01 September 2025
Big Image to Share AI Insights at Sign&Print Fair
At the Nordic region’s leading meeting place for print and visual communication, Sign&Print Scandinavia 2025, Amanda Crabo, AI Lead at Big Image, will take the stage to speak about how AI is transforming the way we create experiences in the physical world.
With a scenographic mindset and a deep engagement in the emotional power of images, Big Image explores how AI can enhance experiences that move people - on stages and in spaces - and when it does not. The lecture will explore the tension between technology and emotion, with examples from some of Big Image’s innovative projects.
One of these is what is likely the world’s largest AI-generated image - a 50 x 10 meter beach motif created for The Beach, an indoor arena outside Stockholm. The image, which was taken from screen to reality using both AI tools and traditional image craftsmanship, illustrates how technology can be used to create visual worlds.
“Working with AI in large format is not just about resolution but also about understanding. It requires a feel for light, image, and composition, and knowledge of both new technology and traditional craftsmanship,” says Amanda Crabo, AI Lead at Big Image.
Sign&Print Scandinavia takes place on October 7–9, 2025, at Kistamässan in Stockholm.
About Big Image
Big Image is a pioneering family business creating emotional impact through world-class, off-screen visual experiences—for any stage, brand, or occasion.
Founded in 1987 by photographer and inventor Werner Schäfer, Big Image is widely recognized for its scenography heritage and groundbreaking premium printer, capable of producing seamless images up to 50 × 12 meters—the size of the Statue of Liberty.
With production studios in Stockholm and Berlin, home to a versatile high-end stagecraft team and toolbox, Big Image works with iconic brands and institutions like Netflix, Chanel, GANT, the Royal Swedish Opera, and Broadway theaters. Today, its innovation and craftsmanship drive visual excellence across events, museums, exhibitions, airports, retail- and brand activation—anywhere off-screen visual expertise creates impact.
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