The firm first made headlines in April when it used 3D printing technologies to create a giant leg and shoe which gave the impression the model was walking out of a billboard promoting its latest trainers.

Working with wide-format printing house, Colorzenith Milan, Armani has once again utilised large-format 3D printing to make its billboards stand out.

To promote its latest fashion and accessories collection, the designer called on Colorzenith Milan to produce two oversized replicas of the eagle belt buckles which feature in the new range.

Using a large-format Massivit 3D printer, the first eagle, which measures in at 2.1m x 1.2m, was completed in 29 hours and was finished with metallic silver paint, bevelled plexiglass and glitter inserts.

The 3D belt buckle which features on the second billboard measures in at 1.8m x 1.3m and was finished in chrome silver metallic paint and matt silver, taking just 15 hours to paint.

The 3D-printed eagle took 29 hours to print and measures in at 2.1m x 1.2m. Image: Massivit 3D

Erez Zimerman, chief executive officer of Massivit 3D comments: “Top brands continue to adopt large-format 3D printing in their new launches due to the unquestionable impact of dimensional signage and displays.

“Armani has the vision to develop fresh, crowd-stopping campaigns that leverage new technologies and concepts. The ability to implement precise branding, elegance, and design combined with the impact of unexpected 3D features has generated a growing trend among brands to adopt large-format 3D printing into their OOH and in-store campaigns.”

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