The Power of Latex Printing for Digital Decorators

Earlier this year, Benson Integrated Marketing Solutions, a Georgia-based print service provider (PSP) specializing in marketing products and services for real estate developers, invested in a new latex printer thinking it would support its existing print media business. But while learning about the technology, it uncovered a surprising opportunity to dive into an entirely new enterprise: digital décor.

Benson started offering the ability to personalize living spaces using large-format digital printouts of artwork and photos that could be installed quickly and affordably in houses and apartments. The system offered such flexibility that residents could submit their own creative compositions and have them displayed on walls in their home within days.

CEO Brian Benson says latex-printed items now account for most of the company’s wall art work, and it considers digital décor – the use of digital print for interior decoration – to be its next “big opportunity.”  

Benson isn’t the first company to specialize in digitally printed interiors, and it certainly will not be the last. Indeed, experts note that the $165 billion decorative textile market is more than fair game for PSPs with the right focus and digital large-format equipment. Both the permanent and temporary textiles markets, including interior design, are growing between 25 percent and 50 percent, industry statistics show.

This points to an enormous opportunity for designers, architects and other creative professionals to partner with PSPs to offer new creative media services for clients in a wide range of industries, such as hospitality, healthcare, financial services and retail.

For example, in hospitality, restaurateurs and hoteliers often want uniquely themed interior designs to set them apart from competitors in their regions. But unless they are willing to pay heavily for custom art, they are often relegated to buying the same decorations as everyone else. With latex printing, creative professionals can partner with PSPs to offer services and advise businesses on ways to customize the look and feel of their dining rooms and lobbies – even changing those designs periodically as seasons or marketing campaigns change.

Flavor Paper, a Brooklyn-based creative wallpaper company, had the goal of making wallpaper more of a focal point. Founder Jon Sherman notes the color and content opportunities after moving to digital were unrivaled. Given the quality of the prints they produce, Flavor Paper was able to secure the global exclusive rights for using Andy Warhol’s work in wallpaper. The firm was also recently hired to provide heavy duty wall coverings for closets in 4000 rooms of a large Las Vegas hotel.

Similarly, designers working with PSPs can offer specialized services and guidance to help organizations, such as government agencies and hospitals, make their facilities warmer and more inviting.

White Memorial Hospital in Los Angeles did just that when it set out to create a “healing environment” for pediatric patients where they would feel safe and comfortable. CR&A Custom, a local PSP, used HP Latex printers to help the hospital create graphics of octopi, fish, sea turtles and lobsters that now roam the walls and floors of a treatment room. One advantage this PSP brought was the ability to advise the client on environmentally friendly, PVC-free materials they could use that would be mold- and mildew-resistant – important factors for assuring patient health and meeting strict regulatory guidelines on the materials that can be used for interior design.

Materials should be an important consideration for any organization using latex printers because there are currently a wide range of durable textile choices available. PSPs, in particular, should become familiar with all of them in order to advise clients properly, and clients should ask their PSPs for guidance on which materials to use in order to comply with regulations.

In fact, HP recently announced a range of durable textiles certified for its latex printers to produce soft signage and décor applications, combining durability and outstanding print quality. The new textiles from select media vendors expand possibilities for durable HP Latex printing for soft signage and enable new custom décor applications, including curtains and blinds, cushions, lampshades and bags, on materials made from 100 percent cotton, cotton linen or polyester. Some of the new textiles are also washable.  

Ed Williams, CEO of Texton, calls his HP printer “one of the greatest gifts” he’s ever received. Williams always had a passion for roller shades and dreamed of having the ability to print on any type of fabric. With his HP Latex printer, he says, his dream of being able to print on a wide variety of window blind substrates was “finally realized.”

So where can one learn about various materials options? An obvious place to start would be on latex printer vendor Web sites. But also consider attending fairs and trade shows.

Becoming familiar with latex printing will take a little time. But as Benson, CR&A and others have discovered, the effort can prove quite valuable. PSPs who embrace this technology have a considerable opportunity to generate new business and drive competitive advantage – for themselves and their creative clientele.