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When introducing a new trend into the world of print, the right partners from different industrial segments need to be involved. As such, the ESMA-organised Printed Interior Decoration (PID) conference, taking place on 26-27 November 2014 in Düsseldorf is acting as an facilitator by connecting two very different markets: construction and printing.

Printed Interior Decoration is a new area for large format printing which is bringing new lucrative segments to many printers. This first edition of PID will present many innovative solutions but will also reveal new opportunities on how to build strong partnerships or how to succeed in the world of construction and print.

Keynote speakers will explain the power of digital print and how digital print technology can help creative designers build a successful business model.  Additionally, the conference will host speakers and exhibitors from Coldenhove Papier, Canon, Durst, EFI, Grünig-Interscreen, Hexis, HP, Kala, MacDermidAutotype, Mactac, Marabu, Pongs Technical Textiles, Saati, Sentec International, SGIA, Xennia. In total, no less than 16 presentations on a variety of topics such as the best usage of water-based inkjet inks for interior design, the power of digitally printed paper for interior decoration or how digital technologies are bringing creative textile printing to the next level.

PID’s mission is supported by EuroShop demonstrating that there is a new approach in the potential creativity for shops, bars, restaurants and hotels. EuroShop is the world´s leading retail trade fair (euroshop.de) and is held every three years in Düsseldorf. Elke Moebius, Director of EuroShop, explains: “In times where shopping behaviour is drastically changing and online channels are increasingly preferred, customers need additional incentives to enter a store and also buy there. This is why retail staging is of such an enormous importance. An extraordinary store design with visual highlights emphasises the personal, company-specific character of a store along the lines of a ‘store branding’. Emotionalising store design has therefore become particularly important to stand out from e-commerce. PID will show attendees how the new solutions on the market can bring new possibilities thanks to personalised designs connected to limited amounts and highly economical solutions. This new way of decoration can fulfil 100% of the needs of the customer to any material in any size, format and of course colour and design.”

The international character of the conference is also highlighted through the Platinum sponsorship of SGIA that fully believes in the new market potential of PID. SGIA Expo in the USA is home to the widest range of specialty imaging technology and equipment. Further, The Global Wall coverings Association (IGI) and the Association of German Wallpaper Industry will demonstrate the growing importance of the possibilities in wallpaper printing – in particular high end options that are creating a new exclusive position in the world of decoration.

The solutions presented meet all the requirements of traditional products or materials and have a good carbon footprint and sustainability performance. Peter Buttiens, CEO from ESMA, comments: “Visual communication is no longer a pure poster or banner issue. In interior decoration, it brings atmosphere, a global message and invokes feelings in visitors. The interior is becoming more and more part of a global marketing approach to provide the visitor or consumer with the right surroundings to enjoy his shopping experience, dinner in a restaurant, a drink at the bar or the time spent in his hotel room to a maximum satisfaction. Colours and patterns which can be customised or even personalised bring the most out of a design and avoid the standard look and feel.”

A new frontier of design and custom-made on-demand products with an endless choice of materials such as glass, textile, ceramics, wood, laminated floors, wallpapers and carpets have opened up through digital printing. This great technology ensures the pricing of materials with special requirements stays within the traditional competitive price range but brings outstanding additional individual design and creative possibilities.

For more information on the PID conference, please visit www.printedinteriordecoration.org