Xeikon’s Danny Mertens explains the motivation for targeting the sector: “Wallpaper and wall decoration is an extremely exciting and growing market. Digital printing opens up possibilities that would have been unthinkable only a few years ago.

“Xeikon has developed a suite of components (print media, equipment, software, tools, and consumables) that has proved to be perfect for the creation of bespoke wall coverings that are at the leading edge of digital print quality."

The company is also working closely with a North American designer called Hugo Diego, who has helped to broaden the visual scope of the type of work produced.