Product Launch - HP web-based Printers
Product Launch - HP web-based Printers from Rob Atkinson
Product Launch - HP web-based Printers

To facilitate the launch of the new WiFi-enabled range of Photosmart printers which could link to both the web and mobile devices, HP hosted a number of press events globally to introduce these models to the public.
As part of this process, I developed the concept, design and implementation of the launch in Hong Kong with the slogan: ‘Touch the web, print the web wonderfully.’
In order to generate interest and create a fun theme around which the launch could operate an ‘Alice In Printerland’ imagery was used.
Having such a rich, strong back-story, allowed for powerful graphic imagery to support it. The use of the internationally renowned Shaw Brothers studios, allowed for 2 large studio spaces which were divided into an entrance lobby and registration area, press area, main plenary session for the launch, breakout spaces for workshops and smaller presentations, a conference facility and an interview space.

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Plan layout of the 2 existing studio spaces indicating the distribution of the main arrival area, Touchsmart Plenary sessions and the breakout sessions
Entrance archway located at the studio entrance of the renown Shaw Studio's. A mainstay of Hong Kong Cinema for over 60 years
Initial concept proposal indicating graphically defined walkway routes
Journalist arrival at the start of the product launch
Reception desk, where people first encountered the brand messaging and theme of 'Alice in Printerland'
Journalists were provided a press pack which maintained the graphics and theming throughout
The bright colours of the graphics were a contrast to their existing brand palette and allowed a fun exploration of an exciting new development
Initial concept proposal for enclosed studio space for Main Plenary
Proposed Plenary layout with dual LED screen and front projection to a central feature screen. This later became the main launch mechanism
The senior Vice President of HP and the head of marketing were on hand during and after the launch to answer journalists questions. Other guests included Dreamworks CEO, Jeffrey Katzenberg, who communicated live via satellite
A articulated truck with cantilevered display pods launched the entire series of printers to assembled media and VIP guests
Initial proposal for breakout sessions
Final installation of breakout which incorporated cloud computing and its relationship to printers
Concept proposal for regional partner showcase in which software and app developers could demonstrate their partnership opportunities for consumers
Between breakout sessions a cafe area formed the main hub for live blogging and early product testing
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Product Launch - HP web-based Printers

To facilitate the launch of the new WiFi-enabled range of Photosmart printers which could link to both the web and mobile devices, HP hosted a number of press events globally to introduce these models to the public.
As part of this process, I developed the concept, design and implementation of the launch in Hong Kong with the slogan: ‘Touch the web, print the web wonderfully.’
In order to generate interest and create a fun theme around which the launch could operate an ‘Alice In Printerland’ imagery was used.
Having such a rich, strong back-story, allowed for powerful graphic imagery to support it. The use of the internationally renowned Shaw Brothers studios, allowed for 2 large studio spaces which were divided into an entrance lobby and registration area, press area, main plenary session for the launch, breakout spaces for workshops and smaller presentations, a conference facility and an interview space.

Rob Atkinson
Design Director at Imagination London, United Kingdom