IDENTICAINSIGHT

Issue 63-DIY

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Issue 6

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3D printing may seem that it’s this years buzzword but it represents something far more powerful in the conversation between brands and consumers. We live in an age of bootlegging and piracy, so much so that we brought the music industry to its knees.

Power to the people, or perhaps power to the people with the printer is more appropriate. This week’s Identica Insights will explore the developments in 3D printing but more importantly the impetus it has given consumers to hack, steal, and create their own products, whether the brands are on board or not.

SOME SCIENCE

Additive manufacturing allows users to construct layers as the computer reads the 3D file as a series of cross sections. The layer could be power, liquid, paper or sheet material but today’s domestic printers typically use liquid photocurable photopolymer (resin).

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70,0003D printers have been sold commercially

£1,400the price of Makerbot’s market-leading printer

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3D printing has been around for thirty years but commercially it still remains in its infancy.

Somewhere in the cycle of evolution, a majority of us became content to consume what others created. However, a slight shift in consumer behaviour, particularly in generation D and their attitude towards brand customisation is starting to arise. Brands can either embrace this shift and be a part of the conversation or not.

This open-source era allows consumers to self-improve products with ease and if brands are integral to that process then they can be rewarded with exposure to a rich and innovative consumer landscape. If not, then brands will get hijacked.

1. Shapeways is an online portal that allows DIY-ers to upload and sell their 3D designs.

2. Dreambox, the first 3D printing vending machine allows users to bring their own designs and watch as it gets layered and coated.

3. Golan Levin has created his very own construction set for his son, fusing Lego, K’Nex and Tinkertoy parts together. This allows his son to ‘create more’ without restriction.

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4. Open Design City; A Berlin community that encourgages brand hacking and DIY product creation. Makers of several large community DIY projects.

CUSTOM CULTURE

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100,000downloads of the Liberator hand gun in one week

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BRAND 3D THEATRE

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1. The IBM Kiosk at Wimbledon is printing 3D trophies relating to in-match player statistics every 20 minutes.

2. New Balance are creating custom printed track shoes for their proffessional athletes which are being used in competition.Consumers are soon to be able to print their own in store.

3. Soundcloud, the music streaming website are giving users a 3D file download of their favourite songs frequency wave to be made into a phone case.

4. Disney, at their D-Tech event are scanning fans faces to be printed as star trooper figurines.

At the moment, 3D printing can offer the kind of magic and theatre that retail brands seek.

The huge increase in online sales over the past ten years has forced the retail world to intelligently invest in their spaces and offer customers an experience unattainable in the digital realm.

Many brands are experimenting with 3D printers as the technology still has a sense of ‘newness’ for many and associating yourself with innovative technologies can be a successful brand exercise. Moreover, brands are becoming increasingly customisable to accommodate a rising generation who now expect certain levels of personalisation.

Domestic 3D printer prices are falling and customers tend to be techno-geeks and early adopters. This means that retailers can showcase these technologies and give customers an experience perhaps currently unattainable.

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THE FUTURE

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1. Space printers will combine powders to produce food that has the structure and texture as well as smell of actual food. NASA says it needs the technology to be able to go to Mars.

2. Pelican’s image mapping camera will effectively allow users to take pictures of people and print out a figurine of them. Expected in store 2014.

3. DUS architects are using a six-foot 3D printer to build components of their Dutch house. They currently have no time span upon the project but have started printing.

The current capabilities of 3D printing are truly awe-inspiring but what about the future?

A race to build the first printed house is currently being undertaken by several architect practices. The houses are vastly different in design and process but all set to destroy the traditional architectural forms we have become accustom to.

Camera technology now allows users to take a picture of an object for software to then map the structure ready for layered printing. That may sound like a small step but the camera has already been trialed and installed inside a smartphone.

Amazingly, NASA is funding research into 3D printed food. Currently we can print chocolate but the ambition is to allow astronauts to print food while in space. It may give rise to the ultimate self-quantifying consumer, who only prints the nutrients he/she needs but more importantly it could eradicate our global food crisis.

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WHAT THIS MEANS?

Brands need to give consumers the space and tools to customize and play with their products and assets otherwise they won’t be part of a generation D conversation. Many brands are obviously fearful of this open-sourced era but those who embrace it will benefit.

Brands need to be careful when it comes to 3D printing and in store theatre. Fairly soon we aren’t going to be transfixed by a phone manufacturer allowing customers to 3D print protective cases. We want brands to be more intelligent and responsible with their resources.

However, having said all of that, this era of bootlegging and open-sourced DIY customisation is occurring because brands aren’t in play. Brands have no control over this obsession of printing and customising and perhaps that’s the driving force.

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THANK YOU

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TO FIND OUT MORE: Call +44 (0)20 3451 9700, or email Leah Williams leah.williams@identica.com