First impressions are important and Heiko Goetz, owner of MTex Goetz + Goetz knows how to create a good one. Customers entering his print shop are greeted by a large showroom where a gallery of impressive prints and applications are on display. Originally founded as a print shop for textiles, apparels and "just a few" large format prints, over the last nine years MTex has evolved into a well respected print shop in the Hamburg region, with a reputation for high-quality large format prints and innovative applications.

The company's growth and market reach was further boosted when MTex invested in the new HP Designjet L25500 Printer. "When we heard about the new HP Latex technology and specifically the HP Designjet L25500 Printer, we had to try it for ourselves. We wanted a replacement for our solvent printer that offered the same or even better quality for photographic printing, yet without the environmental issues," explains Heiko Goetz, owner, MTex. "As the machine requires no special ventilation and the inks contain no HAPs it has created a much healthier working environment for my employees, who immediately commented on the improvement in their working conditions."

The L25500 is capable of printing a wide range of applications - from indoor point-of-purchase displays, exhibition graphics and interior décor like wall murals and fabrics to outdoor banners, bus shelters and vehicle wraps. In addition, the optimised media selection offers 19 substrates, including seven recyclable substrates and several PVC-free alternatives. HP even offers a free, convenient programme for recycling Original HP ink cartridges and printheads and prints produced on HP recyclable media.

"The printer's high speed and the ability to print on various media including photo paper, canvas, films and textiles were a decisive factor in our decision. We have been looking for a large format printer that can do anything and everything that is required by our customers," said Goetz. "We no longer have speed or quality issues and our customers are more than delighted when they receive their jobs."

The outstanding image quality of up to 1200 dpi and wide colour gamut helps to create eye-catching graphics with rich hues and vibrant tones. The prints also have a durability and display-permanence of up to three years outdoors without lamination comparable with eco-solvent inks. Printing with odourless water-based HP Latex inks can be applied to indoor and outdoor applications. Latex inks are environmentally friendly and reduce or eliminate many of the health and safety issues of conventional solvent and eco-solvent printers. Integrated heating and drying units help ensure that prints are instantly dry and can be processed instantly thus shortening turnaround times.

These attributes helped MTex secure jobs, which it could not previously have won. The company recently won the job of printing a series of in-store graphics for Porsche. "Several print service providers were asked to print a night-time image of a Lamborghini racing through an Italian town, showing the reflection of a Madonna on its bonnet," explained Goetz. "We printed the tests using our L25500 on several different substrates. The customer was speechless on seeing the depth of the black, the vivid colours and consistent, high-quality print across all of the substrates. It won us the prestigious job hands-down."

Speeds of up to 22.8sqm/h and a maximum resolution of 1200 x 1200 dpi as well as HP's Double Swath technology result in elimination of swath-to-swath banding and accurate and vivid images, with a fast turnaround time. In addition, the machine maximises uptime by offering user-replaceable printheads.

On one occasion Goetz recalls that a group of photographers were looking for a new print service provider that could offer fast turnarounds whilst maintaining an extremely high, photographic quality output. MTex's new L25500 printer exceeded expectations, and now the company prints exclusively for this group of photographers. Recently MTex won the account to print for Photohaus, an art gallery, gaining the artists trust enough to allow them to print and distribute orders direct to their customers.

The L25500 has revolutionised MTex's business, allowing it to break into new markets by being able to offer innovative applications and high-quality prints with environmental credentials.

"We have been printing everything and anything on the L25500 including textiles, films, backlit and cast vinyl and all the results have been stunning - be it car wraps, motorbike helmet prints, backlit and other applications. We have not found anything that it can't print with stunning results," continues Goetz. "I predict that anyone who runs more than a pure copy shop will love this machine. The ease of use, high-quality and environmental friendliness, as well as longer lasting printheads, are just some of the benefits that have resulted in a constantly growing customer base at our company."