In an exciting marketplace we must not under estimate the creative and commercial impact that the evolution of digital print technology will force on the Interiors industry.

‘Fast Fashion’ and digital print techniques have transformed our industry forever. The consumer demands an ever-faster stream of product delivered to the market in super-fast timeframes, changing the buying patterns of retailers, large and small.

Why do we crave that unique item? Something nobody else has, our own look and personalized design statement. Is this the kickback from the Primark generation, no longer happy with mass produced items offered at low price points?

The global digital print market is growing at 25% per year. Choosing a digital print solution was once only an option for fine couture fashion houses or bespoke Décor but over the last 5 years prices have tumbled, and high speed machines can supply “fast fashion” houses with an endless stream of “See now – Buy now” products. Digital print is now a sustainable choice, which increases both profit and delivers product diversity.

I began my career at the advent of CAD technology entering the market, in the mid to late 1980’s. And I was immediately hooked. A design world pre-Adobe Photoshop, where designers used drawing boards and (now redundant, if not forgotten) colour photocopiers were seen as an innovative, valued design tool.