EN sat down with Jane Wickens at Confex, head of marketing at Solopress and sponsor of International Confex 2025, to explore emerging trends in AR, the evolving relationship between print and digital, and why the human connection remains essential in the events industry.
Solopress is one of the UK’s largest online printers, specialising in banners, flyers, and other materials designed by their in-house team based in Southend. As the events industry continues to embrace digital transformation, the company has begun to develop and innovate with technology, particularly augmented reality (AR).
At Confex, Solopress used AR to turn the ExCeL building into a digital display, where scanning a QR code revealed a large peacock and highlighting how AR can link physical spaces with digital engagement.
Blending print with digital
According to Jane, one of the most exciting developments in the industry is the fusion of physical print with interactive digital experiences. AR is playing a key role in this shift, adding a dynamic layer of engagement to traditional materials. Think of printed ads or brochures embedded with QR codes that, when scanned, trigger animations, 3D models, or immersive pop-up content. This approach not only captures attention but also bridges the gap between traditional print and modern, tech-driven marketing and creating a more memorable and interactive user experience.
Challenges and opportunities with AR
While AR technology is still evolving, its potential for transforming marketing and events is significant. Solopress began integrating AR into their products around six months ago, exploring new ways to blend print with interactive digital content. Jane acknowledges that while scalability and seamless integration are still catching up, the technology is advancing quickly. She sees enormous long-term opportunities and not just for enhancing creativity, but also for delivering more engaging, personalised user experiences that traditional formats can’t match.
Will AR replace print outright?
Not at all, says Jane. AR is a powerful, complementary tool but not a replacement for print. “In the events space, human connection is still what makes the experience truly memorable,” she explains. “AR can add layers of interactivity and excitement, but it can’t replicate the tactile, personal experience that print delivers.”
She emphasises that print materials still play a crucial role in event branding, communication, and atmosphere. “There’s something impactful about a beautifully designed printed piece, it creates a tangible moment that people remember. AR enhances those moments by adding dynamic content, but the foundation is still print.”
For Solopress, the future lies in striking the right balance: using AR to elevate print, not eliminate it. “It’s about creating smarter, more engaging experiences and not replacing the physical with the digital, but letting them work together.”
Audience response
The feedback so far on the AR peacock? “Incredibly positive,” says Jane. Attendees were not only surprised but genuinely intrigued by the unexpected digital element layered onto a familiar space. Many stopped to interact and shared the experience on social media which was exactly the kind of engagement Solopress hoped to inspire. “It sparked conversations and curiosity, which is exactly what we wanted,” Jane adds. “It showed how AR can turn something static into a talking point.”
Emerging event trends
With technology evolving rapidly, events are becoming increasingly interactive and immersive, transforming how brands engage with their audiences. Jane highlights a standout example that illustrates this shift: “Volkswagen used a QR code during an ad break that let viewers virtually ‘drive’ a Polo or Golf, an innovative use of creative digital space that brought the experience directly into people’s homes.”
By simply scanning the code with their phones, viewers were transported into a virtual test drive, blurring the line between passive advertising and active participation. This kind of tech-driven engagement is redefining the boundaries of traditional marketing and paving the way for more personalised, immersive experiences.
It’s an exciting time for the company – this is just the beginning, with more tech innovations on the way.
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