HP Graphics Solutions Business
To celebrate Wallpaper* magazine’s 20th anniversary, the publication decided to launch a groundbreaking digital poster campaign. Leveraging HP SmartStream Mosaic technology, Wallpaper* created 220,000 one-of-a-kind posters based on 12 original source designs from esteemed studio Spin that reached 93 countries worldwide.
Tony Brook, a graphic designer renowned for 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. They were 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.
Brook and his team developed the 12 original source designs of varying patterns, colors and shapes, enabling each set of prints 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 software enables designers to create a rich “visual language” portraying a brand’s identity, whilst the superior print quality enables the designs to be translated perfectly onto paper.
Wallpaper* Creative Director Sarah Douglas credited HP SmartStream Mosaic technology with fulfilling designers’ dreams to be able to create original artwork on this scale. She also noted that this project has inspired the team to totally rethink their attitude and approach to print technology and the printing process.
According to François Martin, Global Head of Marketing, Graphics Solutions Business, HP Inc., this 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, personalized 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.”