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HP is expanding its digital printing solutions for wall décor, aiming to help printers capture new revenue through custom wallcoverings for commercial, retail and residential spaces.
Markus Benesch, designer, presents his new HP wall decor collection at Heimtextil 2014
The expanded suite includes new content, design and mobility features for HP WallArt, as well as updated finishing and media options.
HP WallArt is a cloud-based web service that helps to simplify the design, visualisation and productions of custom wallcoverings. Newly added WallArt features include an alliance with stock photography company Fotolia – opening up access to a range of images and artwork, integration with customers’ online storefronts for customised branded web-to-print solutions, a WallArt iPad app and more options for canvas prints.
HP says more than 1,100 customers in 66 customers are already using WallArt, with free access for new and existing HP Latex Printing Technology customers.
Other bonus extras include new PVC-free Durable Suede Wall Paper, a sustainable wallcovering for high-traffic commercial areas, certifications for HP Latex inks by third party labs and automatic winding systems from Fotoba International to help reduce labours costs and improve efficiency.
Jeff de Kleijn, director and general manager of the Graphics Solutions Business – Sign and Display with HP Asia Pacific and Japan, says, “The wall decoration market is on the verge of major change enabled by the speed, quality and versatility of HP Latex digital printing technology.
“Working with industry-leading vendors, HP provides innovative tools and solutions across the entire workflow to help wallcovering manufacturers and printing companies differentiate their offering, reach new customer segments, push creative boundaries and ultimately bring in new revenue.”
HP is currently showing off its wall décor possibilities at textile trade expo Heimtextil in Frankfurt, with a showroom created by industrial and interior designer Markus Benesch.
Benesch says, “My goal is to encourage spectators to think outside of the box and see the unusual ways in which digital printing can dramatically alter a space, as well as the design workflow.
“HP digital printing technologies create a world where designers no longer need to print large batches of wall décor at once, but where they can be fast as light, moving immediately from idea to design to production to delivery.”
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