Precision Printing were the sponsor of the Creative Review Photography Awards and the launch party for the @CreativeReview December issue.
The room was full of talented photographers, creatives and friends, well dressed, understated and effortlessly cool. It was the coolest party in town and all were there to soak up the atmosphere and admire the award winning photography over a glass of wine.
Precision was there as main sponsor and received endless praise for the Creative Review cover. It was painstakingly prepared, printed and finished using #Lustre textures to recreate the classic Polaroid on the cover. The digital process is set to replace foiling, embossing and UV varnishing in the short-run demand for print with a single copy entry point and the flexibility of personalisation within the texture.
We came with an entourage and were eager to share Mobiliser, a digital charm and an image recognition app. Unsuspecting people were photographed by Peter Lancaster who were then suitably wowed as he made their image interactive. James @PrecisonToday was more targeted and at one point appeared to be collecting images of very attractive ladies; but they were nonetheless impressed to see a mobile phone scan their image and revert to a YouTube video or other web location. The technology is stunning and will collect data from any user once the app has been activated.
First editions of the December issue were shared on the evening and quickly became collectable items. I’m still not sure how I managed to securely place my copy in my bag before leaving, only to find it missing when I finally sat down on the last train home. I blame the very tall photographer on the evening with unfeasibly long jeans that he still managed to turn up at the bottoms. Do they really make them that long?
The new Precision brand and website were activated at the launch party and celebrated in style with large hanging Polaroid prints and cameras, an incredible photo-mosaic and a beautiful lookbook highlighting images from the new website. Other events are planned for the New Year to celebrate our nine Digital Charms and how Digital Loves Print.