Emporio Armani revamps its billboards with wide-format 3D printing

Colorzenith Massivit 1800

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Emporio Armani 3D billboards
Emporio Armani 3D billboards

Armani, a luxury Italian fashion house, has approached Colorzenith Milan, a wide-format printing house, to produce giant dimensional billboards promoting its latest fashion and accessories collection in Milan.

Colorzenith has produced two oversized eagle buckles for advertising on billboards using its Massivit 3D large format printer. The eagles are exact replicas of Armani accessories found on belts in its latest collection. These 3D printed elements bring the garments in the ads to life, highlighting this elegant feature and dramatically increasing the billboards’ effectiveness.

3D printed Amrani eagle

The first billboard features an eagle, 2.1 x 1.2 meters, finished with metallic silver paint, beveled plexiglass and glitter inserts. It was 3D printed in 29 hours. The 3D belt buckle, 1.8 x 1.3 meters, for the second billboard, was finished in chrome silver metallic paint and matt silver. It took 15 hours to print.
“Top brands continue to adopt large format 3D printing in their new launches due to the unquestionable impact of dimensional signage and displays. Armani has the vision to develop new, crowd-stopping campaigns that leverage new technologies and concepts. The ability to implement precise branding, elegance and design combined with the impact of unexpected 3D features has generated a growing trend among brands to adopt large-format 3D printing into their OOH and in-store campaigns,” said Erez Zimerman, chief executive officer of Massivit 3D.

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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