What was more interesting is that the event was not directed towards the printers but the print buyers. Leading names in interior décor, top photographers, artists, brands and agencies, and fashion designers visited the exhibition, along with digital printing solution providers.  

Explaining the selection of the audience, Dhirendra Khurana, country manager - sign and display, GSB, HP PPS India said, “We believe for the market to grow, it is important to let the print buyers know what the technology can offer. As home owners and organisations become more environmental conscious, we foresee increasing demand for the environment-friendly digital printing made possible by HP through its Latex inks range. ”

Visitors to the exhibition experienced a rich portfolio of art and decor options with Rohit Chawla’s prints on different media and in different sizes, ranging from photo paper, fine art paper, canvas, flex, vinyl, cast vinyl and textiles, wallpapers and leatherite. Together, Rohit and HP, stand proved that not only is it possible to meet extremely high quality standards using digital printing, it’s possible to do so using digital large-format industrial printers. Rohit has used the HP Scitex FB700 and the Scitex LX 850 printers to produce large, high-quality exhibits for the event.