1. 3D Printshow : 7-9th November
3D PRINTSHOW
3D Printshow
Lab team 3D scan by
Ogilvy Labs Report
By Will Harvey
@WilliamEdHarvey
Over the past 2 years the Labs have reported from
many events : CES, SXSW and Digital Shoreditch
on upcoming trends, technologies and companies
we should be aware of and embrace. This year we
noted the growing interest in one particular new
technology some have called ‘The next Industrial
Revolution’. This is of course is the rapidly
developing world of 3D Printing!
take the world of 3D printing around the world,
with a traveling show starting at the Business
Design Centre in London, to Carousel DU
Louvre, Paris in November 2013, on to New York,
Dubai, ending in Singapore in early 2014.
3D Printing has the potential to shake up the
supply and demand culture for prototyping and
manufacturing we currently work with, and
3D printing is manufacturing technology that
explore its entirely new potential to bring
allows you to print solid three-dimensional objects production back home. This trend report is to
from digitally-generated models
share with you our findings.
This years numbers :
In this emerging space, there are events and shows
3 Day event
scrutinising this growing market, bringing together
20,000 Sq feet
all the great minds shaping its future. Labs
14,000 Attendees
attended a key event ; The 3D Print Show 2013.
58 Companies represented
In 2012, its first year, it was held in The Bakery
2,500 Young minds inspired
and consisted of a selection of early adopters and
innovators in the space. This year 3D Printing
market exploded and so has the show!
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Given that growth, the Labs felt was an event
worth covering in-depth, to share our thoughts
with the Group. This year’s show was designed to
@WilliamEdHarvey

2. 3D Printshow : 7-9th November
Trends
Across the 3 day event
“3D Printing has
Freeking arrived”
Home
A key space for 3D Printing’s
opportunity to make the biggest impact
is the home. Traditional 2D printers
were seen as a ‘luxury’ that only
businesses could afford 20 years ago, 3D
printers are likely to make an imprint
into the domestic market in the matter
of 5 years.
3D Printers for the domestic market
currently cost around £1000. Lazerjet
printers costed that only 2 years ago,
which demonstrates that this technology
for the home is here already.
Domestic use could be almost limitless,
and the difficulty of sourcing
appropriate files to manufacture these
items is being addressed by open source
communities like Thingiverse. It
allow you to download objects and print
them such as missing remote backs, desk
times - design to high street. It
tidies, light fittings and even moving
acknowledges that 3D Printing could
parts for toys, all for free.
really impact on the dependency on
mass production and a move to a more
Fashion
The Fashion industry have been early
‘print on demand’ model.
adopters. We are now starting to see the
Education
first few pieces of 3D Printed work
An exciting thing we noticed this year
come into the mainstream from big
name designers, marrying Art and Tech was the impact that 3D printing is
having on the education space. The
cultures.
range and offers from courses such as
As the technology of 3D Printing
Design and Technology have been
evolves, so does the complexity of
designs it can produce. In turn, the raw under huge pressure to cut back. Often
seen as behind the curve of the Industry
materials these printers needs to. The
boom in flexible PLA (Polylactic Acid! A itself; the cost of raw materials,
biodegradable plastic), used in the dress equipment and the skill sets of teachers
and lecturers struggle to keep up.
(in the photo above) unlocks more
We think 3D printing is one of the key
options of durability and flexibility to
catalysts for change here. Governments
designers to play with 3D Printing’s
and schools are now embracing the idea
possibilities.
that the next generation of digitallyThe fashion industry continually
skilled children have a drive to engage
challenges itself to stay on top of
fully in that digital world. Whether
current fashion trends and short lead
Coding, Photoshop CAD or design
3D Print Hubs
Company to Watch
Network of 3D Printers
Since starting up in Amsterdam 3D Print Hub
have over 1800 printers accessible Worldwide.
With over 40 in the UK since starting in
October.
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At this year’s show there were a lot of
companies that really stood out for
being truly innovative. The one that
really made us think was 3D Print Hub.
The Amsterdam-based start-up was
founded in April 2013. 3D Hubs is a
collaborative production platform for
3D printer owners and 3D makers to
connect. Their mission - to make 3D
printing accessible to everyone by
unlocking the world’s idle 3D printers,
“Every printer we ship
has our pride of Brooklyn
in them, as we feel our
printers are enabling a
whole new generation to
make new things”
Bre Pettis -Makerbot Founder
tools, these are at last being integrated
properly into the curriculum.
Makerbot’s new plan was unveiled this
year - put a 3D Printer in every school
in America to equip, enlighten and up
skill the next generation with all the
possibilities that 3D printing offers them
for their future.
Product prototyping
One of the great examples we saw for
the work place that 3D Printing has
enabled is the prototyping of a product
or idea. Using traditional methods it
would be very expensive and time
consuming to produce a physical
prototype of a new product you were
developing. With a printer you just
upload the digital file and print
overnight, if there is then a problem
with the design once you have printed it
out you can then just tweak the digital
design and print again.
facilitating transactions between 3D
printer owners (Hubs) and people that
want to make 3D prints (makers). They
are the world's largest network of 3D
printers with over 1,700 printing
locations across 300 cities. With most
3D printers laying idle 80% of the time
this allows the printer owners to make
money in down time. It’s an incredibly
interesting concept. Allowing people to
print customised items locally in a
matter of hours. This really opens up
the use of hyper-local communities for
manufacturing without needing linear
supply and demand systems!
@WilliamEdHarvey

3. 3D Printshow : 7-9th November
Personalisation
Have it how YOU want it
As our culture evolves and moves away from the
costly mass manufacture towards more consumerdriven personalisation of products, 3D printing
can and is having a dramatic effect on what is
possible.
On the High St., this will have a dramatic effect.
Using in-house 3D Printing of custom Fashion
brand products will enable users to have
personalised items such as jewellery with names
photos and messages unique to them. Premium
drink brands can offer personalised bottles or
glasses printed live in-store.
At this year’s show, visitors were given the
opportunity to get their full body scanned and
printed. A hand operated scanning camera takes a
number high quality images then stitches them
together to make a digital model of the subject.
This was similar to a trial earlier this month where
ASDA ran a scheme in 2 stores where customers
were scanned and had miniatures versions of
themselves printed in 3D.
There is unquestionably a rise in demand for the
personalisation of products. Brands want to
enable consumer’s desires to stand out, be
different, as they know they are more and more
aware of what new technologies can offer them.
Brands will be able to facilitate more unique and
one off items for their target audiences, helping
build loyalty.
This growing trend of personal products means
the demand for more skilled CAD (Computer
Aided Design) Designers is becoming apparent.
“If someone doesn't like the limited
products brands are manufacturing,
they will just go home design and print
their own”
Bram De Zwart - 3D Hubs
Through companies such as Autodesk enabling
users by giving away the basic tools to do this for
free. 123D Design for example allows you to
create basic 3 Dimensional designs, topped with
various tutorials available on YouTube. This is
enabling people to design what they want,
however they want it on their own personal
computers. It won’t be long before the next
generation will embrace the entire process ; have
an idea, design it on their computer or tablet then
print in a matter of hours.
A great example of using 3D Printing for a brand
was the work we undertook for our IBM Client at
Wimbledon. ‘Data-driven souvenirs’ was a project
collaboration between Ogilvy One, Labs and the
team behind ‘3D Print Show’. We combined data
analytics of each player’s match performance
(Form) with the fan’s live opinion of them from
social media (Status). The top players were then
listed on the IBM Wimbledon Leader board, and
commemorated with the creation of limited
edition, personalised souvenir trophies.
At the IBM Live printing stand, 9 x 3D Printers
printed out different trophies fed by that live data.
Attendees were given a chance to not just see the
data on a screen but hold it in the form of
personalised trophies almost instantly.
Have it how you
want it!
With the ease of
customisation for
iPhone cases, Rings,
Toys and prosthetics
through 3D printing,
what else could we
see customised in the
future?
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@WilliamEdHarvey

4. 3D Printshow : 7-9th November
‘Printing off items you just purchased
online using your desktop 3D printer
shows the potential. I am fascinated by the
notion of mass customisation and the
impact that this could have on the High
Street.’
Natasha Fagg - designer Alexander McQueen
3D PrintShop
How it will invade the High Street
A new feature at this year’s show was the 3D print shop.
The new affordability of 3D Printing technology is due to the
the 3D Printers themselves but also from the raw materials.
Online stores such as Amazon are opening up a dedicated
category for 3D printers an accessories, plus high street stores
like Maplin now selling them, it’s becoming commonplace.
The pop-up 3D Printshop sold everything from Printers
through Scanners, 3D Printing pens and even customiser kits.
Whether you are a hobbyist or a first time printer everything
you needed was available to meet the demand of this growing
trend!
One great example of a 3D Print store is what Makerbot are
doing in New York. Since they opened their store less than a
year ago, they have expanded into three new sites to meet the
overwhelming interest and demand by consumers. They offer
not just their own printers scanners and materials, but offer
shoppers features such as the 3D Photo Booth where you can
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get a take away 3D Portrait of yourself, buy unique Gifts, all
3D printed not found anywhere else. They also offer in-store
demos and hands-on workshops to get people started with 3D
Printing. This tech and craft/art based utilisation of 3D
technology is growing SO fast.
London is also starting to embrace the idea of 3D printing
stores with companies such as Imaker.
With 2000sqft over 2 floors space this allows everything from
a facility to drop in your CAD files and collect your printed
items in 24 hours, to workshops on designing your first
products. They have partnered with Selfridges in Oxford
Street and in October opened a store on the ground floor.
Our prediction : The boom of affordable 3D Printers, within
a year you will be able to walk up your local high street, have
access to a 3D Printer and print items you have downloaded
from open source websites. This also means that anyone who
has an interest in creating for 3D printing will therefore have
access to making their designs come to life.
@WilliamEdHarvey

5. 3D Printshow : 7-9th November
3D Printed Hospital
Future of healthcare
Without a doubt, the most exciting development
at this year’s show was the effect that 3D Printing
is having in the health sector. From 3D Prosthetic
ears to Bio-printers the healthcare space is looking
at an exciting future
The story of it’s positive effect on this sector that
really stood out to me was a talk by Jesse
Harrington from Autodesk. He recounted a story
of a user of 123D Catch (A free iPhone app that
allows you to take up to 40 photos of an physical
object that then stitches them together and creates
a digital model). The son of an amputee in
Afghanistan saw the pain his father was in with his
prosthetic leg which didn't fit exactly as they are a
universal shape. He used the app to capture his
father’s leg and sent the file remotely, for a
personalised 3D Printed part to fit more
comfortably for his father. What an inspired use
3D Printing tools being used for good and opens
up some many great possibilities for healthcare
and well-being.
Anthony Atala was a keynote speaker at the show.
One the foremost doctor’s in regenerative
medicine, for years he has been researching and
developing the possibility of 3D Printed organs.
Since his key talk back in 2011 at TED, Antony
and his team have been looking to solve a major
medial crisis of the modern world. The lack of
suitable donor organs available versus numbers on
waiting lists. They have been using advanced bio
printers allowing them to experiment and print
skin cells. So far they have grown organs such as
bladders, but their major focus now is on kidneys.
“The greatest use of 123D Catch was
in a remote part of Afghanistan....
father had lost his lower leg to a land
mine. His Son used our tool to scan
the amputated leg remains, sent it
remotely to get a 3D Printed part to fit
his fathers prosthetic leg comfortably”
Jesse Harrington - Autodesk
Back in 2011 they had started to prototype their
first 3D printed kidneys and with the development
of materials and bio printers they have already
managed to print kidneys that have 90% living
tissue!
Bio-printers are something fairly new to the
healthcare space but the possibility of this
technology to help the hospitals of the future now
become a reality is very exciting.
One great use of bio-printers is skin grafts.
Looking at combining scanners and Bio-printers,
scientists at Wake Forest University are looking
into printing new skin cells directly onto patients.
They hope to help burn victims recover much
faster than traditional methods, and with clinical
trials testing on mice and they are healing twice as
fast, so it’s a promising future.
So this means that the concept of replicating new
body parts is now something tangible, just a
matter of time. Also, as the technology further
evolves, proper investment into the future of
healthcare 3D printing looks secured.
First hand Future
For the first time at
this year’s show, there
was as focus on
Hospital and the leaps
that 3D Printing is
enabling us to
achieve.
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@WilliamEdHarvey

6. 3D Printshow : 7-9th November
3D Lab
Ogilvy’s on-going involvement
As part of our continuing relationship with the 3D Print
show, Ogilvy Labs were one of this year’s sponsors, and we
had a physical space as part of the show. The ‘3D Print
Show Lab’ was a area that allowed the many visitors to have
their first taste of 3D printing.
It was important that we had a significant presence from the
Lab’s perspective, as our purpose is to educate and inspire
users and to give them the opportunity to see first hand how
easy it can be to get started with 3D printing. Over 3 days,
the Lab had 6 x 3D printers running with pre-selected
sample items to print, and 2 Macs with basic CAD
(computer aided design) software. Students attending the
educational school day played around with editing objects
and downloaded objects from Thingiverse, loaded to the
printer and printed out in set workshop classes.
Technology and innovation can be scary, but running
workshops and hands-on events like this you are able to
remove the fallacy that 3D Printing is hard, only for the
select few. We in Labs have managed to teach ourselves
useful applications for 3D Printing in half a day and learnt
CAD to design our own logo in a matter of days. The
possibilities for 3D printing are out there. Go learn it for
yourself or ask the Labs for a demo.......
If you would like to know more
will.harvey@ogilvy.com
Or @WilliamEdHarvey