The company is one of very few across the schedule to highlight physical media, and it showcased the personalisation possibilities of digital printing with its 'The Return Of The Physical' session.

The Young Lions Zone features HP-developed components, such as pillows and wallpaper, as well as table tops and even customised drinks cans, all produced on HP digital products.

"Digital printing allows creative professionals to connect with consumers in ways that are personal, unique and fresh," said HP's senior vice president, graphics solutions business, Christopher Morgan.

The only other specific ‘print’ seminar that took place was ‘Stuffed, Stamped and Licked’ on Sunday 20 June by Patrick Collister, Editor, Directory.