Laserchrome

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I was at the PhotoFair San Francisco this morning and saw a number of photographs which were described as Laserchromes. Google led me to a Florida graphics printing company, but there was no technical information - just a bunch of marketing gobbledygook. Anyone know what a Laserchrome is?
 
I found the site that you went to, and also this:


"HD Laserchrome ® is a unique digital-laser embedding process. The "Laserchrome ® Dimensional Process" sets the image apart with its' identifiable qualifiers: surface depth and dimensionality, exceptional color accuracy and High Resolution results"




Which essentially tells me less than nothing. I suspect that it's a giclee ($100 word for inkjet) print made from a scan or a digital file, and which may or may not be laminated.
 
I called a place in Az that also offers them, and he said that it means they're inkjet or gigleee prints that are made on a chrome substrate.
 
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