Tradeshow graphics have been confined to the realm of two-dimensional shapes and sizes since the first expositions began in the 1800s. In the last two months, however, all that has changed.
3DPhotoWorks recently debuted a process that turns any two-dimensional photograph into a three-dimensional piece of artwork. The company has moved the process through research, development and testing in less than two years.
“The technology we have developed goes well beyond the traditional imaging consumers are familiar with, making it unlike any other print product on the market,” said Dominick Insana, vice president of national sales for 3DPhotoWorks. “For industries where branding or messaging can get lost in a sea of competitors, our unique images cause double-takes and give businesses that extra critical moment to grab consumer attention.”
The method 3DPhotoWorks has created for this transition is a multi-step process. First, any high-resolution digital image that a client has on file is converted into a three-dimensional image by the technicians at 3DPhotoworks.
After the conversion, the new image is sculpted out of a high-density eurathane material, similar to Styrofoam, but much more durable. Finally, the artwork is printed with ultra violet ink and laminated to lock in the color.
The resulting graphic has a three-dimensional depth, or relief, that can be as deep as 1.75 inches, which means different areas of the original photograph can stick out almost two inches higher than others.
“Getting a couple levels of depth is key to emphasizing the main aspect of any image,” said Insana. “The beauty of the technology is that we have the flexibility to raise whatever aspect of the photograph the clients wants to emphasize the most. If you have a certain message that you want to stick out, our 3D Photographic Printing is going to give you the best product.”
Client participation is also a major element to the success of this new technology.
“The clients who tell us what points they want to have emphasized from the original photograph are going to get the best final product,” said Insana. “The reason is that we are basically sculpting the photo into a three-dimensional space.”
3DPhotoWorks is targeting specific markets, such as tradeshow, retail environments and point-of-purchase displays, with its new product, but Insana sees a number of other arenas where the graphics would serve as an eye-catching display.
“Display markets such as action shots in themed areas like movie theatres and amusements parks are other markets we will target,” he said. “Signage and art for corporate headquarters could also be a use for these graphics.”
According to Insana, the 3DPhotoWorks’ technology also creates a graphic that encourages the consumer to touch the product and feel the three-dimensional surface. For consumers high on the “desire to touch” scale, he said this is especially important in the decision making process.
The full-color, three-dimensional displays can be up to 4 feet by 8 feet, but Insana doesn’t advise clients to go any smaller than 60 inches by 20 inches because the product just won’t have the same impact.
For outdoor use, the product has been under beta testing for the last year. According to Insana, preliminary results have been great for durability and flammability. 3DPhotoWorks’ UV curable inks, when clear coated with UV protection, have an anticipated lifespan of 5-7 years depending on the installation.
For indoor use, the product is already attracting the eyes of wandering consumers. 3DPhotoWorks’ 3D Photographic Prints was recently voted “Best of GlobalShop” in the New Product Category.
“We saw thousand of retailers, designers, marketers and industry suppliers gather at this year’s GlobalShop, which had over 180,000 square feet of exhibitor space packed with the latest retail solutions,” said Tim Fearney, GlobalShop show director. “There were many qualified companies showcasing their products and attendees had a difficult choice in narrowing down the field to a single Best of GlobalShop winner. 3DPhotoWorks’ product certainly drew positive attention from show attendees and we congratulate them on their win.”
Introduced to the public for the first time at GlobalShop, these three-dimensional displays did exactly what they were supposed to do: stand out.
“We were showcased along with many other creative new products, which made winning Best of GlobalShop quite the accomplishment,” said Insana. “We hold this recognition high and know our customers will be pleased with the product we are able to deliver them.”
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