Printing has always intrigued humans — both the printed medium and the technology responsible for it. From preserving and sharing stories and information to advertising products and publicising incentives to buy, printing serves many purposes, even in a time when digital media are shaking up the market with their disruptive innovation. Even today — perhaps especially today — a printed book, photo collection or magazine is something special for a lot of people, something they enjoy holding in their hands. What would Gutenberg find interesting about modern printing technology? What would challenge him if he considered the technical, financial and marketing aspects? What would he say and what inspiration might he draw when he found out that we can print on media other than just paper — packaging, for instance?