Emporio Armani's Ad Takes the Form of a Dynamic 3D Installation
Laura McQuarrie — February 27, 2019 — Marketing
References: armani & 3dprintingmedia.network
As colorful and oversized as they may be, it can still be easy to overlook outdoor buildings simply because they are so prevalent—but Emporio Armani created a dynamic fashion billboard that integrates artful elements thanks to 3D printing.
A large portion of the billboard seems to resemble a conventional fashion ad, with a model set against a bold background climbing a staircase, yet a sense of depth is created by making it look as though the model is stepping out from beyond the confines of the billboard poster. The 3D-printed pieces of the billboard include a shoe and a partial leg, making passersby do a double-take against the other illusory elements of the fashion billboard, such as the shadowy stairs.
For the project, Emporio Armani worked with Italian industrial photography studio Colorzenith and a large-format Massivit 3D printer.
A large portion of the billboard seems to resemble a conventional fashion ad, with a model set against a bold background climbing a staircase, yet a sense of depth is created by making it look as though the model is stepping out from beyond the confines of the billboard poster. The 3D-printed pieces of the billboard include a shoe and a partial leg, making passersby do a double-take against the other illusory elements of the fashion billboard, such as the shadowy stairs.
For the project, Emporio Armani worked with Italian industrial photography studio Colorzenith and a large-format Massivit 3D printer.
Trend Themes
1. Immersive Advertising - Using 3D printing to create dynamic fashion billboards that integrate artful elements, such as depth and illusions, to capture attention and engage viewers in a more immersive advertising experience.
2. Personalized Out-of-home Marketing - Harnessing the power of 3D printing in fashion billboards to customize and tailor advertisements based on location, demographic, or individual preferences, offering a more targeted and engaging marketing approach.
3. Artistic Integration - Leveraging 3D printing technology to seamlessly blend art and fashion in billboard advertisements, creating visually captivating installations that blur the line between advertising and art.
Industry Implications
1. Fashion Retail - Fashion brands can utilize 3D printing in billboards to showcase their products in innovative ways, merging fashion and advertising to enhance brand visibility and customer engagement.
2. Advertising and Marketing - The advertising and marketing industry can explore 3D printing technology to create eye-catching and interactive billboards that captivate viewers' attention and generate memorable brand experiences.
3. Industrial Printing - The industrial printing sector can embrace the opportunities of 3D printing in billboard production, providing advanced printing solutions tailored to the needs of the advertising industry for creating visually impactful installations.
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