Today at PhotoPlus Expo 2009, HP unveiled ARTtrust, a simple self-certification system that allows artists to provide individual identity to any Digital Fine Art Collection Pigment Print produced on an HP Designjet Z series printer using HP Vivera pigment inks and any compatible media. ARTtrust is specifically designed to meet the needs of the art market including creators (photographers, designers, digital or traditional artists), printmakers (artists who print themselves, photolabs, specialized fine art printers, print service providers), retailers (galleries, auction houses) and private or public art collectors. The solution is comprised of BubbleTags, a translucent polymer containing random and self-generated air bubbles affixed to the artwork itself that references the certificate of authenticity filed by the artist. ARTtrust is available for existing and new prints and any Digital Fine Art Collection Pigment Print can be retrofitted on demand.

HP Press Release

HP Demonstrates Momentum with New Solutions at PhotoPlus Expo 2009

New self-certification solution and innovative programs reinforce HP’s commitment to photography community

NEW YORK, Oct. 22, 2009 – Today at PhotoPlus Expo 2009, HP unveiled ARTtrust, a simple self-certification system that allows artists to provide individual identity to any Digital Fine Art Collection Pigment Print produced on an HP Designjet Z series printer using HP Vivera pigment inks and any compatible media.

Jointly developed by HP and Prooftag™ and endorsed by Wilhelm Imaging Research, ARTtrust is specifically designed to meet the needs of the art market including creators (photographers, designers, digital or traditional artists), printmakers (artists who print themselves, photolabs, specialized fine art printers, print service providers), retailers (galleries, auction houses) and private or public art collectors. ARTtrust increases the confidence of all art stakeholders by providing traceability and control of authenticity, as well as certified information about print longevity, for each Digital Fine Art Collection Pigment Print.

“We are convinced that ARTtrust will be very well-received in the fine art market,” said Henry Wilhelm, co-founder of research at Wilhelm Imaging Research, Inc. “Bringing this solution to the industry will help artists grow their business by reinforcing their clients’ confidence with protected and authenticated prints.”

The solution is comprised of BubbleTags™, a translucent polymer containing random and self-generated air bubbles affixed to the artwork itself that references the certificate of authenticity filed by the artist.  BubbleTags™ delivers the world’s most secure and easy-to-use solution available for print identification and authenticity. ARTtrust allows registered artists to activate the ARTtrustTag on ARTtrust’s Web so art buyers (galleries, museums, private owners) can verify the work is authentic.

“HP is vested in bringing solutions to the creative and design community that improve how artists produce and protect their work,” said Santi Morera, vice president and general manager, Designjet Large-format Printing Solutions, Imaging and Printing Group, HP.  “Certainly we are committed to bringing printing solutions that help artists bring their work to life in vivid color and rich detail and ensuring that artists have innovative solutions, like ARTtrust, to preserve their artistic integrity and merchandising efforts.”

ARTtrust is available for existing and new prints and any Digital Fine Art Collection Pigment Print can be retrofitted on demand.

“In our continued efforts to protect the rights of authors, buyers and fine art dealers, Magnum has been aware of this development at HP since its inception as part of our technology partnership,” said Mark Lubell, managing director, Magnum Photos New York. “The ARTtrust concept corresponds to our efforts and Magnum Photos will actively participate in the upcoming testing phase of the solution.”

Bringing rich content to life through collaboration

HP is also announcing the HP Experts and Mentors network, a group of HP champions, celebrated and acclaimed photographers, digital artists, designers, architects and other innovative and influential individuals or organizations. As users of HP printers and solutions for a wide range of applications, HP Experts and Mentors share their experiences with other users and provide feedback to help HP better understand and address market needs. In turn, HP supports the network members’ initiatives with innovative solutions that help artists produce the highest quality results and create, access, manage and publish their content.

Championing the Photographer Community

In addition, HP announced Bieke Depoorter of Belgium as the winner of the inaugural Magnum Expression Award. She was selected by a panel of Magnum photographers including Alec Soth, Susan Meiselas, Paolo Pellegrin, Jonas Bendiksen and Louis Kim, marketing director of HP’s Graphic Solutions Business. Honorable mentions include Adam Panczuk and Michal Luczak of Poland.

Launched on March 16, the Magnum Expression Award recognizes the immense talents and contributions of photographers whose work showcases the global impact of photography. The contest received more than 2,000 submissions representing 17,000 images from 170 countries. As the contest winner, Depoorter receives a $10,000 grant to continue her work, a mentorship from a Magnum photographer and an HP Designjet Z3200 Photo Printer and supplies.  HP and Magnum Photos established the award to raise awareness for and inspire change through photography.  With great individual vision, the participants have exhibited strong visual literacy and innovative presentations of stories focused around this year’s theme of Communities. The award ceremony will take place on Friday, October 24th at 1:00pm EST in the exhibition space in the lobby of the Jacob Javits Center. HP and Magnum will begin accepting submissions for the 2010 Magnum Expression Awards on October 23rd. For information on the award program, visit http://expression.magnumphotos.com.

New Ideas, New Beginnings

HP also invites PhotoPlus attendees to join multi-award-winning photographer Thomas Hoepker of Magnum Photos and pioneering photo legend Joel Meyerowitz as they share their work and show how they are seizing new opportunities, technologies and developing new models for their art, craft, and business.  Eileen Gittins, founder and CEO of Blurb.com, will also discuss the importance and impact of the photo book revolution. Sponsored by HP, this panel offers a unique opportunity to benefit from the expertise and insights of three industry leaders.  The panel will be held on Friday, October 23rd, from 6:00 – 7:30 p.m. at the Jacob Javits Center rooms 1E15/1E16.

For additional information about ARTtrust, visit: www.ARTtrustonline.com.

More information about the HP Graphics Solutions Business (GSB) is available at www.hp.com/go/GSB. Up-to-date information about HP’s activities at the show is also available through the HP_IPG Twitter feed and GSB YouTube channel.

About HP

HP, the world’s largest technology company, simplifies the technology experience for consumers and businesses with a portfolio that spans printing, personal computing, software, services and IT infrastructure. More information about HP (NYSE: HPQ) is available at http://www.hp.com/.

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