The biggest single order for the roll-to-roll machine was placed by Italian web-to-print house Pixartprinting, which ordered three of the 120m2/hr machines on the opening day.

"One of the true innovations of the London exhibition, the world premiered HP Latex 3000 is the solution that we have been searching for a long time," said Pixartprinting general manager Alessandro Tenderini.

Megaprint, based near Oslo, Norway also signed for a 3000 on day one of the show. The installation will be the first in the Nordic region, with the company taking delivery of the 3000 from HP’s booth early next month.

"We have always been early adopters of technologies and now that latex is in its ‘industrial phase’ it’s a very interesting technology for us," said Megaprint founder Sigurd Hammerstad.

Initially the 3000 will run alongside Megaprint’s exisiting digital battery, although it may ultimately replace one machine.

The company has also been earmarked as a beta site for the the 3000’s mesh kit, which will become commercially available in January.

Faber Group signed for its 3000 on day two, with the £230,000 machine destined for the Dutch group’s facility in Wodzislaw Slaski, Poland.

The company currently focuses on textile printing, but it said that the 3000 would afford it the flexibility to handle a wider range of substrates.

"In addition to the extra industrial capacity and versatility the new printer will give us, we also wanted to pay attention to environmental factors," said Huib Faber, manager of marketing & communications, Faber Group.

"Our experience with our first HP Latex printer was very positive, and the unique combination of more sustainable production, high-quality printing and print speed made us choose the HP Latex 3000."