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HP Stitch

Dye-SubPrintingReinvented

HP is a brand that has been pioneering technological developments ever since its creation. Exploring today's technology for tomorrow's possibilities, as the HP logo says wherever you see it. One of its latest products, the HP Stitch, reinvents the world of dye-sub printing and was revealed at the ITMA 2019 (International Exhibition of Textile Machinery) in Barcelona.

ClientHP
Date2019
HP Stitch. Dye-Sub Printing Reinvented.
The challenge

Create a stand for the ITMA that would fulfil two key functions at the same time

To fully explain the HP Stitch and to provide a spectacular exhibition space for the product.

In other words, we had to showcase the entire HP Stitch portfolio and its unique selling points by target segment (sportswear, fashion, household and soft signage) and create buzz at the show to make the HP booth a must-see.
Solution

Reinvent the world of trade show stands and exhibition points

If HP is reinventing dye-sub printing for textiles with the HP Stitch, we decided to follow suit and reinvent the world of trade show stands and exhibition points with our proposal. We chose to divide HP's space at the Fira de Barcelona into several zones.
The epicentre of this space was formed by four areas designed to show the four textile segments of the HP Stitch portfolio: sportswear, fashion, household textiles and soft signage. Adjacent zones were built around these four areas: a VIP area to receive potential clients; a small forum with seating where attendees could watch projections and product demos; a bar space; and, finally, a reception area to welcome visitors and introduce the features of the stand.

All these functional plots had a common conceptual and visual denominator that provided unity to the overall space. This concept was based on the essence of the product we were presenting.
HP Stitch. Dye-Sub Printing Reinvented.
The HP Stitch guarantees the fastest colour matching thanks to the state-of-the-art technology standards that HP works with.
HP Stitch. Dye-Sub Printing Reinvented.
Colour and technology. That's where we found our starting point and then used it to create buzz. So, we decided to bend the rules and we created a black space that stood out among the many white, clinical, impersonal and nondescript spaces at the show. Yes, black.
HP Stitch. Dye-Sub Printing Reinvented.
This black space was dotted with colours and light
The colours were on the garments and fabrics that we used to show what the HP Stitch printer can do. Different items of clothing, giant textiles, household textiles, and sports equipment of all kinds, which we conceived, designed and produced ourselves with HP technology.
HP Stitch. Dye-Sub Printing Reinvented.
HP Stitch. Dye-Sub Printing Reinvented.
HP Stitch. Dye-Sub Printing Reinvented.
And light was how we gave the most technological profile to the space: we decided that the garments shouldn't be hung on a clothes rack, but displayed with a neon frame that highlighted them and turned them into works of art.
HP Stitch. Dye-Sub Printing Reinvented.
Covering this space, an installation built from air-driven textiles that created several fans was used to mark out a vibrant and ethereal route around the HP space for visitors.
HP Stitch. Dye-Sub Printing Reinvented.

The results

Of all these elements, it was clearly not a stand or a set of display units. The result of our work was the creation of a true boutique, the definition of a visual and conceptual language for the HP Stitch and the design and implementation of an almost magical experience for every visitor.
HP Stitch. Dye-Sub Printing Reinvented.