Behind the scenes: Waldorf Astoria Amsterdam
30th April 2021 | Behind the scenes
It’s all about digital. This was the mantra shouted from the rooftops as the ‘age of digital’ began, but what would happen to print? The general consensus was that print was in danger. The consensus was wrong, and Imprimerie du Marais are one of the incredible artisan printers who have proved it.
IDM have been going since 1954, known for their craftsmanship and diligent attention to detail they have produced sensational work for a multitude of artistically minded, luxury clients.
There are three main things that IDM understand:
1. Digital has scale, but print offer unique creative possibilities
The art of possibility is one of the pillars of IDM’s identity, they ‘begin before the machine, and start with a conversation, a process of unlocking possibility’. Meaning they put people first, this shared philosophy on how to make inspiring design is why G.A have selected IDM to feature on this month’s newsletter, as a supplier to look out for.
2. Familiarity with digital blunts impact, audiences love print because we are drawn to beauty and craft
Proud of their Parisian roots, IDM celebrate the fact that they are at the centre of Europe’s favourite capital of culture. The spirit of the avant-guard is within them alongside a dedication to preserving and protecting their processes. While digital offers scale, IDM prove that it’s not really about that – to compare the reach of digital to the reach of print is missing the point somewhat, because it’s not a contest. The priority is the objective, what is the message and what needs to be achieved? That is where print can make a real difference.
3. Craft connects
They say it best:
“WE CANNOT DESCRIBE TO EACH RECIPIENT THE DILIGENCE AND DEDICATION THAT WENT INTO THIS PIECE OF PRINT, NOR CAN WE SHARE EACH DECISION WE TAKE IN MAKING OUR WORK THE BEST IT CAN BE. INSTEAD, OUR WORK STANDS ALONE, SPEAKING WITH QUIET AUTHORITY. IN THIS SINGLE OBJECT, HELD WITHIN THE RECIPIENT’S HANDS, MESSAGE AND PRINT INEXTRICABLY COMBINE. HOWEVER ELEVATED THE RESULTS MAY SEEM, PRINT WILL ALWAYS CONNECT MESSAGE AND MEDIUM IN A WAY THAT ENSHRINES THE COMMUNICATION WITH SENTIMENT, INFLUENCE, AND POTENCY.”
G.A Brand Design have long admired IDM and last year had the chance to join forces in creating the Centurion Welcome Pack for American Express Netherlands, an artful invitation to world of Centurion membership. Our designers took a trip to visit their atelier, here’s what they saw: