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A paper-based customer experience: the incredible printing skills of the luxury industry

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As part of our mission to spot marketing trends, we receive a lot of magazines from all sorts of brands. We just received the latest edition of the Blancpain’s magazine called “Lettres du Brassus” which is, once again, a amazing piece of literature and of printing skills.

We were literally stunned by the cover of the magazine which depicts the most successful watch of the brand, called the Fifty Fathoms. The Fifty Fathoms is a diver’s watch with a luminescent bezel. This may be a detail but it’s important to appreciate the work done by Blancpain editorial team with the issue #11 of their magazine.

The cover is printed using different veneers that are invisible under certain light conditions. This gives an amazing result that is almost the same as with the real watch in day / night conditions.

Although it was very difficult to realize we eventually succeeded in taking a few pictures that will help you appreciate the efforts put together by Blancpain.  



Our take:

Blancpain brings once again its magazine to a new level of quality and customer experience. Not only is the magazine appealing in terms of content, but it is also appealing to other senses thanks to the printing techniques used. You can touch and feel the cover which will change along the light conditions and becomes a sort of magic in itself.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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