Digital finishers get a room of their own

30 November 2011

Printers will now have an intimate space to go and check out the current range of Morgana digital finishing machines with this week’s official opening of Australia’s first dedicated Morgana digital finishing showroom in Sydney’s Alexandria.

The dedicated space was opened by Ferrostaal Australia in response to strong sales of its Morgana digital finishers, which garnered a lot of interest following this year’s PrintEx convention. In fact, the company’s DigiFold Pro creasing and folding machine won the PrintEx gong for Product of the Year.

The small but well-stocked showroom is diminutive when compared to most of the other showrooms in the market, but the size is entirely intentional, with Morgana Australia’s general manager, Andy Cooper, saying the company was aiming for a laid-back and intimate venue in which to educate customers about the products.

“This is a relaxed space,” said Cooper (pictured at right), at the showroom’s official opening on 30 November. “It gets people away from their stress. There’s a relaxed atmosphere in which to talk to, and educate the customers.”
 


The small, dedicated showroom format is based on the company’s UK operations, which have taken this form for years. However, according to Cooper, this is the first of its sort to be introduced into the Australian market.

“This is the only dedicated finishing showroom I’ve seen,” said Cooper. “There are others out there selling finishing products alongside their other equipment, but as a dedicated showroom, this is it.”

The Alexandria showroom features around 25 machines; with the Morgana’s star performer, the DigiFold Pro, sitting proudly in the centre of the room. Having sold over 80 of the DigiFold machines over the last year, the company has already seen a fresh surge of interest since the showroom began accepting visitors.

“A few clients have already been shown around the premises,” said Cooper. “One customer came in to see one of the machines and ended up leaving with two.”

Aside from the DigiFold Pro, the other products featured include the DocuFold Pro small format folder, the CardXtra and CardXtra Plus business card cutters, and a variety of binding machines.