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Patricia Amesby Patricia Ames   

On May 9, Xerox unveiled the Iridesse Production Press, a high speed, six-station color press that combines four-color printing with up to two specialty dry inks in one printing pass. The Iridesse can print metallic gold or silver dry ink, CMYK and clear dry ink in a single pass. We were lucky enough to be invited to Xerox's Gil Hatch Center to preview the Iridesse in action.

Pre-event, Xerox mailed a package of samples to each attendee displaying the specialty embellishment capabilities of the new press, just to whet our appetite. Never one to avoid the bling, we were impressed with some of the art — the dry ink and metallic embellishments create some pretty luxurious results that seem well positioned to give print providers an edge in a competitive market.

The event started with an evening reception at the eclectic and artsy Artisan Works in downtown Rochester. Live music, craft beers, specialty cocktails and a gastronomic tour of local cuisine made for a perfect evening. 

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See what we mean by eclectic?

On May 9 the real fun began with the launch of the Iridesse, kicked off by Andrew Copley, Xerox’s President of Graphic Communications Solutions, whom The Imaging Channel had an opportunity to interview last year at Print17.

During the event, we also had the opportunity to speak with several beta customers of the new Iridesse as well as the iGen, and we’ll be writing about that next. In the meantime, we thought we’d leave you with a little more of what we saw:

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Mary Roddy, worldwide product marketing manager and Charles Dickinson, worldwide platform manager, gave us all a thorough (and funny!) tour of the new Iridesse.

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The case for CMYK+ was clearly spelled out for all in attendance.

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Workflow is a critical part of the print process and Joe Rouhana, VP/GM of the Software Business Group, gave us a live demo that somehow seemed to be all about me.

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Augmented reality is a growing marketing trend that also made an appearance at the event. Xerox has built an app experience around the specialty embellishments to show off the capabilities of the Iridesse.

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The inside of the iGen 5 revealed.

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Excellent keynote by David Usher, rock musician, artist and activist. He is trying to rescue us from our complacent souls and aid our rediscovery of our creative selves. Not sure how well I am doing ….

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Last but not least, the famous Xerox custom bike — for the very fast exit.

Patricia Ames is senior analyst for BPO Media, which publishes The Imaging Channel and Workflow magazines. As a market analyst and industry consultant, Ames has worked for prominent consulting firms including KPMG and has more than 10 years experience in the imaging industry covering technology and business sectors. Ames has lived and worked in the United States, Southeast Asia and Europe and enjoys being a part of a global industry and community. Follow her on Twitter at @OTGPublisher or contact her by email at This email address is being protected from spambots. You need JavaScript enabled to view it..