Canon Inspires Creative Professionals to ‘Unleash Print’ at Pure Digital 2018

At Pure Digital 2018 (Amsterdam, The Netherlands, 17-19 April), Canon Europe will explore the vital role played by digital print in bringing design to life and helping creative professionals fulfil the potential of their work.

Interior décor brand Dusty uses digital print technology from Canon to customise wallpaper designs on-demand

Conceptual Elemental beauty brand imagery from professional photographer and Canon Ambassador Clive Booth

As an exhibitor and headline conference partner, Canon will share its own insights and those of two European customers over the course of three presentations, one on each day of the event.

Mathew Faulkner, Canon Europe’s Senior Manager for Applications Development in Graphics and Communications, will be joined by UK-based professional photographer Clive Booth and Norwegian interior architect Maria Horgen to share their individual perspectives on how digital print enhances their creativity and gives them new commercial outlets for their work.

On Day 1 of the event (17.04.18), within a programme focused on the theme of Design & Creation, Canon Ambassador Clive Booth will showcase his work as a photographer and filmmaker, demonstrating how he has taken advantage of digital wide format print to extend the scope of his work and bring his images to wider audiences. He will present the case study of ‘The Ileachs Project’, a documentary captured through the medium of film and photography about life on the Scottish island of Islay, and how print added value to this project. The story is told through dramatic imagery of the work of lifeboat and air rescue services, as well as touching portraits of the islanders. Clive has recently been involved in a number of creative projects, including advertising campaigns, commercials and short films for House of Holland, George Michael, Canon Europe, Asus, Intel, House of Amouage, H&M, Ernst & Young, Fiat, Shu Uemura and L’Oreal. His clients include Hackett London, Louis Vuitton, Moet & Chandon, Silhouette Eyewear and MAC Cosmetics.

Visitors to the Pure Digital event will also have the chance to see Clive’s work for Canon in the launch campaign photography for the conceptual ‘Elemental’ beauty brand, devised by Canon to showcase the impact and effectiveness of print in a multichannel marketing mix. The campaign features stunning images captured by Clive to represent the four elements, earth, air, fire and water, across a range of executions from promotional communications and out-of-home advertising, to instore signage and point-of-sale promotion, as well as retail décor. On the Canon stand at Pure Digital (#12.103), application specialists will inspire visitors with the possibilities of digital print by guiding them through a ‘home-street-store’ walk-through of the Elemental campaign, illustrating the role of printed promotional graphics and digitally printed décor in the extended customer journey.

On Day 2 (18.04.18), Maria Horgen will contribute to the programme on Interior Décor & Brand Experience. Maria is an interior architect and the co-founder of ‘Dusty’, a new interior décor business launched at Oslo Design Fair in January 2018 in partnership with specialist interiors photographer and trend expert Jorunn Tharaldsen. ‘Dusty’ uses Canon wide format printing technology to reproduce original patterns from Art Nouveau wallpapers found in Norwegian heritage buildings, photographed using a Canon 5D MKIV DSLR camera and digitally enhanced and restored for modern-day interiors. These images were collated into a book called ‘Dusty’, co-authored by Horgen and Tharaldsen to catalogue the interiors and their colour palettes. The Dusty product portfolio incorporates digitally printed wallpapers which can be customised to the customer’s colour palette, as well as other interior design elements such as glass, furniture, wooden panelling and acoustic panels. Canon introduced Maria to Oslo-based print service provider and interior décor applications expert Pulp Grafisk AS, who have the digital printing capability to print the Dusty designs on demand.

Maria will be available throughout the event at the Canon stand, to talk to visitors about her new business venture and experience as an interior architect. Pulp Grafisk managing director Terje Gulbrandsen and senior project manager Anette Bjornstad will also be at the event to inspire other PSPs and give practical advice on how visitors can diversify their product portfolio with décor applications. In addition to printing the Dusty products, Pulp Grafisk is also providing marketing material and packaging to support the sales of the new décor brand.

On the final day of the event (19.04.18), Canon’s Mathew Faulkner will explore the unique creative, commercial and technical advantages of digital print in enabling personalised and customised design, sharing a portfolio of inspiring examples from a range of Canon customers active in interior décor, fine art and photography. With experience working in creative, print production and marketing roles, Mathew will demonstrate the value of print in today’s digital world and how it can help to ignite brand creativity.

Mathew comments: “At Canon, we believe passionately that print has unique potential to unleash the full impact of creative ideas. That can mean bringing striking photographic images or fine art to life in a physical form, realising powerful marketing campaign concepts across multiple channels from home to outdoor to store, creating personalised packaging that delivers a memorable unboxing experience, or transforming interior spaces with customised digitally printed wall coverings, flooring, window graphics and surface décor.”

“Pure Digital promises to bring the print and creative communities together to help creatives understand the full scope of digital print today, and we’re delighted to have the opportunity to share some inspirational Canon customer stories and highlight the spectrum of possibilities with print.”

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