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

Colorzenith Massivit 1800

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.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital 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.

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