Inkjet & Digital Printing
HP and Arjowiggins Bring Mass Customized Design to FIAC with 10,000 One-of-a-Kind Bookmarks Reinventing Possibilities
Tuesday 25. October 2016 - HP Inc. today announced that Arjowiggins Creative Papers has employed HP Indigo digital printing to produce 10,000 bookmarks, each with an entirely unique design, for the FIAC Interntational Contemporary Art Fair opening in Paris today.
Conceived by multi-award-winning design agency Jäger & Jäger and produced on an HP Indigo 7800 by two-time HP Inkspiration Award winner, Serafí Indústria Gràfica Publicitària, each FIAC bookmark is customised using HP SmartStream Mosaic technology to create a design like no other. For a varied tactile experience Arjowiggins selected nine different digital papers, specially developed for use with HP Indigo presses, and three fold variations, to further individualise each bookmark.
“Arjowiggins collaborates with leading design agencies and printers every year to create a bookmark for inclusion in the FIAC exhibition catalogue,” explains Jerome Noyelle, Arjowiggins Brand Manager. “The brief for the agency has always been entirely open, allowing complete creative freedom. This year we had just one requirement – to use HP SmartStream Mosaic.”
Aspiring to reflect the individuality and exclusivity of the artworks on display at FIAC, Noyelle specificied HP SmartStream Mosaic “to inspire the designer, showcase the latest graphic arts trends, provide an original experience for the recipient, and of course, demonstrate the qualities of Arjowiggins creative digital papers.”
Jäger & Jäger took the brief and created an A0-sized master artwork, comprising a collection of 40 primary sheets; all based broadly on the theme book, but individually focused on specific subjects such as halftone dots, epic poetry, anatomy of letters or languages.
“The concept was to immerse into a book” says Regina Jäger, founder of Jäger & Jäger. “To recreate the commitment, the absorption, of readers who dedicate time to a topic or an artwork. HP Mosaic provides a perfect metaphor for this, submerging the viewer into the design or artwork, taking fragments and creating a unique experience.”
HP SmartStream Mosaic generates large-scale design variations by randomly transforming a master artwork file – rotating, transposing, interchanging colours and amplifying the design anywhere from 1000 to 3000 percent. Jaume Gazquez from Serafi comments, “Jobs such as this perfectly demonstrate the beauty of digital printing; what appears to be complex: three folds, nine substrates, 10,000 design variations, is just one job on the HP Indigo Press, not complicated at all.”
Noyelle adds, “Marketing is becoming more and more like art. Consumers want the human touch, and design customisation through HP Mosaic and HP Indigo delivers that.”
Hadar Peled Vaissman, Creative Manager, HP Indigo Division, engaged on the project, concludes, “HP SmartStream Mosaic is an extremely powerful tool. This project is a fantastic demonstration of how HP Graphics Solutions Technologies can reinvent possibilities. The outstanding creativity and quality from industry leaders such as Arjowiggins, Jäger & Jäger and Serafi delivered an amazing, and never-done-before, customer experience.”