If you want to influence creatives you’ve got to get into their space. So will you be exhibiting at events like 100% Design?
At Image Reports’ recent ‘Think Bigger’ Round Table (p16) the participating creatives (debating with PSPs how we can better work together to grow the reach of inkjet large-format) all expressed the view that design-based shows are the best melting pots for ideas and inspiration. One in particular was singled out, 100% Design. So are you going – not just visiting, but exhibiting? Should you be? Should you perhaps even be going so far as to speak at one of its ‘Talks with 100% Design’?
Now well into the second year of its ‘Think Bigger’ campaign, Image Reports has spoken with many designers about their working habits and creative strategies, and about how the large-format sector can impress upon them the huge scope of the physical output it can deliver, and the value of building truly collaborative partnerships with PSPs. In the discussions what has become clear is that most creatives do not wish to, or intend to, attend seminars and designer targeted events running besides print trade shows. But they do obviously attend shows within their own spheres, and would be interested in seeing novel examples of wide-format printed applications therein. Good to know – but where’s the action?
A visit to 100% Design last year threw up a tiny amount of involvement by this sector. There were a couple of UK ‘print’ companies, Signbox and The Printed Wallpaper Company namely, and a smattering of suppliers like Canon, Soyang, Landor. According to the exhibitor listing even fewer will have their own stands this year at a show that attracts architects, specifiers and designers from across the globe.
Thinking that maybe PSPs are involved, but in a less obvious way – perhaps via partnership working with one of the other listed exhibitors to produce applications being shown – the question was put to the organiser to investigate. You can guess the answer. Of course organisers can’t be expected to dig too far into the detail of what exhibitors will be doing at their events, so it may be that there are co-operative projects running under the radar. But as a sector, shouldn’t we be clearly on it?
There are plenty of designers out there that still don’t know anything like all that can be achieved with inkjet large-format printers. Shows like 100% Design provide a rich visual palette that we can use to our advantage. For instance, this event is divided into sections where large-format applications could be so well presented: interiors, workplace, kitchens and bathrooms, design and build. Then there’s a product gallery and ‘Emerging Brands’ and ‘Ones to Watch’. As organiser Will Knight says: “The design world feeds across different sectors and print and image are used extensively in the interiors sector and is a significant area of commercial interest in the commercial / workplace sector. As the UK's leading commercial design event the ideas, innovation and application showcased here influence or are repeated throughout the industry.”
No doubt the cost of exhibiting at shows like this, and the often long payback window from such investment, is what puts PSPs off. And then there’s the cost and difficulties associated with showing novel and cutting edge applications – often developed with clients that don’t necessarily want others jumping on their bandwagon. There are certainly sticking points for PSPs considering exhibiting, but it’s how we’re being told we’ll best get our capability in front of those we want to buy into it. So, a sector sponsored showcase pavilion perhaps?
And what about making more noise on the seminar circuit? It’s too late to get involved now with the 2015 ‘Talks with 100% Design’, the theme of which this year is the power of colour, but there are other design focused shows ...