Why Epson Built a Giant Water Tank in Times Square

Epson celebrated the launch of its new printer with performances in a giant multicolor swim tank.

By Ian Zelaya October 1, 2015, 7:00 AM EDT

Photo: Jennifer Gonzales

Epson's 'Swimming in Ink'
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The launch of a new printer usually isn't as exciting as, say, the launch of a new iPhone. But Epson turned the debut of its new line of EcoTank printers into something of a spectacle with a colorful series of synchronized swimming performances in New York.

To showcase the new printers, which come ready with two years' worth of ink, Epson sponsored “Swimming in Ink,” a series of performances by the U.S. National Synchronized Swimming Team in Times Square on September 24. Team members wearing custom swimsuits—designed with Epson printing technology—gave hourly performances to passersby in a 17,000-gallon transparent swim tank, created by Ideko Productions.

The bottom and rear panels of the tank were designed with the ink cartridge colors of cyan, magenta, and yellow to provide the illusion that the swimmers were actually performing in ink, rather than the actual clear pool water. Located next to the swim tank, a tent offered pedestrians photo opportunities with the swimmers and the chance to test out the EcoTank printers.

The live routines, which were additionally broadcast on digital billboards in Times Square and live streamed on Epson's website, were also used as an outlet to showcase the sport heading into the 2016 season. In conjunction with the event, 16 Staples locations in New York provided customers with “Print All You Want” days on the new printers from September 23 to 25.

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