This page contains a Flash digital edition of a book.
TOTAL LICENSING
SPORTS STADIA IN PAPER
... IMAGINE!
Peter Wroe’s sports hospitality com- effects and flood lighting. TheThe book book that their ground, the world-famous
pany attracted clients that included contains a 24-page pictorial history of Yankee Stadium, is being pulled down
Sports Illustrated, American Express, the club with more than 100 images next year as the team moves to a new
Pepsi-Cola and ABC Television. Peter from club archives. It also includes six home.
quickly discovered that hospitality iconic postcard images, and a stadium Imagine Paper is also preparing to
was a key element to seamless event development history featuring con- expand into Spain, being careful to
management and that’s where Imagine struction notes, as well as all the great consider rivalries, for example, creat-
Paper was born with Peter as Manag- events and characters associated with ing Barcelona’s Camp Nou Stadium
ing Director. the club. would also require doing a model of
Says Peter Wroe: “We had done a lot The Highbury 3D Celebration book is
of hospitality work with Arsenal sup- the first of three major sports-related
plying team shirt napkins, menus, and products from Imagine Paper. The Old
table numbers. I wanted something Trafford 3D Celebration – which in-
different for the table centrepiece to cludes digital impressions of 70,000
replace traditional flower arrange- seats – was released in July. Coming
ments and I had the idea to do one in next is a Twickenham 3D Celebration,
the shape of the Stadium.” due out in time for the Six Nations
“As we built it we could see its foot- Tournament in January 2008, which
print getting larger and larger,” Peter also includes a commemorative DVD
recalls, “and that’s when I took the of great moments at the famous old
leap to turn it into a book. We had ap- ground.
proached Arsenal with a view to doing The Highbury and Old Trafford mod-
a model of the new Emirates Stadium els have been selling very well at W.H.
but it was their idea that we do High- Smith high street stores as well as the
bury as a commemorative product to club stores and from Imagine Paper’s
mark the end of their time there.” own website at www.imaginepaper. Real Madrid’s Bernabeu Stadium.
From that basic idea evolved The High- co.uk.. As Peter Wroe points out, this type of
bury 3-D Celebration - aa pop-uppop-up scalescale Says Peter Wroe: “There is a huge paper engineering lends itself to more
model of Highbury Stadium, home of amount of potential here for the gift than just sports stadia. The main focus
Arsenal from market and of the company is on sports and en-
1913 to 2006 the collectable tertainment and in that spirit ImagineImagine
- whichwhich has has sector. In ad- Paper has also produced a detailed
taken paper dition to this scale model of both the arena stage
engineering first trilogy of and the stadium stage from Genesis’
technology to historic English 2007 tour - Genesis: Anatomy of a
unprecedented stadia we have Tour - Turn It On Again in 3D also in-
levels. now have plans cludes a DVD of the original concept
More than for more in Eu- presentation by the show’s designers
just a fold-out rope and the and souvenir book.
book, the High- USA.” Going forward, Peter sees a lot of po-
bury 3D Cel- At this year’s tential in reducing the models in scale
ebration model New York Li- for smaller products such as match
includes au- censing Show, day souvenirs and gift boxes. There is
thentic Arsenal for example, also the possibility of moving into the
terrace chants, Imagine Paper small screen; Granada Ventures have
floodlighting, was in serious opened discussions with Imagine Pa-
and digital im- discussions per about 3-D Celebrations for their
pressions of with a number prestigious television properties.
every seat at of potential Imagine Paper’s expertise in paper
the famous old ground. A whole new licensees who are looking to create engineering was recognized with a
technology has had to be devised to similar models of baseball grounds. nomination for The Innovation Award
accommodate four stands – each of a The New York Yankees, for example, at this year’s Licensing Awards in Sep-
different height – as well as the sound are in a similar position to Arsenal in tember.
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