In many ways, 3D printing still is unknown territory – especially for customers. Professionals often use it, e.g. in prototyping. The printing process will produce this specific quick-and-dirty-aesthetics that in some way is appealing. However, few people know that 3D printing today is used in the most sensitive business of jewellery making of prestigious brands such as Cartier. Customers will not know about it because the new technology still has the image of rough and cheap. However, nowadays, there are machines capable of printing precious metals as gold and platinum directly through laser sintering and there is also the possibility to combine 3D printing with the traditional method of lost wax casting, merging new and ancient techniques.
Kilian Feller is a graphic designer and in business for a few years now. Unlike many other designers, who just start up their business without a target group in their mind, he identified a niche market: motion branding.