From the mind of Boss managing director Fenton Smith, the toy-like piece was unveiled in London on 12 September to an audience of designers, buyers and printers. It works by attaching a head and limbs to the cubed ‘torso’ of the Robox character. Poses are customisable and all appendages fit perfectly into the torso piece using hidden magnets.
Created in collaboration with paper manufacturer Fedrigoni, using their Sirio Pearl coal mine and platinum grades, and creative agency Studio Sutherl&, Boss did not disclose any plans to make the Robox commercially available.
“Robox in its current form is not intended to be for sale, though we did have some meetings with toy retailers about possibilities,” said Smith. “This project is essentially a multi faceted marketing tool. Its primary purpose was to demonstrate the creative power and possibilities of print.
“It is about showing and telling the story that a printed piece can deliver real value by delivering on its message again and again. We just decided to put it out there and share it.
“Having watched my kids, friends and associates interact with this piece, over the past months and also based on the positive feedback and reaction from our launch at Fedrigoni along with Studio Sutherl& we will see what happens in the future.”
Each Robox is foiled and die-cut on Boss's Heidelberg Windmill and a Crossland platens, then put through paper over board construction using Boss’ in house technique and assembled by hand. At the unveiling, attendees were able to watch the assembly process firsthand.
One Robox would cost around £150 to manufacture, as part of a batch of 200 units. Boss has so far put together 50 units with a view to create more, possibly developing the design further.
Smith said he was happy with the box’s reception at its unveiling and said the continuing marketing campaign will “show the impact of print and be a lot of fun along the way.”
Each part was decorated with symbols made of satin silver foil, hiding magnetic connections under protective gloss laminate.
London-based Boss Print was the winner of PrintWeek’s luxury packaging printer of the year at the PrintWeek Awards 2016.
It has been running for twelve years with 15 full time staff. It offers litho and digital print services, and a variety of finishing processes. It produces an extensive and varied range of products for a broad range of clients.
