Case Study: Kirkwood's Magical Commemoration of Wicked's 20 Years on Broadway

Introduction: In December 2023, Kirkwood, a distinguished world-class printer, proudly unveiled a spectacular project to celebrate the 20th anniversary of the iconic musical "Wicked." This exceptional endeavor was a testament to Kirkwood's commitment to excellence and their role in immortalizing the magic of one of Broadway's most beloved productions.

Background: "Wicked," with its music and lyrics by Stephen Schwartz and a captivating book by Winnie Holzman, intricately weaves the narrative before and after Dorothy's arrival in the Land of Oz. The heart of the story revolves around the unlikely friendship between Elphaba Thropp (Wicked Witch of the West) and Galinda Upland (Glinda the Good). Premiering at the Gershwin Theatre in October 2003, the Broadway success of "Wicked" resulted in numerous awards, including three Tony Awards, seven Drama Desk Awards, and a Grammy Award for the original cast album.

On April 11, 2023, "Wicked" achieved a significant milestone by surpassing Cats as Broadway's fourth-longest running show, with its 7,486th performance. Its global impact extended to 16 countries, breaking box-office records in major cities. The musical's triumph paved the way for international productions, solidifying its place in Broadway history with over $1 billion in total revenue.

The Project: To commemorate this extraordinary journey, Kirkwood embarked on the creation of the 20th-anniversary commemorative book for "Wicked." The casebound anniversary issue aimed to encapsulate the tale of friendship, struggle, and the defiance of gravity that defines the essence of "Wicked."

Craig Wenrich, SVP Sales at Kirkwood, played a pivotal role in the project. From conceptualization to selecting the perfect fabrics and print techniques, Wenrich brought his passion and expertise to enhance the book's quality. The use of Verona black cloth, along with sophisticated print techniques such as debossing, foil stamping, and Smyth sewing, resulted in an extraordinary collaboration that truly embodied the magic of "Wicked."

Result and Impact: The 20th-anniversary commemorative book became a tangible expression of the enduring magic of "Wicked." As fans revisited the journey of Elphaba and Glinda, they were invited to relive the spellbinding moments that have made "Wicked" an integral part of the theatrical landscape for the past two decades.

The book's quality, achieved through meticulous printing techniques and the use of premium materials, added a new dimension to the celebration. The Verona black cloth, debossing, foil stamping, and Smyth sewing techniques not only enhanced the visual appeal but also created a sensory experience that resonated with the essence of the musical.

Conclusion: Kirkwood's collaboration on the 20th-anniversary commemorative book for "Wicked" showcased their dedication to excellence and their ability to capture the essence of a theatrical masterpiece. This project stands as a testament to Kirkwood's commitment to preserving the magic of significant cultural milestones, ensuring that the story of "Wicked" continues to captivate audiences worldwide. Through meticulous craftsmanship and creative collaboration, Kirkwood played a vital role in immortalizing the enchantment that has defined "Wicked" for two decades.