Kreativia’s EFI VUTEk FabriVU 340i for direct-to-fabric

Kreativia reimagines products for pandemic

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Kreativia's innovative exhibition systems Image Kreativia via internet
Kreativia's innovative exhibition systems Image Kreativia via internet

Polish creative and printing company Kreativia purchased an EFI VUTEk FabriVU 340i dye-sublimation printer from Electronics For Imaging. The 3.4-meter-wide printer will allow the company to expand its service offerings further and tap into new market opportunities. Kreativia had a positive experience with a previous EFI installation, a VUTEk 3r+ roll-to-roll LED printer.

“We have built a great relationship with EFI after our first printer purchase in 2019,” said Arkadiusz Szychta, managing director at Kreativia. “As a company that provides the highest quality and guaranteed capacity, we have found that we can achieve the quality we promise our customers with EFI technology, so we’ve decided to invest with EFI once again.”

Founded by Hanna and Bartosz Kosiba in 2016 near Poznań, Poland, Kreativia combines advertising and great design, production, and installation capabilities – with high-quality printing as a critical feature. The company is known for its unique visual information systems, point-of-sale (POS) graphics, modular exhibitions or shop expositions, and superior output. The company is expanding, offering comprehensive customer services in the design and production of visual information systems, display advertising, and large-format printing using advanced technology and materials.

EFI technology to address print’s changing landscape

During the pandemic, Kreativia went from producing advertising through artistic POS displays, decorative signage, and exhibit graphics, to creating protective products, such as separation walls and barriers and face shields and masks. The EFI VUTEk 3r+ allowed Kreativia to offer these newly needed items and meet growing demand – all while producing the best quality with fast production turnaround times.

The company was able to retool, diversify, and reimagine its product offerings very quickly. This opened the door to a new and steady flow of business, instead of idle equipment.

“With the VUTEk FabriVU 340i, we will be able to expand our product offerings further and satisfy customer needs,” Szychta said. “The trade fair industry, which was blocked by the pandemic, is coming back now. Also, companies cannot forget about their brand advertising, especially in hard times – and we need to be ready to help them reach their goals.

“Efficiency in visual information is even more necessary today,” he added, “and it enriches the image of shopping centers and other businesses that are now re-opening. We foresee a lot of new business and customers coming. The VUTEk FabriVU dye-sublimation printer from EFI will help us offer our clients the best production level speed, outstanding image quality, and inline fabrication capability.”

The FabriVU 340i model delivers high efficiency on premium soft-signage textile graphics, with speeds up to 250 square meters an hour. The printer is also the only production-level solution in its class that offers direct-to-fabric production and inline sublimation without a separate calendar or heat press. As a result, Kreativia’s direct-to-textile prints – such as fabrics for beach flags, textile walls, or Smart Frames – are immediately ready to finish and ship after printing.

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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