Creativity and innovation in printing at Brand Revolution LAB 2021

A neutral and open territory where the skills of all players, brands, creative agencies, printers and suppliers of printing technologies and materials merge and mix to give life to a co-creation experience with outstanding final results, augmented, enriched by pieces of expertise coming from different worlds. This is Brand Revolution LAB, which has just successfully concluded its fifth edition and confirmed its status as a reference point and inspiration for those who want to express their brand identity by printing. On 21 and 22 October, the projects developed during 2021 were presented in Studio Novanta - East End Studios in Via Mecenate in Milan. The previous edition projects, shown on OnAir between November and December 2020, were also on display due to the health emergency. There were 20 brands involved: E. Marinella, 3M, Quercetti, Podere l'Agave, VeraLab, Oasyhotel, GustOsa, Acetomodena, Alpro di Danone, Agribirrificio Altavia, Atkinsons, Ospedale dei Bambini di Milano Vittore Buzzi, Curaprox, Eni gas e luce, Ferro 13, Rapinzeri, Mare Aperto, Mediterranea Saving Humans, VIP Val Venosta and Terranova Instruments.

Themes and trends of the projects for experimentation also accompanied online
The printed communication on show at Brand Revolution LAB is expressly visual, made up of total, but not static, sensoriality. The projects on display are accompanied by the digital component both in printing and personalisation with variable data and augmented reality to bring an exciting customer experience. Analogue and digital coexist in the world of communication, overlapping and interacting to print documents and packaging that are personalised in terms of both text and graphics, without ever sacrificing the sustainability and quality of the more classic finishing. From the multi-sensory in-store experience to packaging that breaks and rewrites its own codes, from brand identity identified through very different substrates and applications to packaging made-to-measure for Instagram, right up to the extreme versioning and customisation of digital printing: all the projects on show aim to express the essence of the brand and establish a direct and engaging dialogue with customers.

Here are the details of all the projects produced in 2021.

A new immersive layout and Touch & Talk area
This year, a significant new development was spreading the event over two days, making it possible to reach a wider audience with a completely new, immersive and fantastic set-up concept entitled Random Combination. In addition to seeing the projects on display, the public could meet the partners of Brand Revolution LAB in the "Touch" area, chatting, exploring the projects carried out and touching with their own hands examples of printing, communication solutions and innovative materials that they have also experimented on other occasions and with their own clients.
On the morning of 22 October, a talk session was held to examine in depth some aspects of the projects carried out in 2021 that explored more generally the key themes of Brand Revolution LAB.

Here is the complete list of the talks broadcast live from Studio Novanta.

The partners of Brand Revolution LAB who collaborated on the various projects are the suppliers of technology and materials: Gruppo Cordenons, Konica Minolta, Luxoro and HP. Gruppo Cordenons provided its innovative creative papers. HP and Konica Minolta supplied digital printing technologies for various applications, from packaging to large format, from labels to textiles. Luxoro and MGI allowed visitors to test the boundaries of finishing, both with hot foil and digital printing, while genARate opened the field to augmented reality for an integrated communication experience between online and offline.
Printers also played a leading role, offering their expertise with a wide range of solutions. They are: Grafical, Ba.ia, Ciemme, Tic-Tac Stampa, Eurolabel, Gruppo Masserdotti, Dominodisplay, Tech:art, O-I, Nava Press, Rifa Etichette, ICO, Lazzati Industria Grafica, Graf Color, L'Artegrafica, Gold & Silver, System Graphic, Goglio, ACM, La Commerciale Borgogno, PressUP, Tecno Tag and Kamaleon.
The agencies specialising in branding that worked on the design of the project proposals, which were produced with the collaboration of the technological and printing partners, are: Creostudios, DLVBBDO, Hello DTV, Ideology, Lateral, The Embassy, O, Nice! Design, The 6th, ArteficeGroup, Coo'ee Italia, Angelini Design and Conversion E3.
For further details go to: www.brandrevolutionlab.it

For information and to take part in the 2022 edition of Brand Revolution LAB: brl@strategogroup.net