In an era where personalization is paramount, Graphische Revue has taken mass customization to an unprecedented level with its first issue of 2025. The magazine has unveiled its latest edition with 4 250 unique covers, each tailored to individual recipients—a groundbreaking achievement that seamlessly blends mass production efficiency with bespoke design.
Marrying mass production with individualization
The objective was both clear and ambitious: to produce thousands of customized covers that resonate personally with each reader. This endeavour embodies the essence of mass customization, a strategy that merges the cost-effectiveness and speed of mass production with the unique preferences of consumers. Once a privilege of large corporations, this approach is now accessible to the broader market, enabling brands to envision a future where every product tells a personal story.
This endeavor embodies the essence of mass customization, a strategy that merges the cost-effectiveness and speed of mass production with the unique preferences of consumers.
In this project traditional static designs gave way to a dynamic concept, where flexibility and randomness play pivotal roles. The design team at open121, a Viennese brand and design agency, developed a set of rules governing the use of various parameters, allowing for near-infinite variations. This approach required embracing chance while meticulously avoiding errors—a challenging yet rewarding balancing act that culminated in a vast array of unique designs.
Central to this mass customization feat was the HP SmartStream Designer software
Serving as a bridge between graphic design and printing, the HP SmartStream Designer facilitated the creation of 4 250 individualized covers without necessitating thousands of separate files or print runs. The software enabled variable data printing, allowing for the integration of personalized elements such as the recipient’s first name. Additionally, features like HP Mosaic and HP Collage automatically generated unique designs by manipulating core patterns and combining basic elements, ensuring each cover maintained a cohesive yet distinct aesthetic. Furthermore, efficient imposition streamlined the arrangement of variable data on print sheets, optimizing the printing process and reducing waste. By leveraging these features, the printing press generated each cover fully automatically just before printing, exemplifying the seamless integration of design and technology.
The result of this innovative process was the creation of “MIWAU”—a unique and unconventional blend of dog and cat illustrations. Each cover not only showcased this distinctive imagery but also included the recipient’s first name, adding a personal touch that resonates with the increasing individualization of lifestyles and products. This approach challenges and reflects upon the growing trend of personalization in design, offering each reader a one-of-a-kind experience.
Bringing the vision to life was a collaborative effort
The realization of this project was a testament to collaborative innovation. The brand and design agency open121 developed a powerful illustration toolkit for creating the individualized covers, working alongside HP’s software specialists from Israel and digital printing experts in Barcelona. The final assembly and dispatch were handled by Print Alliance in Bad Vöslau, Austria, utilizing Muller Martini’s Acoro perfect binder to seamlessly integrate the customized covers with the magazine’s content.
This project not only broadens the graphic horizon but also expands the playing field for innovative and unconventional products.
Graphische Revue‘s endeavour into mass customization marks the dawn of a new era in print design. By harnessing advanced digital printing software and embracing a flexible design mentality, the magazine has set a precedent for how brands can tell their stories in more personalized and engaging ways. This project not only broadens the graphic horizon but also expands the playing field for innovative and unconventional products. As we move forward, the fusion of technology and design continues to unlock endless possibilities, allowing us to venture beyond traditional boundaries and reimagine the future of print media.
Images & video © Graphische Revue