The demo had originally been planned as part of Fujifilm’s Drupa 2020 exhibit, and has now been reimagined as 'The Real Production Show'.

“It was a project we planned to show at Drupa and I loved it so much I wondered how we could keep it alive,” explained Mark Stephenson, product manager for digital printing and press systems at Fujifilm Europe, who will host the event from Coventry.

Printing will be carried out at Fujifilm’s Advanced Print Technology Centre in Brussels, with the cameras then switching to Harris & Bruno Germany for coating, and finally to Highcon in Israel for cutting and creasing.

“We thought ‘let’s throw caution to the wind’ – this will be more entertaining than looking at grey people in grey boxes!” Stephenson quipped.

“It’s all live, and it’s going to be fun.”

Fujifilm has worked with the other two manufacturers before at open houses and exhibitions, and a number of its customers also use kit from one or both of them.

The focus of the event will be on the added-value of digital printing and finishing.

The Real Production Show will take place at 2pm BST on 24 September.

The folding carton element is the first part of a two-part project and will hold printed postcards based on a photo essay project by a Brussels-based photographer.

A follow-up event broadcast from Japan in October will involve the production of 18 postcards to go in the box, featuring different coatings and production methods. 

“Of course, for all the advantages of a virtual event, when it comes to print, there is no substitute for seeing the real thing and holding it in your hands. So all attendees will have the opportunity to request a finished piece to be sent out to them after the event,” Stephenson added.

More information and details about how to register can be found here.