Big Picture - June/July 2017 - 2

insight

Crossing Borders

hile planning my travel to Hamburg, Germany, for FESPA 2017, I decided to take full

advantage of the overseas location and extend my trip. I began my three-week
European adventure in Milan and went on to Lake Como and Rome. From there I
made a quick stop in Berlin before heading to Hamburg for the weeklong tradeshow (see my recap on page 7), hopped on a plane to Amsterdam, then a train to
Paris for the weekend, and another train to Zurich, Switzerland, and the incredible Lake Lucerne, and
yet another train to Munich for one last soft pretzel and a stein of Hefeweizen, before heading home to
Zinzinnati - er, Cincinnati.
Yes, I'm still exhausted.
If you followed me on Twitter during my travels, you saw bits of the wide-format digital print I
captured in Europe. From billboards above the cobblestone streets in Milan, to bus wraps promoting
local tourism and upcoming movies in Rome, to wallcoverings scattered throughout Berlin detailing
the city's immense war history, to grandiose Louis Vuitton building wraps in Paris, wide-format digital
print is worldwide. And while I found comfort in those countries as I constantly stumbled upon the
tried-and-true graphic outputs and installations, it was at FESPA where I saw real adventure, excitement, and risk-taking in the digital print world from representatives of 139 countries. I was able to
wrap a car via virtual reality at Avery Dennison's booth; European manufacturer Veika was printing
textures and layers onto textiles for the interior décor, indoor advertising, and packaging markets via
its Dimense machine; and Epson showcased haute couture womenswear via its SureColor F-Series as
part of their partnership with fashion designer Richard Quinn.
These companies are moving beyond tradition and demonstrating what else this industry - and this
world - has to offer.
Are there times when you've been asked to do a job outside of your comfort zone? Perhaps a client
is asking for a 3D package prototype instead of paper, or wants a few custom T-shirts along with their
banner ads, or needs a digital media component to boost their Facebook followers. Stop and think
before saying, "That's not my job." This industry will always stick to those tried-and-true applications
that get your clients' messages seen, but it's continuously evolving, all over
the world. Are you willing to break out of the norm and offer your clients
something new and innovative?
Bread and butter is great, but have you tried pain au chocolat?

bigpicture.net
EDITORIAL
Adrienne Palmer
Editor-in-Chief
adrienne.palmer@stmediagroup.com
Kiersten Wones
Associate Editor
kiersten.wones@stmediagroup.com
Kelsey Johnson
Assistant Editor
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Kathleen DeZarn
Art Director
kathy.dezarn@stmediagroup.com
Marty McGhie, Craig Miller,
Beth Osborne, Sino Tour
Columnists
Ryan Clark, Terry Corman,
Scott Crosby, Kirk Green,
Kerry King, Robert Kissel,
Craig Miller, Carmen Rad,
Jared Smith, Mark Taylor
Editorial Advisory Board
SALES
Murray Kasmenn
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Tedd Swormstedt
President
June/July 2017

Steve Duccilli
Senior VP of Content
Christine Baloga
Audience Development Director

BY ADRIENNE PALMER
BIG PICTURE

Editor-in-Chief

@Adrienne_BigPic

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Table of Contents for the Digital Edition of Big Picture - June/July 2017