The manufacturer is running a 1.62m DesignJet Z9+ Pro, Latex 800W, Latex R2000 Plus and PageWide XL 10000 printers on the booth, which features a recycled wooden flooring material, displays and stand furniture made from wood, and real trees.

HP marketing manager for central Europe, Angelika Selg, said: “As our co-founders said, the betterment of society is not for a few people, it’s for all of us. Since that time it has been in our DNA.”

She pointed out that HP has been making water-based ink since 2008, and said the sustainability message and initiatives had been a hit with visitors: “It’s a whole eco-system and it’s been welcomed because people can see it’s not just words,” she explained.

“The whole industry is following us now so we must have done something right!”