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Pop-up luxury

Pop-up luxury

OMUS, a specialist 3D print provider in Australia, has useda Massivit  3D printer to constructwhat is believed to be the world’s first 3D printed pop-up retail store on behalf of luxury fashion brand, Louis Vuitton.

The eye-catching nine metre-wide, 10metre-long and 2.7metre-high structure was created using OMUS’ recently-installed Massivit 1800 3D Printer in just 18 days and is currently capturing the gaze of shoppers at Sydney’s Westfield shopping centre.

According to Robert Grosso, co-owner of Melbourne-based, OMUS, the company worked with Louis Vuitton’s design agency, Gold Coast Displays, to produce a statement megastructure that also provides an attention-grabbing platform for the premiere of the brand’s latest menswear collection.

He explained: “Having received the design brief, we essentially needed to produce a visually-stunning, structurally-sound outlet that could endure sustained use in a busy public environment –in  all in a three week period! Given the complexity of the design and the short turnaround time, 3D printing was really the only viable production method available to us.”

To assist with the magnitude of the print job, OMUS enlisted the help of another Massivit 3D customer, Sydney-based Composite Images. Using the Massivit 1800’s unrivalled print speed of up to 35cm/14’’ per hour, two printers were deployed around the clock, each using dual printheads to produce two hollow panels simultaneously. A total of 30 panels were 3D printed to serve as the walls of the pop-up outlet.

Once created, OMUS placed solid support ‘ribs’ in each panel to ensure the weight of the huge 243m3 structure was properly supported. The entire display was then wrapped in Avery’s Supreme Silver self-adhesive vinyl and further adorned with distinctive Louis Vuitton-designed animal prints that matched the theme of the menswear collection on display

Robert Gosso continued: “Louis Vuitton, and its design agency, were delighted with the finished result as it surpassed their expectations in terms of its striking visual appeal, while replicating the opulence of the company’s safari-inspired men’s line.”

He added that Louis Vuitton’s staff delight in explaining to visitors how 3D printing was pivotal to the project and how it encapsulates the company’s spirit of innovation and contemporary attitude.

As an early adopter of Massivit 3D’s technology, OMUS is already using the technology to push the boundaries and create applications with wow factor.

Explaining why the company had integrated 3D printing into its business model, Robert Gosso said: “It is helping us to enhance our competitive edge and differentiate our proposition from other sign and display suppliers. From a business perspective, the very nature of building from the ground-up, with little support material, enables us to replicate our customer’s complex designs without the need for costly manufacturing tools, which presents a win-win scenario, especially as our customers are always seeking new ways to push the boundaries and create applications with wow factor!”

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