Editor’s Note: In part 1 of our digitally printed wallcoverings series, “Wallcoverings Emerge as Sizable Opportunity for Digital Printing,” industry leaders discussed the growth on the wallcoverings segment. Part 2, “Advantages, Challenges for Digitally Printed Wallcoverings,” looks at the advantages driving that growth, and challenges that need to be overcome to further inkjet’s expansion. Part 3 looks into the future to see if digitally printed wallcoverings will ever become the dominant technology, as inkjet is in ceramic tiles.

The production of ceramic tiles has come a long way. Ceramic tiles were originally painted, then came screen printing. However, in the late 1900s, inkjet printing began to make headway, primarily due to the minimal makeready costs and inventory, ability to produce unique patterns with photographic detail, and capability to customize the patterns.  Today, inkjet dominates the ceramic tile segment.

So, will the wallcoverings market go the same way? Probably not, but as digital printing becomes more cost effective for longer runs, it will continue to take market share.

“For short-run wall coverings, like custom environmental graphics, promotional wall coverings and specialist patterned and image wallpapers, digital printing is the perfect, and dominant solution,” said Michael Bush, marketing communications manager, FUJIFILM Ink Solutions Group. “Mass-produced wallpapers are generally printed on a wide-web at very high speed. Achieving the required productivity at a cost-point to match analog printing is a challenge for digital.”

Oscar Vidal, HP’s large format global director of product portfolio, said it is highly likely that digital printing will become the dominant technology in the wallcovering segment.

“The advancements in digital printing technology, such as improved print quality, faster production speeds, and a wider range of printable materials, have already positioned it as a strong contender in the industry,” added Vidal.

“Additionally, digital printing offers significant advantages like customization options, quicker turnaround times, and cost-effectiveness for short-run or personalized projects,” Vidal added. “These factors, coupled with the continuous innovation and development in digital printing technology, indicate that it will continue to gain market share and eventually become the dominant technology in the wallcovering segment.”

David Lopez, product manager, Professional Imaging, Epson America, said he thinks we are rapidly moving towards a future where digital printing will be the dominant technology in the wallcovering segment.

“As technological advancements continue to improve, digital printing will become faster and more efficient at producing extra-large jobs, now still often produced by traditional print methods,” Lopez said. “With today’s customers expecting quick turnaround times, it’s important as a manufacturer to engineer reliable and efficient products that can help print shops meet customer’s expectations.”

“Currently, there are a significant number of larger, higher-volume (production) digital printers within this market, so you could say that ‘digital printing’ is already a dominant technology within this space at some level,” Kitt Jones, business development and co-creation manager, Roland DGA, said.

“However, there is always room for vertical growth, and I think the trend moving forward will be a combination of those types of ‘high-run’ printers complemented by mid to shorter-run digital printers,” Jones added. “When I say ‘mid to short-run,’ keep in mind that running 400 or more square feet per hour is still a lot of production, and while using multiple printers increases by count, this is still considered ‘short run’ for larger print manufacturers.

“For these larger manufacturers, this will allow them to do shorter runs and even on-demand printing in addition to bigger projects – they won’t have to turn away any jobs,” Jones continued. “With shorter-run and on-demand printing of wallcoverings becoming more prominent within this market. I believe there will be a big increase in demand for this type of production – not only for wallcoverings, but within the home décor market across the board.

“For new industry professionals looking to gain the benefits of printing, the future promises to be very exciting, with designers, architects, hospitality contractors, builders, and other professionals embracing digital printing, and realizing how the control, design, and versatility advantages this technology offers will put them one step above the competition,” Jones concluded.

Paul Edwards, VP of the digital division at INX International Ink Co., sees it as a possibility.

“As the speed of inkjet systems increases, the use of suitably sized, single-pass roll-to-roll printers would be ideal for much longer runs,” said Edwards. “At some point it may become dominant in all but the longest run lengths. With general run length decreasing on average, the point of average run length and digital print speeds could be reached, which would be the inflection point where inkjet starts to dominate.”

New Technologies

One key move was Roland DG’s acquisition of Dimense.

“Roland DG is continuously seeking to create new applications and markets for its digital printing, cutting, and 3D fabrication product lines, with the goal being to improve and facilitate on-demand production of a wide variety of high-quality products in small quantities,” said Jones. “That includes technologies that serve niche markets, such as the interior design vertical, where a process shift from analog to digital is expected.

Jones added that Roland DG’s acquisition of DIMENSE and the formation of DG DIMENSE is part of this broader ongoing effort to enhance our business portfolio by expanding sales in the digital fabrication market.

“Roland DG has always been a leader in developing and manufacturing innovative digital products for sign and graphics professionals. While serving this market continues to be a high priority, we are looking to familiarize other verticals with our devices and the advantages they offer for various applications – that includes the production of wallcoverings within the interior design space. The Dimensor S structural printer was built on Roland DG technology, so it makes perfect sense that we would want to move ahead with this partnership and help usher in a whole new era of wallcovering and dimensional printing to a market seeking to expand its product offerings and increase control over the design and printing processes.”

To help bring the future closer, equipment manufacturers are developing new presses and inks.

Lopez said that the new Epson SureColor R5070L 64-inch roll-to-roll Resin printer leverages multi-purpose Resin ink technology to consistently produce professional quality wallpapers, fabrics, vinyl, uncoated papers, and more with consistent, repeatable color.

“Touting a 2.6-inch, user replaceable PrecisionCore MicroTFP printheads coupled with Epson UltraChrome RS Resin ink technology, it produces high-quality scratch resistant output, ready for immediately lamination,” Lopez said.

“It includes 3L of ink per color and a hot-swappable ink system that automatically switches from an empty ink pack to a new ink pack mid-print for uninterrupted printing and consistent color job-to-job and panel-to-panel for repeat jobs, wall tiling applications, large banners, wall displays and more,” added Lopez. “With a three-heater drying system, a 4.3-inch touchscreen control panel, and fabric wiper system to clean printhead and remove dust, the SureColor R5070 keeps up with fast-paced print shops.”

“The HP Latex technology and its portfolio are designed to offer more sustainable wallcovering printing services with water-based latex inks that give off negligible chemicals or odors, UL ECOLOGO and EPEAT environmental certifications,” said Vidal. “The HP Latex inks have several advantages, including zero Hazardous Air Pollutants (HAPs)  non-flammability, non-combustibility, and odorless. Plus, they also do not require special ventilation and do not release ozone, making them ideal for various settings such as hotels, restaurants, retail spaces, hospitals, and homes. Moreover, these inks avoid problematic reactive monomer chemistry , ensuring safety and reliability.

“Elsewhere, the versatility of HP Latex Technology allows creative freedom with broad substrate choice, as it can print on virtually any substrate,” Vidal concluded. “Plus, it guarantees the highest quality over time and enables the delivery of projects on the same day, providing a comprehensive solution for the wallcovering market.”

Jones said that Roland DGA offers a versatile portfolio of products and technologies to this market.

“Within our TrueVIS family, there are the LG and MG series UV roll-to-roll printer/cutters, which are ideal for producing wallcoverings as well as many other applications,” said Jones. “In addition to delivering vibrant color and amazing detail, these printer/cutters enable users to incorporate eye-catching textural and dimensional effects into their prints using Gloss and White UV inks.

“We also offer VersaOBJECT CO Series flatbed and belt-driven hybrid UV printers that can print directly on a wide range of substrates and 3D objects,” added Jones. “Our top-of-the-line TrueVIS eco-solvent VG3 and SG3 series wide-format printers can produce vibrant, detailed wallcoverings as well. Roland DG also has the TrueVIS AP-640, a resin ink printer that is also ideal for this market, as it offers a water-based solution with excellent stretchability as well as great scratch resistance. Plus, we now offer the Dimensor S structural printer along with its environmentally friendly water-based inks and specialized PVC-free media, which together create one-of-a-kind wallcoverings that are not only visually stunning but also have tactile appeal.”