HP wanted to demonstrate their unique printing abilities specifically to the creative community – that they can custom print, large-scale, on any substrate, very quickly.

We wanted to prove to creatives around the world that you could print on literally anything. We invited them to use our room as an art and conceptualising space, and then surprised them by taking their contributions and reprinting them overnight on everything in the room.

By scheduling numerous interviews and workshops in the space, we were able to get the attention of top industry magazines and hordes of creatives attending the festival. Photos and videos of peoples’ contributions were popping up all over social media sites such as Twitter and YouTube. In fact, the HP White Space was even the most liked on the Cannes Facebook page.