Labels & Packaging
Drupa has just finished and as I wait in the airport lounge to fly home it’s time to share my final thoughts from what was quickly established as Benny Landa’s Drupa.
Whilst there were no further announcements made at Drupa about additional partners licensing Landa Nanography, I very much doubt that Komori, Man Roland and Heidelberg will be the last. There is plenty of room for web and wide format partners, and if you begin to think of Landa an ink company you can begin to see that more partners will increase the end user take up and ultimately the overall volume of ink used.
I am left with the impression of printing as a sexy industry. It certainly wasn’t before Drupa, but while I can understand people having their pictures taken standing next to the latest Ferrari or movie star, I couldn’t quite get over seeing so many people wanting to have their photograph taken while stood next to one of the Landa Nanographic printing presses. Every day, without fail, there were people queuing up to have their pictures taken in front of the Landa presses. Surely printing cannot be that sexy or perhaps it is?
The Landa theatre was an amazing display of truly great marketing. The 350 seat theatre was sold out days in advance, and demand was so great that in the end they started to stream the lunchtime show on the big screen that was on the on the stand. This attracted over 1,000 people who were crowded onto the Landa stand so they then had to stream the 4.00pm show as well.
It was hectic what with five shows a day in the theatre, and nearly 4,000 people a day were seeing this show. At one point I began to think that Benny Landa could almost out sell an Andrew Lloyd Weber production if it was in the West End. The queuing to get into the Landa show continued right up to the end of the exhibition and all five shows on the final day were overbooked, and again all shows on the last day were streamed from the theatre to the big screen on the stand.
My final thought was that Landa brought many of the staff from Landa Labs in Israel to help deal with customers at Drupa. They might have been helping with the sales effort and handing out brochures, but what the customers did not know was that some of the brightest and cleverest scientists in Israel were actually handling their enquiry!
It was an amazing experience to be a part of the whole Landa show at Drupa. Had you have suggested to me at Drupa 2008 that post retirement I would be playing a key part in one of the truly memorable Drupa printing shows of all time – I would have thought you were mad! That just goes to show the pace of technology development in our world today. The future of offset printing is digital inkjet, and at Drupa 2012 Benny Landa provided the world of print with a tangible vision its future.
Long live digital offset printing.
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