Avery Dennison has officially opened its new Avery Dennison Experience Lab (ADX) today in Melbourne – an innovation hub designed to accelerate the adoption of RFID and digital identification technologies across Australia and New Zealand.
The interactive space provides a hands-on environment for customers, brand owners, and partners to explore how digital ID and RFID can unlock new opportunities in traceability, authentication, and supply chain visibility across sectors including apparel, healthcare, food, wine, and logistics.
“ADX is a unique space designed to bring ambitious ideas to life,” Cath Cornaggia, commercial director Labels & Packaging ANZ told PKN. “It facilitates collaboration between our experts, customers, and partners to co-create next-generation solutions that enable connected, intelligent packaging.”
The ADX provides a fully equipped demonstration and testing environment where customers can trial end-to-end RFID systems – from label converting and encoding to scanning and data capture. The facility features printers and encoders, fixed and handheld readers, point-of-sale and self-checkout systems, and integration tools tailored for packaging and labelling workflows.
Through workshops and pilot programs, Avery Dennison’s local specialists will work with customers to develop solutions that improve efficiency, transparency, and sustainability outcomes.
“ADX Labs are designed as collaborative spaces,” Cornaggia said. “Customers can explore real-world use cases, test concepts, and build proofs of concept that help turn ideas into implementable programs. Our goal is to make it easier for businesses to adopt digital ID technologies and realise their potential.”
As RFID adoption accelerates globally, the Melbourne ADX hub positions Avery Dennison as a catalyst for innovation in the region. The facility will play a key role in adapting global R&D for local market needs, supporting solution development and pilot testing to meet regional conditions and regulations.
Digital identification – including RFID, NFC and QR technologies – is transforming packaging into a connected data source, providing item-level traceability and consumer engagement opportunities. Avery Dennison notes that this evolution creates new value for label and packaging manufacturers, who are increasingly becoming partners in digital transformation across the supply chain.
Recent advances in Avery Dennison’s RFID technology include more sustainable inlays made with less material and recycled content, improved read performance in challenging environments, and designs tailored to emerging categories such as food, pharmaceuticals, and reusable packaging.
Access to the new ADX hub is available by appointment for customers, partners, and industry stakeholders interested in exploring RFID and digital ID applications. Visits can be arranged via Avery Dennison representatives.
