At PTE 2023, experimentation and exchanges went hand in hand in two adjoining areas (PTE Lab and PTE Meet), included in the exhibition itinerary to offer visitors a live experience of the operation of the machines on offer and a direct dialogue with trainers and professionals from the tech world. So, while in the LAB area one could watch the production performances of different equipment, in the MEET area they could take part in debates on specific topics.

PTE MEET: THE BENEFITS OF EXCHANGES AND SHARING OF EXPERTISE

Two days of discussions, training and sharing of experiences, topped by two presentations by Angelo Barzaghi from Accademia Serigrafica. Starting from the purely technical aspect of whether digital or screen printing is better, Barzaghi suggested that operators should also acquire management skills. "Since each technology has its pros and cons, and is suitable for specific processes, types of orders and communication objectives, what is important for those working in this sector - emphasised Barzaghi - is certainly to possess technical know-how, but also a solid managerial background. With the e-commerce absorbing market shares and demanding payment before the order is fulfilled, while the traditional way of working invoices at 30/60/90 days, it is necessary to stand out for quality production, where different technologies coexist. Many argue that DTF printing is the future because it is apparently simpler than screen printing, for which a certain amount of experience is required, but this consideration is more linked to a loss of skills than to a real ability to compare technologies. So, digital technologies become a necessary replacement, although the risk is to miss the opportunity to enhance the non-mass production that screen printing is capable of ensuring.”

Fabrizio Selis from Market Screentypographic seems to share this opinion, as he proved in the two talks he led during the days of the fair and a continuous presentation to the audience of the many opportunities offered by screen-printing to transform promotional objects into commercial, desirable products, within a brand strategy building process: "The work of those offering customized products - Selis emphasised - should not be reduced to a mere price battle, but suppliers should build an integrated communication project with their customers, put themselves in their shoes and try to understand the specific needs that move them. Managing workflows becomes paramount, starting with the evaluation of the most suitable market and target, and moving on to the automation of processes and the optimisation of orders. You have to be able to come up with special graphics that offer sensory stimuli, including packaging and production; this is the only way to turn a gadget from an expense into an opportunity.” It is therefore the professional who makes the difference in the promotional world, also because, as explained by Piero La Puca, researcher in the world of individual customization and CEO of T-Shirt Makers and Customate, machines with seemingly identical characteristics can produce different colour solutions. "When we talk about colour management - he said during his presentation - we have to remember that the perception of colour is subjective, determined by tone, brightness, saturation, different on the monitor (based on the RGB system, which uses light) compared to print (based on the CMY system, which removes light and needs background white). Moreover, every object has different white points and, as if that were not enough, there is the personal taste for colour. The solution is to create a recipe, make a colour palette for each technology and medium, provide samples for the customer to be sure that the result matches the request. A kind of technological craftsmanship, where machines with increasingly higher performance and equipped with technologies that facilitate the operator's work are still tools to explore and try.

PTE LAB: LEARNING IN THE FIELD

PTE Lab, a leader for years in the event planning industry, also made its contribution to this edition by offering visitors the opportunity to get to know real developments, such as the one offered by Embroidery Service which also wanted to show its expertise in the direct-to-film sector by displaying the capabilities of the DTF Invictus 45. This machine, which offers an intermediate worktable size among the most popular versions (30 or 60 cm), is characterised by ease of use, high productivity, and a low environmental impact, and also has a dedicated RIP (Raster Image Processor) that optimises its performance. Gi-An unveiled the DTF Line I 720, a complete system with direct-to-foil plotter, glue sifter, drying oven and a rewinder that enables digital transfers (direct to foil) at a speed of 8.5 linear metres per hour. In DTF printing, Offitek  showed the advantages of the Q1 model with regard to the retention of white ink and the practicality of the suction plate, which allows for quick replacement of the t-shirts to be personalized. For the last stage of application on the medium, Awservice demonstrated the operation of the 160 semi-automatic heat-press equipped with a removable plate that facilitates the positioning of garments, avoiding the risk of burns, and an opening regulated by timer settings.

It was a real working laboratory, which not only allowed new machines to be seen at work, but also fostered discussion among professionals and inspired them with the story of excellent applications.