3D printing will change the world, or so proponents claim. From houses and cars to body parts and clothing, the possibilities seem limitless. But what does this mean for fashion and marketing today?
Velvet invited two Shanghai-based innovators and business partners in 3D printing to speak at the French Chamber of Commerce last Thursday about how brands use 3D printing technology in marketing.
Bin Lu is Co-Founder of 3D design firm Xuberance. The firm recently took home First Prize at Salone Satellite at Milan Design Week for its line of 3D printed lamps and will open China’s first 3D shop this summer. In addition to its own designs, Xuberance also works with brands on prototypes and campaigns.
Adam Huang is Co-Founder of Creature of Creation, a start-up that focuses on 3D printed lifestyle products such as plates, cups and jewelry. Huang is a proponent of 3D printing’s potential to empower consumers and inspire creativity. Creature of Creation partnered with Hennessy to promote Classivm, a cognac targeting the young Chinese market. For the campaign, Creature of Creation built a 3D body scanner that has traveled to over 100 nightclubs. The scanner is displayed in the VIP sections of nightclubs and club goers who have their bodies scanned receive a miniature replica of themselves as a souvenir.
For another collaboration, the startup created 3D nails for a photo feature in ELLE China and have already received requests from nail salons. According to Huang, jewelry will be the next big industry for 3D printing. When asked how the new technology will impact more traditional craftsmanship, Huang thought 3D printed products would address the demand for affordable luxury from the burgeoning middle class while the market for higher end goods will remain.