The use of 3D prints in retail environments is just the beginning of a journey toward the new manufacturing and marketing paradigm for skiwear maker Bogner.
With the help of German artist and designer Dirk Bonn, Bogner is on the leading edge among retailers and marketers utilizing 3D printing technology to reach out to consumers and advertisers to get their messages across.
"The next step would naturally be to create a retail printer that would allow customers to print their shirt directly in the store," Bonn said. "But we'll probably have to wait a bit until that comes true."
Bogner recently used 3D prints of its products to showcase the company's Bogner Fire+Ice anniversary collection at trade shows and in retail settings. Whereas the traditional way to handle those sorts of presentations would be to hang the 14 sweatshirt they were rolling out on mannequins or models, Bogner has produced miniature 3D models of their line for display. Each in its own custom-made cabinet, the 3D prints of the new line were showcased as small electronic motors rotated the pieces to give customers a peek at them from all sides.
The installation was the brainchild of advertising firm Kemmler Kemmler, and the company reached out to Bonn to create the models and the installation.
Kemmler Kemmler Creative Director, Katharina Kemmler, said 3D printing had a wide range of virtues as a system to deliver the Bogner collection to buyers.
"Unlike many other current applications of 3D printing, this solution isn't just using the technology for the sake of it," Kemmler said. "It offered us a scalable and cost-effective way to showcase the multiple prints of the collection in a spectacular and fun way."
The installation was displayed during the sports fair ISPO in Munich from January 26th – 29th, and will be displayed again throughout the summer months at selected retailers. According to Kemmler, using 3D prints allowed her firm and the clothing manufacturer to prominently showcase the new line in a small space and add a playful and artistic layer to the experience for attendees.
Born in Munich, Willy Bogner, Jr., was a familiar face on the international ski scene until 1967, when he decided to begin a career in film-making. Before that, Bogner competed for the Unified Team of Germany at the 1960 Winter Olympics in Squaw Valley and managed to lead the competition in the men's slalom after the first run. A fall during his second run ended his Olympic hopes, but that same season, Bogner came back to take the prestigious Lauberhorn downhill held at Wengen, Switzerland.
Bogner worked as a cameraman on several films, perhaps the most notable series of projects coming as a result of filming the complex ski sequences in a number of James Bond films from the 1960s through to the 1980s. His work filming skiing action segments for use in On Her Majesty's Secret Service, The Spy Who Loved Me, For Your Eyes Only and A View to a Kill – led to Bond actor Roger Moore wearing Bogner ski wear. But it was the massive success of his 1980's ski film blockbuster, Fire and Ice, which ultimately drove him to create his clothing line.
To commemorate the 25th anniversary of Fire and Ice, Bogner recruited 7 artists and 7 sports stars to create a special skiwear collection inspired by his original film.