by Stefano Belviolandi

Even domestic settings want to be personalised. Raise your hand if, during this period of lockdown in your own home, did not think or did not act to make your home warmer and more welcoming. HP is also focussing on this through its own machines and through an increasingly accurate study of materials that, with technological developments, can meet the tastes of the clientele, from design to environmental sustainability. In this way we make a virtue of necessity. From the curtains, to the walls, from personalised gadgets to applications on glass, Plexiglas®, or masks printed with originality, to the point of touching the industrial world through new markets like thermoforming. We spoke with Roberto Giorgio, Regional Manager Large Format of HP Italia.

What were the new markets where you were able to gain a foothold?

“Today digital gives us a big hand and enables us to touch new markets like thermoforming, or printing on plastic that is successively pressed and deformed for a wide variety of uses, like cycling helmets. But we could add other cases as well, because we have noticed how the industry is increasingly interested in these innovations and clients always want something that can reflect their own personality. Think of a car or a scooter. Until today this type of printing was done using industrial or chemical processes, but there were limitations. Today, with digital we have truly succeeded in making a difference in many facets. The future will be increasingly focussed on personalisation like it has become for fashion”.

How do you deal with a difficult period like the current one?

“By continuing to work intensely with clients and supporting them with new ideas. This is why we are also working very hard with architects who are not only discovering a new world, but are also a means of conveying knowledge to clients. Today, though digital we can personalise everything: from printing on fabrics to printing interior decor. During the lockdown we have rediscovered the value of the home and sought to make it more comfortable and, in this sense technology can help us.”

Does your business model always keep one eye on the environment?

«Yes, through research  on materials and technologies with a view to sustainability as well. Living always indoors in closed environments, the need is to bring less toxic materials into the home. Today paints are mostly water-based, and so is the wallpaper printed with non-toxic, odourless, and fireproof material.»

Could you give me a snapshot that summarises the companies you work with?

“Many companies will close this year with a drop in turnover or with a partial recovery. Indeed, some have shifted production to something else, adapting it to “pandemic materials” like face masks and Plexiglas®, and there were companies that invested by acquiring machinery dedicated to the production of goods linked to the pandemic. However, there are other companies that continue to invest in order adapt more successfully to new post-Covid-19 normal.”