Norwalk, Conn. – Texas-based marketing and design agency Apartment Ideas had just finished purchasing presses and equipment for its new 30,000-square foot production facility and had not anticipated making another major purchase in the near future – until hearing about the Xerox IridesseTM Production Press.

“I really didn’t want to buy another press,” said Scott Espinoza, CEO, Apartment Ideas. “But I immediately saw what I could do with Iridesse and how it would be a big differentiator for us.”

The Iridesse Production Press is the only digital press that can print metallic gold or silver dry ink, CMYK and clear dry ink in a single pass, enabling the creation of iridescent colors and embellishments never seen before in digitally printed pieces.

“What that means for print providers is an immediate ability to easily and cost effectively produce high-value metallic and iridescent applications that their customers want and will pay a premium for,” said Ragni Mehta, vice president and general manager, Cut Sheet Business, Xerox. “Print embellishment is an area that Keypoint Intelligence1 cites as a tremendous growth opportunity for printers to drive more revenue and business growth.”

Apartment Ideas designs and produces marketing collateral for the multi-family apartment industry and its customers want custom marketing materials that are distinctive and appealing.

“I instantly knew that Iridesse was something exciting and different,” said Espinoza. “Iridesse’s one-pass capability will be a significant time saver and efficiency booster for us. Not only will we help our customers’ materials ‘pop,’ we’ll be able to turn around higher value pieces in less time.”

Because time is vital to Apartment Ideas and its customers, 90 percent of their marketing collateral is designed, printed and shipped within a 24-hour time frame.

No Designer, No Problem
Iridesse’s “no designer, no problem” capability allows printers to use a whole new palette of metallic colors they never could before. The press makes it simple to turn CMYK colors to iridescent or add clear, gold or silver to any design.

Apartment Ideas has seen double-digit business growth in the past three years and that growth is projected to increase even more as Iridesse joins two other Xerox presses in the new Apartment Ideas facility: a Xerox iGen® 5 Press with clear dry ink and a Xerox Color 1000i Press.


1 Keypoint Intelligence-InfoTrends, “Beyond CMYK: The Use of Special Effects in Digital Printing,” 2016