(Image courtesy of Texintel.)

Digital technology has evolved at a fast pace over the last decade; and with these innovations, a new marketplace for the interior decoration sector has emerged. The creative freedom offered by inkjet technology has spawned a new generation of creatives and technicians; and together they have unlocked the sector, democratizing print and offering both entrepreneurial growth and convergence. Wallcoverings can now be manufactured at any volume using digital printing machinery, and the sector is set for accelerated growth.
In the recent webinar, “Doing more with Décor,” HP in partnership with Papergraphics, based in Crawley, UK, brought together an accomplished group of designers, printers, and product managers from across the market to explore applications and materials and to their share knowledge and success stories.
The printed surface is a combination of technology, design and style. The ambience of the product is ever-present, the surface reflects light, and the surface texture of wallcoverings adds both luxury and purpose within the interior. It's more than decoration; wallcoverings have to be practical, beautiful, and durable. They also have to meet strict fire regulations, be free of toxic components, and increasingly be environmentally certified.
Printing using HP Latex technology offers an environmentally secure technology that’s adaptable, efficient, and incredibly agile as the myriad of surface applications is almost endless. When teamed with the extensive media portfolio of Papergraphics, the industry is tooled with an arsenal of printed substrates which, in the hands of the designer, are being exploited to create stunning wallcoverings, interior graphics, and window decorations. The marketplace encompasses retail, commercial, residential, and hospitality and offers incredible opportunities for all stakeholders.
Personalization and customization are present in all sectors of the market as the consumer wants to stand out and uses digital technologies to simulate their own unique style for residential applications.
In the retail and commercial sectors, the specifier utilizes the creative function of digital to create brand identity across multiple surfaces. For the independent designer, HP technology has released them from mass manufacturing and enabled low volume, on-demand print procurement—creating the micro brand.
Together, we now see a re-energized industry that’s accelerating in growth as the ready availability of technology and specialized print media expands.
HP Latex digital printing technology has been designed with the future front of mind. It’s intuitive and supports the print technician by automating many of the standard manual tasks. For this reason, we see increased growth at all levels of the market from independent designers to industrial production. Offered at entry level price points and industrial, with various options for print speed, ink capacity, and carriage width, there is an HP printer to suit all budgets and applications.
Papergraphics offers an extensive selection of media which is available in any volume for decorative applications.
Thanks to Papergraphics' deep understanding of the interior décor industry, its substrates offer clients new applications and extended business growth. Michelle Dellow, Product Manager at Papergraphics, commented, “We are seeing a lot of interest from the commercial sector in our Digimura collection—clients need durable, environmentally friendly surfaces that are sourced sustainably. Our wallcoverings offer the designer innovative surfaces: textures, metallics, pearlescent, and even faux suede textile effects. All our substrates are certified and tested to meet the Interior industries stringent requirements.”
The wallcovering industry was once a specialist sector, producing millions of meters of printed products daily. Now re-equipped with digital technologies such as the HP Latex and a diverse selection of media, the sector is now wide open for convergence and entrepreneurial growth.
Pushing the boundaries of print is John Mark Ltd. who produces digital wallcoverings using HP technology from his state-of-the art factory in Lancashire. His business serves independent brands, large-scale designers, retailers, and specifiers for commercial projects. John Mark has reinvented the supply of wallcoverings; he has pioneered new ways to utilize HP technology and in doing so has built a thriving business. “HP Latex is allowing designers to experiment with patterns and colorways in a way they couldn't do previously. The setup cost for analog wallpaper was prohibitive—it’s a very expensive process. They can now literally design their pattern, print a small sample, and use it as part of the product's development, and then move on to produce when approved,” commented John Mark.
For the independent designer, HP technology has given them back control of their production.
Emily Dupenny owns the designer brand Dupenny and began printing digitally in 2009. Initially, she commissioned her prints to external suppliers; but as the business has grown, and technology has advanced, Emily took the next step and now manufactures her wallcoverings herself using HP Latex 800W technology. This was an important move, as it guaranteed supply to meet fluctuating demand and allowed her to expand her brand by improving speed of delivery.
Emily commented, “I'm super excited. It’s just going be great to have that full control of the manufacturing process, the freedom to try different colorways, different scales of designs, and experiment with new substrates. I will have so much more freedom to experiment and do different things and take more bespoke orders. I think that's quite a big thing. People now want unique designs in their homes and commercial projects. So, yeah, it's just going to open up so many opportunities for me to create and manufacture new designs.”
As the print industry evolves to meet the needs of the design and manufacturing community, the importance and availability of innovative print media cannot be understated. HP technology in partnership with Papergraphics, as witnessed in their latest webinar “Doing More with Décor,” serves to ignite the creative agenda and stimulate entrepreneurial growth for the printing industry alongside creating stunning interior products.