Toppan Printing Co., Ltd. (hereafter Toppan Printing; head office: Chiyoda Ward, Tokyo; President & CEO: Shingo Kaneko) will open an "Ultra-realistic Visual Laboratory" that will use the latest expression technologies such as computer graphics and 3D visuals to provide integrated support for the sales promotion activities of businesses including manufacturers and distribution companies. From late July, this laboratory will start full provision of integrated services in line with companies’ needs and challenges, from development to production, operation, and consulting for expression methods for highly realistic visual media such as virtual showrooms and 3D visual content for shops.

"Ultra-realistic" refers to new expressive technologies that use technologies such as computer graphics and 3D visuals to enable a sense of actually being in an environment yourself or viewing something right before your eyes.
In 2010, 3D films are becoming popular and 3D televisions for the home are also being made available from various manufacturers. In Japan it is also predicted that for both consumers and businesses, the highly anticipated use of electronic information terminals, the development of devices through simulation using computer graphics, in-store displays using 3D visuals, and other highly realistic communication methods that appeal to the 5 senses will grow into a significant market.

The "Ultra-realistic Visual Laboratory" will bring together the know-how that Toppan Printing has built up in the fields of computer graphic reproduction for television shows, virtual reality (3D archive) technology used for world heritage, and high-definition computer graphic production for catalogs for industries including automobiles and housing equipment. Based on these high quality visual expression technologies, by fusing together technologies including 4K video for digital cinema, which is gaining attention as a next-generation visual communication method, and augmented reality, the laboratory will provide an integrated service from development to production, operation, and consulting related to new expression methods that meet the needs of companies and are used in locations such as shops.

Overview of the Ultra-realistic Visual Laboratory
-Based on new expression technologies such as augmented reality (AR), virtual reality (VR) and 3D, the laboratory will plan, develop and produce content such as virtual showrooms and virtual shopping that provide "a sense that you can reach out and touch things".
-Use of high-definition video technologies and the latest computer graphic technologies to provide items such as VR content, 3D video content and high-definition content that give a realistic sense of actually being in an environment.
-Proposals for devices that meet customer needs such as naked-eye 3D displays, displays for which 3D glasses are used, theater and the internet, and consulting on in-store displays.
-Content development and visual production expression technology research that looks at the latest video device technologies such as next-generation 3D displays, ultra-high definition displays and imaging/input devices.

Toppan Printing will identify market trends related to content such as video and undertake the verification of new technologies in Japan and overseas in order to support the solutions for companies.

Background
The evolution of internet-based video and mobile terminals, and the sophistication and increase in capacity of networks such as for digital signage, have brought dramatic change to methods of communication. In addition, services for electronic books have taken off in the U.S. and are becoming widespread, and have now surfaced in Japan, meaning that the spread of paperless media will be further accelerated in the future.
-In 2010, 3D televisions for the home are being rolled out by the world’s domestic electronic appliance manufacturers and new methods of communication using new expressive technologies (ultra-realistic expression) are spreading quickly, such as with the switch to 3D compatibility for Blu-ray Discs and games consoles. -With OOH (out of home) advertising, in-store electronic POP tools and other items, promotional methods are rapidly becoming media-based and there is growing demand for new promotional methods using content.
-For some time, Toppan Printing has been accumulating know-how in three-dimensional expression such as in stereo printing used for companies’ sales promotion activities, and also in high-definition computer graphic production technologies and video production.
-It is anticipated that the scale of the market related to content such as video will expand further in the future and become around 20 trillion yen by 2015. Source: Ministry of Economy, Trade and Industry.
(http://www.nii.ac.jp/userimg/workshop/h21/1-1.pdf)

3DCG Ultra-realistic virtual showroom /joint development Bunkspeed

"Space station floating on an asteroid" *National Institute of Information and Communications Technology (NICT) 3D visual standard test content / joint production NHK ART

Sales target
Toppan Printing is aiming for sales of approximately 10 billion yen by fiscal 2012 including orders for related services.

*The "Space station floating on an asteroid" 3D CG content, 3D visual standard test content is one of the pieces of "standard test content" necessary for systematically conducting various evaluations and tests for 3D visual content such as the comparative evaluation of the functions and performance of visual display devices, the assessment of image compression technology and evaluation of impact on the human body. This content was jointly produced by Toppan Printing and NHK ART and can be viewed free of charge on the National Institute of Information and Communications Technology (NICT) homepage.

Please see the following webpage for information on the "Ultra-realistic Visual Laboratory":
http://solution.toppan.co.jp/service/visual.html