Therecent ESMA-organised Printed Interior Decoration (PID) Conference provided delegates with a panoramic view of the many ways in which digital printing can be used to provide highly creative corporate and domestic interiors.
Peter Buttiens, CEO of ESMA and the organiser of the conference, the first European event of its kind, commented: “Many of the traditional printing segments are facing fierce competition, resulting in lower margins and less work. However, with a little help and advice, many large format sign and print companies can provide stunning and original Interior decoration solutions. They have the resources, but need to gain some further knowledge and to attract a new group of customers and professional partners. Many print companies have already successfully switched to this sector, thus revealing that printed interiors could easily become as lucrative as the large format display and banner market.”
Speakers at the conference, which attracted 150 delegates,cautioned that as the interiors sector is governed by its own set of standards and regulations, the transition is not always seamless, but advised that in order to ease their passage, sign and print companies should develop relationships with the appropriate contractors. In this way they could take overall control of a project whilst also ensuring that all aspects were discharged to the requisite level. For example, a print company providing decorative glass, could work in tandem with a glass fitter to ensure the most appropriate material selection and the smooth installation of doors, walls or windows.
Euro shop, the world’s leading retail trade fair, and the wallpaper association further supported the success of the conference. Elke Moebius, Director of Euroshop said after the event: “I first heard about the PID conference in spring 2014 and quickly realised the shared potential for printed interior decoration and EuroShop. Due to the increasing importance of e-commerce, it is now all about staging and emotionalising the point-of-sale and printed interiors can certainly help to further enhance this. The conference introduced me to many engaging topics”.
With the growing interest in digitally printed and personalised wallpaper and wallcoverings, the event was also supported by ‘IGI – The Global Wallcoverings Association’ and ‘Deutsches Tapeten-Institut‘, while SGIA was a Platinium sponsoring partner.
FESPA also took the opportunity to launch its new project: the Print Inspiration Rally – an American school bus that is fully decorated with print.
The conference programme provided a mix of technical overviews from suppliers and inspirational presentations from designers Markus Benesch and Birgit Spielvogel, who showcased their use of digital print for decoration.
Both exhibitors and visitors were delighted at the outcome of PID and are looking forward to the next edition, with exhibitor Bart van Duffel from Falco Technologies enthusing: “The possibilities of digital printing for new applications are rapidly expanding and PID showcased that. Now it is a matter of imagination,” while visitor
Henning Hagelund from Canon Norway opined: “It was an event that brought print providers and end users together to extend a common understanding of needs and possibilities and Makus Benesch from MarkusBeneshcreates, declared: “The event exceeded my expectations –its was a great two days and well worth every minute.”
The next Printed Interior Decoration Conference, which will take place in November 2016, will further mirror the potential of the interior decoration market and feature a broader approach with designers, creative developers, printers and suppliers all participating.
For further information visit: www.printedinteriordecoration.org