HP has announced a digital printing solution for wallcoverings to help both print providers and wallcovering manufacturers capture more of the growing custom décor market.
The solution consists of a modular range of front-end, media, printing and finishing options, including the HP WallArt Solution - an intuitive tool that allows users to design, or work with customers through the cloud, to produce wallcoverings. A new partnership with AVA also provides design and Rip software for improved colour management and increased productivity throughout the design and print process.
The solution has been launched in time with HP’s collaboration with renowned designer Karim Rashid at this year’s Heimtextil event in Frankfurt, where together they highlighted the possibilities of digital printing for forward-thinking interior designers.
Rashid designed the lounge area of HP’s exhibition stand at Heimtextil (a well-established textile and interior decoration show) to inspire visitors and demonstrate the possibilities of HP’s digital printing solutions. He said: “The world is becoming very visually savvy and info-savvy, and ornamentation is a modus operandi for communication, for providing dimension, texture, pattern, depth and spirit; to embellish and add richness to surfaces and material and object. Today it can add emotion and meaning to the flat world that modernism has created.
“The HP Heimtextil booth acts as a portal to the digital world. To highlight HP’s digital printing capabilities, patterns are applied to a wide array of mediums. This creates an immersive and functional space without looking like a catalogue.”
Joan Pérez Pericot, marketing director of sign and display, WW Graphics Solutions Business, HP, said: “The trend is about differentiation with unique, one-of-a-kind design, from decoration customised around a brand image to personalised design reflecting individual tastes. With HP Technology, inspiration, differentiation and uniqueness become a reality from one-off customised designs to short-runs in exclusive design reproductions.”