Xerox is relocating its "Future Print Now" exhibit from Hall 16 to Halls 3 and 3a at Ipex next April but retains its 6,500m2 floor space and its status as the show's biggest exhibitor.

"When we started Hall 3 was not available. Meanwhile there have been developments in the market which mean that we can be with our digital friends but with the same exclusivity [as Hall 16]," said Xerox senior vice president graphic arts Valentin Govaerts.

Xerox had originally plumped for Hall 16, a new semi-permanent structure opposite the main entrance to the NEC, back in June (PrintWeek, 8 June). But Govaerts believes Halls 3 and 3a are a better home.

"About 65% of visitors arrive from the train and airport via Hall 3. It means a couple of people had to move," said Govaerts.

Xerox will be the sole exhibitor in Hall 3 and will share 3a. Ipex exhibition director Caroline Eden said it made "logical sense" to move Xerox to the digital area. "Its presence gives this area a prime focus at the show," she said.

Xerox will continue its "new business of printing" message it launched at Drupa last year, when its new graphic arts division was unveiled. "We have to show the marketplace that this is serious for Xerox," said Govaerts.

One of the highlights of its exhibit will be its new 6,000iph DocuColor iGen3 (formerly known as FutureColor), orders for which will be taken at the show.

The company has also announced its new Printing Innovation with Xerox Imaging Awards for users of its machines. The top five entries will win the opportunity to exhibit within the Xerox space at Ipex.

Story by Lauretta Roberts