela Kusuran - What inspired me above all was the interaction between material and object. Watchmaking is a highly demanding field, where touch, appearance, comfort, and precision are essential: we create intimate objects that people wear every day. As a scientist, rethinking materials in this context came naturally.

Packaging quickly became an obvious extension of this work, as it is impossible to design something without considering how the object is protected, presented, and passed on. I like the idea that material, packaging, and the narrative surrounding the object all form part of the same vision — a more responsible one — in a sector that is constantly evolving in response to environmental challenges and changing consumer expectations.

Which material has particularly fascinated you in your recent projects?

Amela Kusuran - One material that has particularly fascinated me recently is coffee grounds. I have been working on transforming them into a material for watch and jewellery boxes. Beyond itscircular nature, this project explores a strong sensory dimension: the scent of coffee, the tactile experience, and the emotion created when the box is opened. It provides a new way of telling the story of an object by engaging multiple senses.

What is one of the biggest challenges you have faced as a young leader in this sector?

Amela Kusuran - One of the main challenges has been introducing new ideas into a sector that has historically been highly codified. Proposing an alternative material or a more sustainable process inevitably means challenging established habits: you have to convince, explain, listen, adjust… and sometimes start all over again. Finding the right balance between innovation and industrial feasibility is a constant exercise. As a young leader, you also have to learn how to communicate a clear vision while remaining attentive to market realities.

If you could change one misconception about packaging, what would it be?

Amela Kusuran - I would like to move beyond the idea that packaging is merely “waste.” When well designed, it can become a smart tool — reusable, recyclable, minimalist, and fully aligned with the object it accompanies. It protects, enhances, and can even extend a product’s lifespan. I am convinced that tomorrow’s packaging will be designed with the same degree of precision as the product itself and will become a genuine driver of sustainable innovation.

This year marks the 25th anniversary of Paris Packaging Week. What legacy would you like the new generation of Future Leaders to leave for the next 25 years?

Amela Kusuran - I would like our generation to leave behind a more responsible and more human way of creating. I hope we will have challenged established models and prioritised simplicity, quality, and a more circular approach. If, in 25 years’ time, the industry is more transparent, more respectful of resources, and more aware of its impact, then we will have achieved something really important.

What advice would you give to young professionals starting their careers?

Amela Kusuran - I would tell them to be bold: ask questions, suggest ideas, and express their point of view. Creativity often comes from curiosity or a simple observation. I would also encourage them to explore different disciplines and change their perspective, as the industry needs fresh ways of thinking. Finally, I would remind them to enjoy the journey: it’s a demanding but exciting field, where you are constantly creating and inventing.

What does being selected as a Future Leader mean to you?

Amela Kusuran - It is a great source of pride, but above all a responsibility. Being a Future Leader means embodying a more innovative, committed, and open approach, while giving visibility to work that often happens behind the scenes and leads to the creation of new materials. For me, this recognition is a real encouragement to continue championing innovation that has meaning.

Can you share an example of a design, innovation or brand that you consider iconic and explain why?

Amela Kusuran - One brand I consider iconic is ID Genève. Their approach reinvents watchmaking by combining high-end design, circular materials, and transparency. They demonstrate that it is possible to create a desirable watch while rethinking the entire value chain, from materials to packaging. For me, they embody responsible innovation and a truly modern vision of watchmaking.