After our super successful Exhibition and Conference – InPrint in Munich - which toook place last week, we are back thinking about our Pure Digital event in Amsterdam 2018. And we know that the interest in the show is growing!
Francois Martin led HP’s Global Marketing for their GSB Business during a revolutionary time when the industry was in a state of rapid change. During the 2000’s, when I joined the print industry (2006), HP’s acquisitive and technological innovation led the way for much of the change for the graphics industry. It was during my time as FESPA’s marketing director that I got to know him and come to admire his energetic and enthusiastic commitment to inspiring printers to adopt digital printing technology.
Dr. Max Mckeown has written a number of books based on change, development and leadership including Unshrink, Adaptation, The Strategy Book, The Innovation Book and most recently, Now. I had a fascinating chat with him about his view of leadership, change, and innovation.
On 8th November we again ran a development group for Pure Digital to co-create and collaborate to ensure we make the event as successful as possible. Again, around 25 top digital print companies, manufacturers and press attended.
Following on from the 5th October meeting, the focus for this meeting centred on ‘What Creatives Want from Digital Print’. Many from the last meeting felt that with the event being different to regular print shows – the experience for the event would need to be different.
Jill Geens, attended and contributed to meeting regarding creatives. With a background in design as well as print, Jill recently wrote a blog ‘Mind the Gap’ which talks about the divide between the print and creative industries. Jill expressed that the designer wants to make a difference with their design so that the printing must be an integral part of the creative process. When it is so it tends to be much more powerful and the same is true of commercial printing, packaging or indeed wide format or decor.
Heidi Jane Fowler from Sihl, concurred that creatives are looking for opportunities. The way that we, therefore, must exhibit must be thought through into the mind of the creative. In addition to this, Heidi expressed that trying to communicate in this kind of way is virtually pointless when exhibiting at traditional print or graphic shows as generally speaking print companies don’t always find it easy to adopt new things and opportunities such as décor. And that a new show format such as Pure Digital is required.
The group agreed that generally, the print industry must become better at expressing its core value with the output as failure to do so which result in ever decreasing margins.
The meeting was also treated to an interesting and inspiring presentation from Juriaan van Beelen from Nettl who will be showcasing their experiential approach at Pure Digital in Amsterdam. Nettl really turns the traditional print model on its head and places client needs at its core and very much is in tune with the Pure Digital philosophy of doing things differently.
Frank from Biljdesign agreed that most certainly a traditional show model with print machinery and graphics being placed onto the floor of the show was no longer required but that a client-centric and application focused delivery of exhibition booths was more appropriate.
Crucially, Pure Digital will need to be different and the live event must align with the core mission to inspire the creative industry with the innovative potential of digital printing.
In the period between the October Development Group Meeting and the meeting of 8th November, the Pure Digital team conducted research with over 100 respondents into the creative industry and digital printing. Without question, the findings underlined the need for a show such as Pure Digital. The lack of knowledge and contact with the creative industry by the print industry is seen as the number 1 problem for the growth of digital printing. Additionally, collaboration is seen as the best way forward to re-engineer a culture where print is part of the strategic creative process as opposed to a kind of tactical decision made at the end of the creative process. If you are interested in a copy of this report then do sign up to the blog updates as all on our list will be emailed once it is available.
Rachel Nunziata has been involved in the development of digital decor from the start of the revolution for using digital print technology as a method for interior and in-store design. In this blog, I ask her views on the development of this fast moving and visually expressive sector, and what she thinks is shaping the future of digital decor.
There are a lot of gaps: the one between generations, between man and woman,
between companies and their clients, … I am referring to the gap between
printers and designers. Strange when you come to think of it because there are so
many opportunities out there to reinforce one another which is what we both need in
these challenging times.
This is the full version that was missing from Friday's broadcast.
From our Pure Digital and InPrint research and many discussions, it is clear that there is a wall of fear that exists within traditional industry which is slowing progress for digital print of all types. And this is mostly built out of misunderstanding and misinformation. This article looks at the introduction of digital printing and why fear rather than keeping us safe restricts growth and most importantly successful evolution.
Association Support for Pure Digital Grows for the Pure Digital Show with the news that ZSO, one of the leading printing associations in the Netherlands, has confirmed they will support the inaugural event designed to bridge the divide between the printing and the creative industries.
Robin Sprong is widely regarded as one of the pioneers of digital wallcoverings and owns a business based in Cape Town which trades globally. Robin describes himself and business as a specialist in 'surface design' and his energy and enthusiasm are infectious. We talked about business, design and print and discovered the secret of this businesses success.
I was recently fortunate enough to visit Van Straaten located close to Amsterdam. The place is an inspirational showcase of what is possible with digital printing and I just had to share this photo of an amazing print. The vividness of the fountain water, in particular, gives the impression of it being real when in fact it is a still print.
Just an example of what is possible with digital printing when it is allied with clever photography, design, vision and of course digital print.
I just think this demonstrates the power of digital printing in all its glory.
On 5th October we ran another Pure Digital Development Summit in Amsterdam with a high-level group of senior digital print professionals, manufacturers, printers, and designers above the rooftops at the cool Glasshouse in Amsterdam.
For our sister show, InPrint, last year I spoke with Bangkok based business Bodhi Tree which is run by Cholakarn Visutipitakul. The business is an innovative and specialised company that can provide digital wallcoverings for consumers and commercial customers. We talked about how the business began, what the creative possibilities are and what future potential is.