“Once upon a time, there was a jolly bunch of industrious advertising technicians who set out to find inspiration ... .” From 18 to 20 October, it’ll be viscom 2017 – not Hans Christian Andersen – which will send its trade visitors on a magical journey of inspiration. With the help of students from the University of Wuppertal, viscom world of inspiration, traditionally a visitor highlight at the trade fair, will be turned into the magnificent entryway to the exhibition area in a project titled “The Emperor’s New Signmaking”. Visitors are encouraged to take a look beyond their own area of expertise and find suggestions that work for them.
Collaborating with several viscom exhibitors, twelve students are using the latest advertising technologies to transform the world of inspiration into an enchanted landscape. Located right at the East Entrance, an imperial palace, a marvellous garden and a royal maze will serve to demonstrate various applications from the world of visual communication – sometimes even live.
Interior design at the “Imperial Palace”
The latest interior design trends will be on display at the “Imperial Palace” (Stand A08), the first stop of the fairy-tale journey in Hall 14. ComPlott Papier Union is providing the interior decorations, literally putting the potential of floor graphics at visitors’ feet. A high-quality printed PVC floor will transform the plain exhibition hall floors into parquet flooring and marble. ComPlott will utilise the walls to show off the possibilities of customisable wallpaper printing. In addition, the company will take up the current trend of furniture foil wrapping. Expertly affixed foils endow simple store-bought pieces of furniture with a majestic new look.
The advertising technology mix at the “Imperial Garden”
The “Imperial Garden” (Stand A09) beckons visitors to stroll about and interact. Even the signage is designed to present advertising technology from its most noble side. Golden stainless-steel letters, produced by Signnovation, call upon visitors to enter. Anyone who’s ever wanted to take a seat on the emperor’s throne can do so at viscom and directly share a selfie online using #viscomkaiser. Canon will present three visually attractive flower beds consisting of lenticular sheets, printed Plexiglas plates and printed folding boxes by Erpa. Garden visitors will experience 360-degree effects on a holographic display by Consystec. In addition, Flyeralarm will showcase digital signage as an integrated solution across different screens. Hardware, software and even content are all included. In a formidable live experience at the “Imperial Garden”, Avery will foil-wrap two suits of armour onsite, turning this symbol of the Middle Ages into a modern eye-catcher. Printed carpets by Teppich-Printer by Photofabrics will connect the various stations at the “Imperial Garden”. Thanks to a resolution of 400 dpi, the resulting image upon which visitors are moving about appears deceptively real.
Open your eyes in the “Imperial Maze”
The third stop for advertising technology inspiration is the “Imperial Maze” at Stand A02. Among other things, displays here include PIXLIP GO by PIXLIP, the mobile presentation system made of plastic with integrated lighting. Avery will be in charge of designing some of the maze’s walls elements using special facade foil, which can be applied to a wide range of substrates. Consystec will also contribute to the design of the walls, letting visitors watch live as the “wall pen” prints on the wall. Teppich-Printer by Photofabrics will take care of the floor design in this area, as well, laying a printed carpet that will complete the illusion of a maze. Of course a maze wouldn’t be a maze if the goal wasn’t to look for something. In this case, though, the hard-to-find object isn’t the exit but letters hidden in the area. Visitors who can figure out the solution will be entered to win a €500 Amazon gift card.
Making-of as part of the lecture programme
Exciting background knowledge about the viscom world of information will be shared at the Speakers Corner lecture programme in Hall 14, Stand A52. ComPlott Papier Union, an exhibitor in this area, will present a lecture about “A huge variety of materials and unlimited possibilities from the standard product to special uses” at 12:30 pm on 20 October, the trade fair’s Friday. Participants will find out which innovative print media and materials were deployed in the conversion of the entrance area.
Right after, communication designer Dirk Longjaloux will give interested visitors a glimpse behind the scenes. A lecturer at the University of Wuppertal, he’s served as an advisor to the twelve students transforming the viscom world of inspiration. His report of the journey from the initial idea to the completion of the area will start at 12:50 pm. Afterwards, interested participants can join the expert on an insightful guided tour of the world of inspiration.
