Exploring the Power of Print at Printeriors Berlin 2022
Debbie McKeegan shares the products that were featured and showcased at Printeriors during FESPA Global Print Expo 2022 in Berlin in June. Sponsors included Drytac, HP, Brother, Kornit Digital, Mimaki and Durst.
The Interior décor industry offers the printing community a substantial opportunity. As a market sector with many, many layers, and where printed products range from textiles, wallcoverings, flooring, fine-art and carpets to printed surfaces for glass, metal, wood and composite materials - the product list is seemingly infinite. As ink-jet technologies have evolved so have the creative surface applications. Almost all surfaces can now be printed. Inks, print technology, and software applications advance continually to fine-tune and adapt to market shifts and consumer behaviours.
At the intersection of design and technology – digital process is driving and accelerating market disruption.
Decorative print enhances a products value, it promotes affluence and creates unique provenance. In the Décor space design captures creativity, it seals a moment in time, it records social behaviour and highlights global trends. The Décor industry is expansive, it is design led and encompasses a vibrant global community. Digital printing empowers both the creative and the manufacturer and whilst utilising digital technologies, it enables interior designers and decorative print designers to work together to create beautiful products and incredible spaces.
Historically, customised and personalised products were only available to prosperous, wealthy clients – digital technologies have upended that, to revolutionise creativity, to democratise the manufacturing industry and to deliver autonomy for all sectors. As a market previously held back by its lengthy, carbon heavy supply chain, we now have a new generation of creatives, furnishing brands, independent designers, retailers, wholesalers and savvy entrepreneurs - all of whom harness the on-demand digital print model to engage new business and fulfil the markets requirements.
Printeriors, this year held in Berlin, showcased the application of digital technologies for Interior applications. Supported by the printing community it demonstrates the power of digital printing across multiple products, print processes, inks and materials. This year the feature was sponsored by Drytac, HP, Brother, Kornit Digital, Mimaki and Durst along with the valued support of many other technology, software and material partners from the across the print community. All of which will be spotlighted as we review the products that together delivered Printeriors in the weeks ahead.
Speaking on which applications/technologies offer the wider print community exciting growth opportunities in the décor sector? Terry Raghunath, Business Development for Printed Decorative Applications at HP commented: “The areas that will drive growth are those that match market demand with the digital print technologies that make it possible. The home furnishing market is undergoing an analogue to digital transformation. At this moment, the hot decorative applications are those that enable customization, and shorts runs (exclusive design). Specifically, this means wall coverings, window coverings, soft-furnishings and upholstery. All the hard-surface applications like flooring, laminates, and architectural glass are also great growth opportunities”.
All products on display within Printeriors are manufactured with the help of the industries many specialists, applications teams and materials suppliers. Ivan Lesmana, Communication Coordinator EMEA at Mimaki Europe B.V.
commented: “Printeriors has become a staple part of the FESPA exhibition, helping visitors get inspired with the interior décor applications possible, from cushions to carpets, before they enter into the exhibition halls and see the printing technologies that made them”.
“This year’s exhibit also showed how interior décor extends beyond textile printing to other technologies, such as UV printing, and addressed how the market is tackling other aspects, like sustainability, through its choice in materials. The pandemic and with it the increase of those spending time at home, triggered a significant period of growth for the interior décor market, and that has continued, with companies seeking out on-demand, bespoke textiles. To match that customer demand, we have ourselves focused on improving productivity with our latest textile printing technologies, e.g.TS330-1600”.
Printeriors aims to provide a snapshot of key disruptive technologies and the opportunities they represent. Direct to garment printing is making an impact on Interior Décor sector. We asked Folker Stachetzki, Head of Marketing at Brother: Why does the Interior industry offer Brother an exciting opportunity for digital disruption?
“Our printers, which are well established in the apparel industry for years, are the perfect solution for the interior industry to produce shorter runs or even personalised items without much effort. Thanks to our advanced printing technology, it doesn't matter what material you want to print on. Whether cotton, polyester, leather, silk or other materials - all this is possible with the same ink and without having to make any major changes to the printer”.
Focussing in on the textile industry and the products on display manufactured by Kornit Digital, we asked Sharon Donovich, Marketing Director, Global Events and Customer Success - Why is the Interior industry primed for digital disruption? “The Interior industry primed for digital disruption for similar reasons as the Fashion industry. The move to e-commerce, the ability to fulfil next to the customer, endless designs possibilities with no actual inventory and the fast replenishment of repeated order - all push towards digital production. On top of that, sustainability and protecting the plant is a key factor in regulation and production today”.
“Kornit applications offer a great fit for inhouse applications like wallpaper, draping, kitchen, bathroom, living room and more. Kornit Digital’s prints are safe for babies and have CPSIA certification, plus there’s special effects to explore: XDi and Neon prints that create 3D effects and unique designs and have perfect fit to outdoor home textile due to its UV resistance”.
Printeriors offers the manufacture and the supplier an inspiring showcase that seeks to empower its audience by delivering technology, knowledge and innovation. Wherever your business is placed in the Décor space, there is disruption, challenges to be overcome and a landscape filled with opportunity.
Over the next few weeks, we will drill down into the products on display to explore the nuances of production and the technologies utilised to bring you Printeriors Berlin 2022. Watch this space…to be continued:
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