David Radtke, Head of Group Marketing, Sihl GmbH

“It is clear that the market for wide format graphics is changing and becoming more commoditised in most countries. This, we think is a result of a maturing market and a decreasing amount of innovation. Therefore new market opportunities must be explored. Sihl is participating in the Pure Digital Show for this reason, as we recognise the need to lead the way with creativity by showing the possibilities for digital printing within growing markets such as décor. We believe that if more key people within the creative industry were aware of the possibilities then demand for creative digital print would grow and this would add value and profit back into the print market as a result.”