Business - Applications

Challenge: To print pictures to decorate a hospital, while providing an improved patient experience and ensuring a safe environment for employees and patients.

Solution: HP Designjet L65500 Printer and HP Latex technology

Results: Odourless and environmentally responsible printing

Since September 2009, Deauville Hospital has provided employees and patients with the chance to see beyond its simple doors and corridors, by installing large format, decorative graphics that replicate the outside world.

Tanguy de la Bourdonnaye, director of the hospital, worked with architect, Marc Jitiaux, and photographer, Bruno Macé, to create a ‘care' space decorated with images from local land- and townscapes, turning the Deauville Hospital area into a relaxing, attractive environment for both patients and staff.

The team decided to produce the graphics around the concept ‘Inside, Outside', using different colours, materials and supports. In the corridors, the wallpapers imitate grass, sand or rocks giving the impression of walking in a garden or near the sea, while the colourful designs marks on the floors have replaced the old-fashion signage.

The photographer, Bruno Macé, added his personal touch to this project by breaking some of the traditional decoration rules for hospitals. Based on the ‘Inside, Outside' concept, Bruno Macé used a series of pictures he took in the area of Deauville to create trompe l'oeil in waiting rooms and bedrooms. Thus, from their room, patients can look at picturesque houses in Brittany or colourful landscapes, as if they were looking outside.

 

Use of digitally printed wide format graphics in hospitals and other enclosed spaces has not been possible before because of VOCs found in inks. However, HP Latex Inks eliminate the problem and wide format graphics printed uses these inks can be used in indoor environments, including restaurants, food stores and, now, even hospitals. From his previous successful experiences with HP printers, Bruno Macé suggested to print the pictures using the HP Designjet L65500 Printer with HP Latex Ink technology, specially designed for printing with the environment in mind.

"When Bruno presented us with the opportunity to print the graphics on the HP Designjet L65500 Printer using odourless inks, we immediately said ‘yes' knowing this environmentally responsible solution would meet our safety requirements" said Tanguy de la Bourdonnaye.  "Our story is a good example of why it is so important to choose the right printer, even if fine art printing isn't your core business. HP Latex technology provides a key benefit for businesses looking to produce prints for public places, where odours and VOCs are a cause for concern."

Samsung Electronics Co., Ltd, a world-leading innovator and manufacturer of professional display products, announced at the launch of its latest Large Format Displays (LFD) that it has seen a 200 percent growth in LFD's in the Middle East for 2009. Samsung unveiled its latest innovative Professional Solutions for Digital Signage yesterday at The Address Hotel in Dubai in front of Samsung customers and partners, including its 65 inch interactive education board.

"With dwindling attention spans and declining sensitivity toward mass advertisements, the effectiveness of traditional mass media as an advertising medium has been steadily on the wane over the years," said Madhav Narayan, General Manager, IT Division, Samsung Gulf Electronics. "Customers today look for increased interactivity and personalised communication channels. Recognising this, marketers are increasingly directing their advertising dollars toward mediums such as the Internet, e-mail, and digital signage, wherein groups are more easily targeted."

"In 2009 we have seen exceptional growth in the professional display segment, with over 200 percent growth for the Middle East region," said Narayan. "We completed a number of installations of professional solutions for digital sigange for various businesses and organisations in the region, including Sharjah Airport, Reel Cinemas and many other outlets across the UAE. Keeping in line with Samsung's vision of "Leading the Digital Convergence Revolution", we are constantly striving to deliver reliable, high performance solutions that serve the growing outdoor signage market, and continue to push the envelope in delivering reliable, high-performing solutions that serve the rigorous requirements of the digital signage media."

New products launched included the Samsung E-board, a 65 inch optical type touch screen display that can be used for interactive learning and classroom management, and 2010 line up will include a 52 inch non glasses type 3D display and the first professional display using LED technology.

GMG Americas, the US office of Germany-based GMG, developer and supplier of high-end color management and proofing solutions, is pleased to announce that the winners of the Fernando Pini Award in Brazil for the two categories of ISO compliance were both GMG customers. Winning an award for compliance with ISO Standard 12647-7 (proof/print match) was ColorPixel, demonstrating the proof that best matches a standard press condition. Receiving an award for compliance with the ISO Standard 12647-2, demonstrating the best compliance with the offset print parameters defined by this norm from its press sheet, was Log& Print Gráfica e Logística S.A. (Log&Print) for Publisher Rick Dan Ltda. In fact, from among the many entries, all but one of the ten award finalists were GMG customers, including Log&Print and ColorPixel, as well as Rona Editora Ltda, Stilgraf Artes Gráficas e Editora Ltda, Image Networks, and Arizona.

Created in 1991, the Fernando Pini Brazilian Award for Graphic Excellence, the Brazilian printing industry’s oldest and largest graphic arts competition, promotes excellence in print communications and recognizes companies and individuals who produce the best in print media. It is considered the most noteworthy award in the graphic arts industry throughout Latin America. This year, 2,500 guests attended the ceremonies, which featured 1,331 works submitted in 60 categories.  The award is sponsored by Abigraf (the Brazilian Graphic Industries Association) and ABTG (the Brazilian Graphic Technology Association).

This year was the first time the ‘ISO 12647-7 Proof Systems’ category was established. ColorPixel produced its winning proof with GMG ColorProof, GMG paper, and an Epson 4880 printer. Based in Rio de Janeiro, ColorPixel (http://www.colorpixel.com.br) offers color management and image processing, ranging from scanning, to calibration of equipment, to the printing of pictures on high quality papers. With experience in art reproduction printers and color management, ColorPixel consulting offers high quality printing using inkjet technology.

ColorPixel’s proof recorded the smallest average variation measured from the Fogra test chart on a digital proofing system. “Our customers have always been very pleased with the proofs we deliver for them, as well as our GMG ColorProof solutions,” remarks Lorenzo Ridolfi, ColorPixel director. “We are grateful that we received tremendous assistance from the GMG Americas team and Technical Services group, including Chris Schowalter, Victor Asseiceiro and Paulo Monteiro.”

The ISO 12647-2 Proof Systems’ award was presented to Log&Print (http://www.logprint.com.br). Founded in 1992 and located in Vinhedo, near São Paulo’s interior, Log&Print—formerly known as Globo Cochrane, and printers for one of the biggest magazine publishers in Brazil, Globo Editora—operates a printing complex that is one of Latin America’s largest and most modern structures. The company is very active as a member of the ABTG committees studying Color  Management.

The challenge of this award was that entries had to demonstrate consistency between a proof and a test swatch printed on a press sheet. There are many variables that can limit the minimum average ∆E. “Looking for constant improvement in print quality, in 2008 we installed a reliable color management system and implemented a standards-based print condition project. The primary objective of these projects was to deliver a unified, reliable and stable print standard in all Log&Print print facilities. These projects implemented ISO norms 12647-2, 12647-7 and 3664. The implementation followed ECI specifications and PSO graphic control system specifications,“ explains Alan Alves, Log&Print Manager of technology and new product development. “To help with the project, we installed GMG ProofControl to check proofs submitted by external customers. This was followed by GMG PrintControl and GMG RapidCheck, to help with our ISO 12647-2 implementation and with print verification. Finally, we installed GMG Colorserver and GMG InkOptimizer to manage RGB to CMYK conversions and to save ink and help reduce print color fluctuations. The consolidation of all this work culminated in the company’s Fernando Pini award in the ISO 12647-2 best match category. We thank GMG Americas for all their support.”

“We are extremely thrilled that, once again, GMG entries performed exceptionally well in an independent event. We are proud of the achievements of all our customers—award winners and finalists,” comments Paulo Monteiro, Latin American Manager, GMG Americas. “GMG solutions are installed at some of the more successful printers in Brazil. We know that they need to rely on an accurate color management and proofing system, and GMG ColorProof is their system of choice.”

Photojournalist Horst A Friedrichs, who spent more than a decade recording the modern day British Mod community by travelling all over the UK, enlisted the support of Océ for the launch of a new book charting the history.

The award-winning fine art photographer had his works of art brought to life on Brighton seafront for the official launch of “I’m One: 21st Century Mods”, which is a compilation of monochrome and colour photographs, published by Prestel.

Mods, both young and old, were invited to an exhibition on Brighton seafront. Océ’s award-winning Arizona 350GT printed high quality prints of the photographs used for a display to officially launch the book. And then a follow-up event was held at club in London. Friedrich, whose photography has been exhibited internationally, was born in Frankfurt and now lives in London. He said: “Océ’s contribution was fantastic. Many people commented on the stunning quality of the prints taken from the photographs. It really helped bring a lot of colour and interest to the exhibition – book sales are going well.”

Derek Joys, Océ UK Product Manager for the Arizona 350GT, said: “We are delighted that the photographs reproduced on our award-winning Océ Arizona 350GT were so well received. And it’s great to be involved in a book that brings to life visually what people will recall is an important part of our history.”

More details of the book, costing £19.99, from publicity@prestel-uk.co.uk..  Prestel Publishing covers photography, art, architecture, design, cultural history and ethnography.

PSP Network makes it easy for agencies and enterprise marketers to leverage the benefits of digital printing

HP today launched the PSP Network, an on-line service that enables print buyers to find local print service providers (PSPs) to produce applications from business cards, professional photobooks, POP/POS displays, exhibition signage, vehicle graphics, billboards, labels, flexible packaging and more.

Accessible at www.hp.com/go/pspnetwork or via the HP Graphic Arts portal, the directory was developed for advertising and graphic design agencies and enterprise marketing personnel in Europe, the Middle East and Africa (EMEA) to help them find digital printing resources. At present, more than 1400 HP Indigo, HP Designjet and HP Scitex press and printer users producing graphic arts applications are listed.

The user-friendly facility is easily searchable via country and application to be printed. Optionally, cities and post codes may be specified to help the selection process. Users will be shown a list of relevant PSP entries that include the business name, city, post code, services provided and a link to the company’s website.

Agencies, designers and enterprise marketers who have used digital printing are familiar with the advantages of short-run, print on-demand high quality printing. This PSP directory is intended to help those who have either not used digital print, and those who may have only used it for one type of application. The list of fifteen different application types to choose from presents the user with a comprehensive portfolio of digital opportunities.

Extending the reach

Though developed for the EMEA market, other regions, notably North America and Asia-Pacific have begun plans for using the PSP Network. With the globalisation of business, the requirements of international brands and the environmentally positive practice of having products printed near where they will be used, the PSP Network can become a valuable resource for large and small design and marketing agencies and enterprises.

“The launch of the PSP Network is an exciting first step that brings a new dimension of versatility and reliability to print buying,” said François Martin, marketing director, Graphic Solutions Business, EMEA, HP. “Digital printing offers great benefits (on-demand, new substrates, reduced waste) to PSPs and end-users. The challenge is that print buyers often don’t know where to find digital print service providers. The PSP Network is an ideal and accessible solution.”

The spectacular world of James Cameron’s new blockbuster AVATAR has been brought to life on London’s Cromwell Road for a four-week poster campaign.

Stretching 60 metres across and featuring blue halo lighting, sculptured front-lit lettering 2.5 metres tall and a variety of 2D cut-out characters exploding out from the poster, the interlinked billboards are the longest advertising face in the UK.

AVATAR will be released in cinemas nationwide and in Ireland by Twentieth Century Fox on Thursday December 17, 2009.

Chris Green, Marketing Controller at Twentieth Century Fox UK, said: “Avatar will be an epic film on every level and this will be reflected in the advertising. The Cromwell Road special allows us to create a real stand out piece of media that really captures the essence of the movie”.

The outdoor campaign was developed by Twentieth Century Fox with Clear Channel Outdoor’s Create division, creative agency TEA, media agency Vizeum and outdoor specialist Posterscope.

This is the first time in more than a decade that the opportunity to dominate one of London’s most famous outdoor locations has arisen. Located between Heathrow and the West End, this campaign will deliver almost 6 million impacts, according to data from the Department of Transport.

Richard Simkins at Hyperspace, the innovations and special projects division of Posterscope, said: “A movie of this quality and scale deserves advertising that is equally as impressive. We know that out-of-home campaigns of this nature are likely to be more memorable and entertaining for our audience, and think the final execution of this build will not fail to amaze everyone who sees it.”

A live action film with a new generation of special effects, AVATAR takes us to a spectacular world beyond imagination, where a reluctant hero embarks on an epic adventure, ultimately fighting to save the alien world he has learned to call home. James Cameron first conceived the film 15 years ago, when the means to realise his vision did not yet exist. Now, after four years of production, AVATAR, delivers a fully immersive cinematic experience of a new kind, where the revolutionary technology invented to make the film disappears into the emotion of the characters and the sweep of the story.