LONDON, United Kingdom – HP Inc. today announced that it has teamed up with Wallpaper* to celebrate the magazine’s 20-year anniversary, with a ground-breaking campaign that reinvents digital poster production. The project used HP Indigo’s award-winning HP SmartStream Mosaic technology to create 220,000 unique commemorative posters, two of which will be distributed with each issue of the publication this September.
Based on brand new designs from esteemed studio Spin, the customised posters are set to reach 93 countries worldwide. The designs have been produced in collaboration with print and communication specialist, F.E. Burman, at the company’s state-of-the-art production facility in London on an HP Indigo 10000 Digital Press.
“For Wallpaper* magazine’s landmark 20th birthday we wanted to create something special and unique that would impact each of our readers on a personal level,” commented Sarah Douglas, Creative Director, Wallpaper*. “The idea to collaborate with HP for this project came from a brainstorm with F.E. Burman, who has been our printing partner for many years now. As soon as the Burman’s team presented us with the Mosaic concept and its extraordinary possibilities, we connected with it. It’s a designer’s dream to be able to create this many original artworks and to push digital printing as far as we have with HP Mosaic. Working on this project with HP Indigo has been incredibly exciting and has inspired us to totally re-think our attitude and approach to print technology and the printing process.”
Tony Brook, a renowned graphic designer through his work with brands such as Nike, Design Museum, Christie’s, and many more, was asked by Wallpaper* to create the exclusive designs for the project. Brook and his team developed 12 original source designs of varying patterns, colors and shapes, enabling each set of posters to honor Wallpaper*’s legacy of design innovation. “We had to organize two decades’ worth of images and captions to bring together the idea that it was a celebration for the 20 years,” said Brook. “We used HP Mosaic and played with the numbers ‘96’ and ‘16’ as the main features, changing the gradations and colors in the background to keep them moving throughout the project. It was important for us that each poster had its own character, but that overall they hung together.”
As Brook explains, the flexibility of the HP SmartStream Mosaic software enables designers to create a rich “visual language” to portray a brand’s identity, whilst the superior print quality of the HP Indigo 10000 enabled the designs to be translated perfectly on to paper. “What really impressed us was the quality of the print with HP Indigo. It is remarkable how even flat colors are, particularly light tints, and how smooth vignettes are without feeling mechanical.”
According to François Martin, Global Head of Marketing, Graphics Solutions Business, HP Inc., the collaborative project was an ideal platform to demonstrate the power of print: “We’re pleased to have been able to share the capabilities of HP Indigo technology, and to have enabled so many people to own their own exclusive, personalised Tony Brook print. The entire project with Wallpaper* epitomises how print can be continually reinvented to be ever more relevant and exciting, and to create entirely new, unprecedented possibilities.”