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Mohawk Launches Mohawk Live Mobile App (Commentary by Cary Sherburne)

Tuesday, June 25, 2013

Press release from the issuing company

(See below for commentary by Cary Sherburne)

New mobile app utilizes augmented reality technology to enliven print projects 

Cohoes, NY – Mohawk, North America’s largest privately-owned manufacturer of fine papers, envelopes and specialty substrates for commercial and digital printing, announces the launch of Mohawk Live, a new mobile app powered by HP Aurasma augmented reality technology. The app, designed to generate interactive experiences with print, was developed for use on Android and Apple iOS mobile devices. It is available for free download in the App Store and Google Play. 

Mohawk Live incorporates the latest in augmented reality technology. The app was specifically designed to enhance materials printed on Mohawk fine paper, connecting the high-touch medium of paper with the high-tech experience of augmented reality. The app provides seamless integration of print with dynamic, interactive content, transforming a one-dimensional image to a multidimensional experience featuring 3-D images, videos, photos, infographics and animations. 

“As a paper manufacturer, Mohawk is in the business of connecting. We strongly believe that print and technology can enhance each other. Mohawk Live is a natural progression for our business because it provides a unique, multimedia experience that drives consumer interest in materials printed on Mohawk paper, while also generating measurable results for our customers,” says Bart Robinson, Vice President, Marketing, Mohawk. 

Mohawk Live is easy to download and use following these steps:

  1. Download the free app from App Store or Google Play.
  2. Point and hover your mobile device 4-6 inches above an image with a Mohawk Live icon.
  3. Wait for the enhanced content to load. WiFi connections are recommended for faster load times and enhanced quality.
  4. The app will launch enhanced content, seemingly bringing the printed piece to life.

Unlike QR codes, which are also used to enhance content, Mohawk Live does not require the use of a barcode which interrupts the visual flow of design and product packaging.

The introduction of Mohawk Live supports Mohawk’s “What Will You Make Today” campaign, celebrating the heritage of Mohawk paper, the culture of fine craftsmanship, and the intersection of tradition and technology in modern design and printing. 

The first printed piece designed to utilize Mohawk Live is a limited edition journal developed with Massimo Vignelli, and constructed with Mohawk paper. The introductory page of the journal features a quote from Vignelli, enabled with augmented reality technology to connect readers with an animated video featuring Vignelli describing his grid-centric design techniques.

The Mohawk Live app will be utilized across a number of Mohawk products, publications and platforms to deliver enhanced and exclusive content to consumers. 

Commentary from Cary Sherburne

I had an opportunity to preview this exciting mobile app.  It is another demonstration of how augmented reality can be used to make paper interactive, thus increasing the value of printed pieces. I find it interesting that this comes from a paper company.  Mohawk should be congratulated for its forward-thinking approach to the business.  Printers should take a leaf from Mohawk’s swatch books and develop their own augmented reality solutions for their marketing efforts as well as to add value to customer projects—and new, high-margin revenue streams to the bottom line.

 

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