HP’s digital supermarket display

HP showcased what is possible with the Indigo WS6000 Digital Press on its 400m2 'Digital Supermarket' themed stand at Interpack 2011.

According to HP, the showcase enabled converters and brands managers to see the benefits of digital printing, as digitally printed labels and packaging filled its supermarket themed shelves.

HP Indigo Division vice president and general manager, Alon Bar-Shany says today’s brand managers are looking for ways to add value and differentiate their brands. "HP Indigo digital printing, with print quality as good as or better than flexo, enables brands to be quickly and easily refreshed and labels and packaging adapted quickly for seasonal promotions, special events or even language versions.”

Bar-Shany added that many brand managers also discovered the benefits of using digital printing for prototyping and market trials, where cost-effective test products may be produced on final substrates.

Digital labels and packaging were produced at Interpak by the HP Indigo WS6000 Digital Press running live with an HP SmartStream IN100 Labels and Packaging Print Server (Powered by EskoArtwork), a KAMA sheet-fed folding carton converting unit, and a Digicon 2 converting machine from AB Graphic International (ABG) for labels and folding cartons in rolls.

HP says 200 HP Indigo WS6000 Digital Presses have been installed since its launch to leading label and packaging converters in nearly 40 countries. It can handle a wide range of substrates to create labels, shrink sleeves, flexible packaging and folding cartons complete with variable data and accurate, reliable matching of PANTONE® Colours.