FESPA Middle East 2026: Industry Leaders Define Print Trends
FESPA Middle East 2026 concluded on a resounding high, cementing its position as the premier gateway for the region’s speciality print, signage, and visual communications sectors. The 3rd edition in Dubai buzzed with infectious energy, drawing thousands of global professionals to witness a showcase of cutting-edge sustainable technologies and high-speed automation.
To capture the strategic pulse of the exhibition and its impact on the local market, ME Printer spoke with three industry leaders – Ernest Azzam, Large Format Printing Regional Business Manager – Middle East & Africa, HP; Jan Kloth, Head of Sales & CRM, Brother Industrial EMEA; and Nova Abbott, Head of Marketing, Kavalan – who shared their insights on FESPA Middle East 2026, technological advancements, market trends, sustainability, and future plans.
Technological Advancements
Ernest Azzam: HP has showcased advancements in water‑based latex technology; improved white ink performance; stronger hybrid rigid-roll versatility; and smarter, cloud‑based workflow automation through HP PrintOS Production Hub.
Jan Kloth: At FESPA Middle East, we showcased the WF1-L640 wide-format printing solution, highlighting our commitment to innovation, performance, and sustainability in the large-format segment. While the WF1-L640 is already successfully established in global markets, the exceptionally strong interest from the Middle East clearly underlines the region’s dynamic growth and increasing demand for advanced wide-format printing technologies.
From a technological standpoint, the WF1-L640 combines water-based pigment ink technology with an integrated curing system, enabling high-quality output with outstanding operational efficiency. With a maximum print width of 1,615 mm and a resolution of up to 1200 × 1200 dpi, the system delivers sharp text, vivid colours, and precise detail across a wide range of applications.
The use of Brother made water-based inks makes the WF1-L640 particularly attractive for indoor environments, allowing prints to be finished and processed immediately without the lengthy outgassing periods typically required by solvent-based printers. This translates into faster turnaround times, improved production workflows, and greater flexibility for print service providers.
Nova Abbott: Kavalan’s latest technological advancements focus on achieving PVC-free sustainability without compromising the performance standards of traditional barrier materials. Recent breakthroughs include Sunlight ZeRo, crafted from fully biodegradable and PVC-free materials; Moonlight River, the water-saving, eco-friendly backlit textile banner material; materials with superior weldability and lighter weight; and the Kavalan Eco Calculator II, a tool which accurately quantifies environmental impact reductions, including greenhouse gas emissions and fossil fuel scarcity, to help businesses make informed sustainable choices.
Product Focus
EA: We highlighted three key solutions: the HP Latex 830 W printer for premium white‑ink applications, the HP Latex R530 hybrid large-format flatbed printer for flexible and rigid production, and HP PrintOS Production Hub for centralised workflow and efficiency – offering a complete, integrated production ecosystem.
JK: The WF1-L640 was clearly the centerpiece of our presence at FESPA Middle East, attracting strong attention from visitors seeking reliable, future-ready wide-format solutions. Key highlights include advanced Brother made water-based pigment inks for high-quality, low-emission printing; high-performance Brother piezoelectric printheads for consistent, precise output; optimised for indoor applications, including retail, hospitality, and corporate environments; integrated curing technology for immediate handling and finishing; broad media compatibility, including PVC, paper, canvas, and wallpaper; and 64″ wide-format platform designed for professional signage, POS, and interior décor.
The WF1-L640 is strategically positioned as a production-grade system for demanding commercial environments, enabling print service providers to expand their application portfolio while maintaining efficiency, reliability, and premium print quality.
NA: At this year’s FESPA Middle East, we have launched several new products. The Gecko Stroma is a high-performance PVC-free material specifically engineered for floor graphics. It has already been used in France and tested and tried in a huge fashion show. Another is the Sunlight range of PVC-free, fully recyclable banner materials. We also have Spiderweb, a PVC-free, high performance mesh banner for outdoor use. An industry first, its eco-conscious design provides a sustainable alternative to traditional materials.
Market Trends
EA: HP’s portfolio answers today’s needs for faster turnaround, application diversification, consistent colour, sustainability, and data‑driven operations. Hybrid capability and workflow automation are especially relevant to the Middle East and Africa print providers. MEA print providers operate in a market that demands fast turnarounds, high application flexibility, and consistent quality across many substrates – especially for retail, décor, and events, which are major growth segments in the region. At the same time, MEA customers face price sensitivity, volatile demand, and increasing competition, making efficiency and versatility essential.
JK: The wide-format printing market is currently driven by several key trends: the need for higher throughput, greater media versatility, solutions optimised for indoor use, and a growing shift toward environmentally responsible technologies.
The WF1-L640 directly responds to these market demands. Its water-based ink technology, combined with integrated curing and instant post-processing, empowers businesses to streamline production, reduce lead times, and deliver high-quality results across diverse applications. By eliminating the limitations of traditional solvent systems, the WF1-L640 supports more agile, flexible, and sustainable business models.
NA: Reflecting on my time at FESPA over the last two years, it is clear that sustainability has become central to the conversation in the Middle East; it’s at the heart of the industry’s dialogue. While there is still a gap between discussion and implementation, the growth in awareness is a significant first step. To truly accelerate this environmental trend, stronger governmental support is essential – a challenge we see globally, not just in this region. Given these developments, we are confident that we have chosen the right partner to navigate this evolving landscape.
Sustainability
EA: HP advances sustainability through water‑based latex inks, reduced‑waste workflows, energy‑aware curing, support for PVC‑alternative media, and cloud‑enabled fleet optimisation that minimises reprints and resource use.
JK: Sustainability is a core element of the WF1-L640’s value proposition. The system’s water-based pigment inks are specifically engineered by Brother for low-emission indoor applications and comply with internationally recognised standards such as GREENGUARD Gold, ensuring safe use in sensitive environments such as retail spaces, offices, healthcare facilities, and educational institutions.
Compared to conventional solvent-based printers, the WF1-L640 offers a significantly reduced odour profile, faster drying times, and a more environmentally responsible printing process. Importantly, these sustainability benefits come without any compromise in colour brilliance, durability, or image sharpness, allowing customers to meet both environmental goals and high-quality expectations.
NA: As a pioneering brand of PVC-free banner materials, the Kavalan range provides sustainable, eco-friendly alternatives for the large-format printing industry. Our products are consciously designed to replace traditional toxic PVC banners without compromising on performance or quality. Kavalan’s Eco Calculator also helps our partners produce an eco-report to show that when they switch from traditional PVC banner material to PVS-free Kavalan, they actually make environmental savings.
Customer Engagement
EA: At FESPA Middle East 2026, we engaged with visitors through live demonstrations, application‑focused showcases, and workflow sessions, and on‑stand consultations, supported closely by HP’s MEA channel partners.
JK: Our presence at FESPA Middle East was built around active customer engagement rather than traditional product display. Live printing demonstrations, hands-on material samples, and application-driven discussions allowed visitors to experience the WF1-L640’s capabilities in real-world scenarios.
The focus was on meaningful, solution-oriented conversations with print service providers from the signage, retail, and interior décor sectors. By shifting the dialogue from product features to business impact, application opportunities, and return on investment, we were able to demonstrate how the WF1-L640 can support growth, differentiation, and long-term competitiveness.
NA: At FESPA, we’ve seen a significant surge in customer interest, though many in the MEA region are still in the initial inquiry stage. We recognise that every region moves at its own pace, so we are focused on giving our MEA customers the time they need to transition. When they are ready to move forward, we have a suite of tools to support them.
The Eco Calculator is a good tool for introduce the concept of sustainability further. We are also the only PVC-free brand and manufacturer. There’s also been a lot of marketing effort to educate people. Our approach is not focused only on selling. Selling is important, but we realised quickly at a very early stage that without a foundational understanding of environmental concepts, it’s difficult to change mindsets. Although there’s a bit of confusion in the market, we have the necessary tools and educational videos to guide our clients. We take a holistic approach, talking to people about the impact of CO2 levels, water usage, and human health. Ultimately, we are fully prepared to support the region the moment the orders are ready to go.
Future Plans
EA: HP will continue to focus on hybrid capability, automation, sustainable printing options, and workflow integrations, ensuring PSPs in MEA operate more efficiently and capture higher‑value applications.
JK: Looking ahead, we will continue to invest in the expansion of our wide-format portfolio and further strengthen our footprint in the Middle East market in close collaboration with regional partners.
The WF1-L640 represents an important milestone in our long-term strategy, and we are excited to share further insights into our product roadmap, upcoming innovations, and new application opportunities in the near future. With a clear focus on performance, sustainability, and customer value, we remain committed to shaping the future of wide-format printing.
NA: Currently, our main market is Europe, where environmental consciousness is more developed. While the stringent regulatory landscape presents challenges, we view it as an opportunity to not just comform, but to lead the industry in sustainable standards as well.
As far as the Middle East is concerned, we’ve established a strong foundation through Blue Rhine, our exclusive distributor in the UAE. We are also actively engaging with the Saudi Arabian market, which we see as a high-potential growth area, and we are very optimistic about our expanding footprint in the region.
Future plans will include setting new benchmarks for sustainability in signage, proving that creativity and eco-consciousness can go hand in hand.
