HP Hosts Wrap & Deco Event in Dubai

Exclusive event for few select customers as part of business expansion and profit boosting using HP Latex

Technology giant HP hosted a Wrap & Deco event at the premium Voco Hotel Dubai, on 10 October, 2024, exclusively for a few select customers as part of business expansion and profit boosting using the versatile HP Latex printer series.

The event focused on the latest trends in print application for interior décor and vehicle wrapping. 50 business attendees, including print service providers, vehicle wrappers, and the media manufacturer 3M media vendors participated in the day-long session with their vinyl vehicle wraps.

The occasion featured sessions on new print applications in décor and wrapping using the innovative HP Latex technology, providing ample scope to network with industry leaders, experts, and customers. Participants could witness the power of innovative technology and stunning décor and wrapping applications, without compromising sustainability. The master class sessions also provided ample scope to learn cutting-edge application techniques in vehicle wrapping and interior décor.

The HP programme also provided an opportunity to discover proven strategies for unmatched business growth in the large format print industry.

Abdallah Aoudé, says, “This is an opportunity to demonstrate the cutting edge products and show how they fit into the evolving market of vehicle wrapping and interior décor, and also to connect with different stakeholders.”

Walid Feghali, Sales Director – MEA, 3M Transportation and Electronics Business Group, began the day’s proceedings with his talk on 3M: “When I started off in 1995 I went to companies like PepsiCo and Coca-Cola and other big brands telling them not to paint their vehicles like done like in Formula One, but to digitally print and stick it on the van. This is how we started digital printing in the Middle East in 1995.

Feghali’s talk was followed by The Wrap Institute (TWI) President Justin Pate making his remote presentation. “The Wrap Institute is more than just wrapping. It’s about design. We are passionate about teaching people how to wrap in a great way. But we are also about design and production tips and how to streamline your business from top to bottom.”

Pate spoke about how The Wrap Institute is neutral, working with all brands like 3M, HP, and others to “put out efficient information which didn’t have a hidden agenda.” TWI also works with organisations like FESPA and ISA and do shows all across the world, and makes product and promo videos for leading companies. He also spoke about how restaurants are great examples for wrap shops. “Interestingly, the similarities between restaurants that are great and wrap shops that are great are actually very close.” Just as the “feel“ factor plays an important role in selecting our favourite restaurant, the same applies to wrap shops. “You want your customers to come to your wrap shop because they love it, not because it is the cheapest.” The wrap industry is new, starting in the 1990s when the large format printers arrived on the scene. For wrap shops, the production area is the most crucial where the quality of equipment is of great importance. Trimming, which is time consuming, is another area TWI focuses on. “Lot of your profits is sneakily wasted on bad production.”

HP printers play a big role in speeding up production says Pate. “HP is a partner of The Wrap Institute. HP fits TWI’s core model and our core model is focused on quality, durability, and efficiency, and finding that perfect sweet spot, and HP printers hit that. There’s no outgassing, so you don’t have to wait for the material to outgas 24 to 48 hours, so we go straight to laminating. The inks have got really good, very flexible, especially for those bumpers and mirrors. The inks are water-based, which is good for the environment. The warranties are much better. Excellent pairing with lamination now is awesome. HP printers are amazing!”

TWI Chief Commercial Officer (CCO) Marcos Schott ran a live demo on vehicle wrapping. Schott is an amazing sales person, great strategist, certified installer, and black-belt in Brazilian jiu-jitsu. “Everything has evolved, be they techniques, materials, or equipment, and it will evolve more in the future. The Wrap Institute kept evolving with the materials.”

A lot of times the installer is the key element in the wrapping process says Schott. “The first step is to test the car and the material for wrapping. Surface cleanliness and temperature are critical in car wrapping.” Schott’s session vividly demonstrated the dos and don’ts of the car wrapping process.

South African artist Jimmy Law spoke about meaningful abstract decoration: “Everybody likes beautiful things. Kids are always artists, and I have always remained creative growing up. Every industry that I have been in, I had a creative aspect to it, whether it was comic books or the car industry. I started illustrating comic books at the age of 35, but realised that financially there was not much future in it for me. I used to paint in my spare time. But I really didn’t like painting. I wanted to be a designer. I studied graphic designing which also had painting and sculpture against which I used to rebel, even going to the extent of not finishing my projects. But 15 years back I finished my first oil painting. I make use a variety of tools and incorporate different techniques to create my own style. Most of my portrait paintings don’t actually show much emotion, I encourage the viewer to make up their own mind of the state of the subject matter.”

Around seven years back Law decided to reproduce his works as wallpapers, opening up a new market. Currently Law has three companies that do the printing for him. “Bland and boring walls in offices and homes can be made into interesting ones with colourful wallpapers,” he says. Besides wallpapers, his art works are printed on fabric, transforming ladies scarfs and cushions, and also on leather bags. “Once you have great art, what you can do with it is endless. From full colour to grey scale, the scope is simply endless. When it comes to the reproduction side of things, HP is a top-notch brand reproducing art at the same level and of the same quality as in the original.”

“For those looking to print vibrant, eye-catching vehicle wraps, graphics, and decals that are easy to install and can be applied to any surface, HP Latex print and cut solutions delivers the quality, speed, and accuracy to get the job done. The same applies to décor printing such as flooring, window blinds, canvases, wall coverings, textiles for home décor, and synthetic leather,” wraps up Ernest Azzam, HP’s Large Format Printing Regional Manager – Middle East & Africa.

Learn more about HP Latex 630 Click here