The company will be focusing on the applications for its suite of wide-format products at Fespa with an "application city" split into packaging and POS, banners, flags, interior decoration, billboards and posters and vehicle wraps.
It remained tight-lipped about product launches for the show, except to say that there would be "a lot of latex", referring to its latest printing technology.
"We believe that this category of ink will totally change the industry," said Francois Martin HP GSB EMEA marketing director. "Latex is leading the greening of sign & display. R&D continues and we are going to introduce new products based on the technology."
He added that the firm expected to grow its market share in the entry level and mid-range of the market on the back of latex technology.
"Solvent is going to die, you can quote me," he said. "Some things don't last forever and solvent has reached the end of the road."
So far HP has installed 300 Designjet LS65500s in EMEA, its first latex machine, which was unveiled at Drupa 2008. He added that the recently launched LS25500 had "ramped up beyond expectations" and that the firm anticipated exceeding its target of 1,500 installations in 2010.
Machines that it has confirmed will be on display in June are the Designjet L25500 latex machine, the FB7500 UV flatbed, which was launched last year, the Scitex XP5300 5m-wide UV machine and the Scitex XP2750 3.2m-wide hybrid.
