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.