The 5m-wide Rho arrived at the Birmingham business’ production site in December, bringing superwide production capabilities to the firm for the first time.

It will support Aurora in producing applications including exhibition graphics, POS, outdoor graphics and backlits, as well as some work for trade and print management clients.

Managing director Mike Stearn said: “It’s never an easy decision with an investment of this scale, so we had to see what was available on the market. The reason we selected Durst included the build quality, productivity, versatility and the fact it’s the best offering on the market.

“The Rho 512R LED will complement our existing equipment and help us to continue to provide a first-class level of service to our clients and give a wider choice of products we can service to them.

“This is another example of our commitment to investing in the best technology in the market, which will complement our existing portfolio and helps us to step up to the next level. It also reflects the ethos of a client-led company that always seeks to employ solutions-driven people who will continue to further professionalise the business.

“We certainly don’t want robots.”

The Rho 512R LED is a six-colour plus white device that prints at speeds up to 360sqm/hr and resolutions up to 1,2000dpi. Its LED curing allows for faster turnarounds, which Aurora will be using to its full advantage as part of its progressive business growth plan.

With its key production facilities in Birmingham, Aurora Graphics also runs a London office, and employs 29 members of staff in total.