Over the last year, we have been working with the Creative Strategist Silas Amos, to increase collaboration with leading artists using HP’s SmartStream Mosaic software. This new creative tool can take an artist’s original design and digitally morph it into thousands of unique works which are all works of art in their own right and can also be used for retail and digital packaging.
The response from the artistic community has been extremely positive, especially up and coming designers who are quite open to extend their art with advanced digital effects. This growing trend has resulted in an article in Wired Magazine about artists using HP Mosaic as a key example of where fine art meets high tech. While HP Mosaic based campaigns may be familiar to print professionals, it is really refreshing to see a mainstream tech innovation publication share this knowledge with a wider audience.
HP Mosaic is an exciting way in which HP is enabling artists to “Reinvent Art” with new inspiration and potential for designs which were simply not possible before. We are already starting to see some very interesting results from a number of projects we have done with Supermundane, David Shillinglaw and Emily Forgot.
The HP booth at Interpack treated visitors to a special daily happy hour featuring Heineken beer in one of 2,000 unique blue bottles thanks to designer Emily Forgot and HP digital printing technology.
Forgot was tasked with designing 2000 unique Heineken beer bottle labels that showcase HP print technology. While trying to achieve a fun way to communicate the reinvention of packaging, she created a master illustration of a complex pattern studded with surreal visions of print and packages coming to life. The pattern was then run through the HP SmartStream Mosaic software resulting in amazing designs where no two bottles shared the same slice, scale or image angle. The print was also applied to other merchandise, including bags and even nail art, which can be leveraged for future events.
The Silas Amos designed book, A Bigger Spectrum, features a bespoke, one-off art print by Supermundane in each copy. The result is emphasizing the relevance of digital printing due to its agility and versatility. From large brightly coloured type to full-bleed imagery, digital art and brand visualisation, A Bigger Spectrum, printed on HP Indigo at FE Burman in London, explores the use of print across the graphic design industry. A clear reference to its name, the book’s inside cover showcases a full spectrum of colour against a white background, contrasting the matte black front cover.
The ability to produce an endless number of unique designs is just one way that HP is helping reinvent art in the digital age.
Written by Nancy Janes, Global Head of Brand Innovation, HP