Named the world’s finest photograph lab, WhiteWall is in fixed pursuit of excellence within the bodily replica of images. How do they do it, what motivates them, and is there actually a distinction? I took a visit to WhiteWall’s manufacturing unit in Germany to seek out out.
My relationship with know-how has by no means been so bipolar. On one hand, I admire the developments in tech and all the brand new potentialities that it brings. Then again, I discover know-how discussions and debates fairly boring, as a substitute searching for peace in conventional approaches and strategies. Printing has all the time intrigued me, however I by no means had the time to dive deep into it. After I was beginning out, I went to the native printers and had my photographs printed. Then, as soon as I began taking pictures rather a lot, I finished for some time, and would solely print works when a collector would have an interest. Sooner or later, a pretty big collector approached me and mentioned they wanted a particular print that might look completely different. They wished a print that might seem like those offered at Lumas. For reference, Lumas is without doubt one of the most profitable business galleries promoting photographic works.
I used to be a frequent customer on the native Lumas retailer and was all the time mesmerized by how good the prints appeared. That they had a sure life-like high quality to them, a high quality I haven’t seen wherever else. I saved seeing such prints at exhibitions I might go to, and they might all the time be distinctively completely different from the rest. Ultimately, my curiosity couldn’t be tamed, and I requested the individual working at Lumas the place the prints got here from. The reply was WhiteWall. And so, I went down the rabbit gap.
How Is It Made?
It’s all the time fascinating to see how issues are made, particularly a product, a model of which, you can also make at dwelling. Nonetheless, in case your selfmade print can be a landline cellphone, a WhiteWall print can be the most recent iPhone. The leap is huge, and seeing what makes WhiteWall particular was fairly an eye-opening expertise.
I went into the tour of the manufacturing unit with pretty good data that there are lots of labs that supply prints. Printing as a service is broadly out there, at quite a lot of worth factors. All of it is dependent upon what high quality you want, and what merchandise you want.
The very best quality does come from WhiteWall. This has been confirmed by plenty of exams from unbiased opinions, myself, and different establishments.
It All Begins Right here
Each print at WhiteWall begins off as half of a giant sheet. The photographs are printed on these giant papers. Relying on the print you choose, it can both be printed with ink, or with laser publicity. Whether it is printed on specialised black and white papers, your paper will first undergo lab testing and preparation.
Whereas ink printing is kind of easy, laser publicity just isn’t. UltraHD photograph prints is a know-how that solely WhiteWall has. The advantages of utilizing an publicity course of with a solid-state laser are apparent: the small print are sharper, extra life-like, and go away a way more lasting impression on the viewers. WhiteWall’s ultraHD prints on Fuji Crystal DP Maxima paper are in a position to produce tremendous sharp pictures, and maximize each picture’s potential. One other advantage of such know-how is deeper blacks and extra saturated and vivid colours which last more. WhiteWall claims a ten% enchancment in most density, and a staggering 21% improve in shade house quantity.
The printing itself takes place in a big manufacturing corridor, which is climate-controlled, for final consistency. As an artist, you is likely to be promoting a collection of 5, and have to make it possible for all the photographs are an identical when it comes to print high quality and replica. WhiteWall is ready to obtain that for you.
It’s All About Element
There are shade charts printed on each giant sheet WhiteWall produces, with the intention to be certain that the prints are in keeping with each other, from order to order. The eye to element within the printing course of took me unexpectedly.
WhiteWall has a number of benefits over different printing companies. In addition to nice printing high quality and belief from the world’s main galleries and creatives, WhiteWall can be the one place that may print ultra-detailed photographs in customized sizes, as much as 196 x 94 in or 500 x 240 cm. Think about a single-piece print that’s 5 meters tall and a pair of.4 meters extensive. That is referred to as a Masterprint, which may simply weigh round 100 kilograms. The know-how behind the Masterprint is rather like the Coca-Cola formulation: it’s only identified to a couple individuals and is saved secret from the remainder of the workers. You will have seen WhiteWall Masterprints in first-class lounges, luxurious automobile golf equipment, and different upscale locations. Chances are high, these giant prints are WhiteWall Masterprints. 
Ending
Following printing, comes the mounting and sealing course of, after which the photographs are reduce up into their respective sizes. Following this course of, the photographs are completed and framed. In relation to framing, WhiteWall has a plethora of choices.
Framing is finished in-house with a number of the best uncooked supplies sourced from Italy, Germany, and different international locations. As such, the frames may be custom-made to suit the print you take note of, the best way you take note of. WhiteWall has quite a lot of choices. I noticed over 30 completely different wooden frames, amongst steel, pop artwork, and different choices. The framing division is a separate a part of the manufacturing unit. Whereas there may be loads of know-how within the WhiteWall facility, I might nonetheless think about the ultimate product to be handmade. As such, the framing, mounting, and last touches are certainly accomplished by hand. Expert professionals hand-frame a whole lot of photographs a day, with an enchanting diploma of precision. This all contributes to the longevity and excessive worth of the ultimate product.
Leaving The Facility
On the finish, in fact, the photographs are rigorously packaged, and shipped out. Every print is rigorously wrapped with the intention to shield it from any injury throughout transport. Additional-large orders such because the Masterprint get particular remedy, resembling effective artwork crates. Ought to the cargo arrive broken to you, WhiteWall will substitute the print at no cost. From what I noticed, the largest purpose for returns is injury throughout transport, which is already a extremely uncommon case. WhiteWall has very sturdy high quality management, and screens every particular person print from the second the order arrives to the second it leaves the manufacturing unit.
Closing Ideas
It was an enchanting behind-the-scenes expertise over at WhiteWall. Their print high quality is tough to match, partially on account of patented applied sciences, but additionally as a result of means to customise the print in additional methods than you’ll be able to consider. Whereas it’s a premium product, it’s a one-time buy. As macabre as it’s, the probabilities are that these prints will outlive the artist, which is maybe one of the simplest ways to actually freeze a second in time, for many years.
