ArtLab Studios creates a Virtual Experience World for HP at FESPA 2013

Hewlett Packard used FESPA 2013 as an international platform to present its latest  generation of digital printing equipment. The world’s largest trade fair for large-format printing was staged at the Excel Exhibition Centre London and ran from 25 to 29 June 2013.

ArtLab Studios, with its integral booth concept, ensured that the appearance of HP Graphic Solutions Business was a complete success. Already in 2010 and 2011, ArtLab Studios had realized the trade fair stand of the IT company at the FESPA and FESPA DIGITAL trade shows. The focus of this year’s concept was the creation of an experience world from the interplay of eleven product presentations, featuring two products making their international debuts, HP Latex 3000 and HP Scitex FB 10000, as well as various consumable materials, HP partner products and several product shows.

The ArtLab team conceived and realized the project in advance in 2D and 3D, took over the complete execution planning, graphics, layout, prepress and printing, was responsible for the logistics, coordinated the various trades, the set-up and the dismantling, and supervised the product shows during the fair.

Additional highlights included two virtual applications, which were geared to the interactive experience of visitors to the fair and developed by ArtLab Studios Digital Services department especially for FESPA 2013. The HP GSB FESPA App 2013 for mobile devices impressed with a variety of features including the provision of detailed information concerning the trade fair booth, such as an interactive floor plan, a digital product catalog including applications, and a virtual agenda to the HP product presentations.

To make these presentations even more innovative, the Berlin-based full service agency also created the HP Dynamic Presenter App. This was a totally novel piece of software for the control of tech savvy presentations using the HP Elite Pad by means of which all of the fourteen different screens on the booth could be controlled freely, offering HP’s product and sales managers a wide variety of possibilities for the presentation of the products and their features. This made the product experience for visitors to the booth as well as customers more interactive as well as more informative. Through it, the HP booth at FESPA London was transformed, with the support of services provided by ArtLab Studios, into a virtual world.