01-08-2014: 3D Systems appointed pop and hip hop star – will.i.am, as its Chief Creative Officer

This was an unprecedented event in the still-niche AM industry

On January 8, 2014, 3D Systems proudly announced that pop music megastar will.i.am, known for his work with the Black Eyed Peas, had joined the company as its Chief Creative Officer. This was an unprecedented event in the still-niche AM industry, as a true celebrity was brought on board to elevate the company into the world of big business. The company planned to leverage his international network within the creative industries to expand into areas such as fashion accessories, entertainment and lifestyle brands, as well as sustainability initiatives.

The primary role of the new CCO was to lead the company’s creative division and bring the Cubify line of desktop 3D printers into the mainstream. He was expected to use his position in show business and extensive connections with top brands and celebrities. 3D Systems also aimed to launch a range of new product lines featuring gadgets and everyday items under the Cubify brand.

Unfortunately, none of this came to fruition. The new Cubify 3D printers were delayed for months, and when they finally launched, their poor performance and subpar quality fell far short of the grand promises made during their high-profile unveiling in January 2014. Meanwhile, the market saw the emergence of numerous new 3D printer brands that caused more disruption. One standout was XYZ Printing and its ultra-affordable da Vinci 3D printers.

So what did will.i.am accomplish? In June 2014, he introduced the EKOCYCLE 3D printer, a modified version of the Cube 3, designed to print using "eco-friendly" filament made from recycled plastic bottles. He even managed to involve Coca-Cola as a partner. Despite the catchy concept and striking design, it was a commercial failure.

Fabbaloo once published an article describing how EKOCYCLE printers were spotted in London’s prestigious Harrods department store, displayed alongside extremely expensive and exclusive clothing and household items. However, according to the article’s author, Kerry Stevenson, the entire setup came across as rather absurd.

Beyond that, little else materialized. Colleagues have mentioned that in 2014, during the Euromold trade fair, will.i.am was reportedly walking around the halls handing out 3D Systems brochures, without drawing much attention to himself. However, I didn’t witness this firsthand, so it remains anecdotal.

Will.i.am most likely parted ways with 3D Systems at the end of 2015, alongside Avi Reichental’s departure and a series of significant changes at the company, including the discontinuation of the Cubify brand.

Source: www.globenewswire.com