eddinglaunches"eddingWallofFame"2.0,anewdigitalplatformforart,expression,andinspiration
On the occasion of its 60th anniversary in 2020, edding launched a new digital internet platform for drawing, publicly sharing illustrations, expressions, and inspirations under the web link www.wall-of-fame.com. The "edding Wall of Fame" embodies the community spirit and is a digital canvas where people worldwide can express themselves individually on various topics together with other creatives and artists. The design is intuitive on one's own screen (whether desktop, tablet, or smartphone) through a user interface similar to a graphics program. The special feature: the creative experience takes place digitally, in real-time, and even in the look & feel of edding permanent markers. From the color codes available in stores to the different line widths of the edding permanent markers when painting on surfaces, everything in the "edding Wall of Fame" is faithfully recreated.
With the launch of the "edding Wall of Fame" in 2020, edding is advancing its innovation strategy, which began in 2016. The company, awarded the Innovation Prize in 2018, has been developing not only digital or digitally related products like compact printers or digitally readable inks and associated apps for several years. New products in the creative sector continuously expand the product range in edding's core market.
"For six decades, we at edding have wanted to provide people with a means to express their thoughts, wishes, and ideas. For our 60th anniversary, we want to give everyone the opportunity to do this digitally and in exchange with other creatives around the world," explains Per Ledermann, CEO of edding AG.
"Our goal is that especially in these challenging times, the 'edding Wall of Fame' inspires many people in their creativity and enables a barrier-free global exchange. The digital experience of our writing and brand products represents a new and far-reaching tool for customer acquisition and retention. With our 'edding Wall of Fame' as a brand hub, we reach many young people and can credibly convey our brand claim 'Power of Expression' cross-media in this innovative way," explains Heide Schiene, International Marketing Manager B2C at edding.
edding relies on Demodern
For the technical implementation of this anniversary project, edding relies on the digital expertise of Demodern. The specialists in Creative Technologies are responsible for the conception, design, and technical implementation. The development of the platform spanned over 15 months. Special challenges in the browser-based application, which functions like an app, included simulating a realistic use of edding products: in addition to the color effect, the handling of the tools should convey the greatest possible impression of reality. Furthermore, the spatial implementation now and in the future offers many possibilities to experience and expand the platform.
A challenge that the Demodern team gladly accepted, as Alexander El-Meligi, Managing Partner and Creative Director at Demodern confirms: "Together with our client edding, we have created a very special brand experience, and we look forward to observing how the launch of the 'edding Wall of Fame' will develop. I hope we not only give creatives and artists the opportunity to present and make their art visible with the platform but also to collaboratively create art across borders. That is the core of the experience for us. Therefore, we have placed a great focus on making it an exciting experience using the latest web technologies, not only for the artist but also for art enthusiasts who can watch the artists in real-time."
Heide Schiene, International Marketing Manager B2C at edding on the collaboration with Demodern:
"The edding Wall of Fame meets our expectations for a digital and interactive product because it is intuitive, functional, and extremely exciting. The collaboration with Demodern has also inspired and enriched us. The agile teamwork on this project has been a lot of fun for us over the past 15 months, and we look forward to jointly conceptualizing further functionalities of the Wall."
Showcases and Artists
For the launch in June, edding was able to enlist artists Laura Klinke, Reyhan Yildirim, and Pablo Fontagnier aka Hombre SUK, who will set powerful impulses right from the start under the theme "Show your love" with their drawings in the styles of illustration, graffiti, and comic/manga.
Handling, Technologies, and Web Link
Every internet user can become part of the "edding Wall of Fame" with their artwork and thus immortalize themselves in a large collective artwork. With the browser-based 3D web application, it is possible to draw and communicate with other artists on various themed walls. For each theme, different markers from the edding range are available to each artist. The special features of an edding marker are faithfully captured digitally. If you particularly like a piece of art, you can "fame" it or save it in your personal profile and share it with your friends.
The edding Wall of Fame can be accessed via this web link: www.wall-of-fame.com
The following technologies were used for the implementation:
- WebGL
- WebSockets