Markus Benesch started his first practice at the early age of 17. He is a trained succo artist and lives and works in Munich and Milan. The studio Markus Benesch Creates offers a wide range of design services such as products, interiors, materials and surfaces, cooperating with the most important companies in the design sector. He has presented his own collections at several international furniture fairs and has designed many shops, showrooms, furniture and developed different technical and chemical inventions. Markus will be speaking at the InPrint Development Forum on 24th September and at the InPrint Show in November.
How important is digital printing technology for your business?
“Since the early days of digital printing development I have been inspired by the potential it can deliver. When I work I like to be able to show people the possibilities that you would not expect with wall paper and I like to stretch both mine and their imaginations. What I love about digital printing is that you don’t have the problem of scale as there do not need to be repeats and this really frees up the design.
With digital print you can really take advantage of the speed and instant nature of digital printing as this is a key advantage over older techniques. This also leads to a new design process as the proofing is so fast - you get the final product into your hands and this leads to a range of new designs we haven’t seen before. Over time this has gotten much quicker enabling designers meet the needs of customers for quick reproduction of ideas and shorter lead times.”
So is freedom of design the main driver?
“Yes indeed. But digital also gives me tremendous accessibility to the technology as you really don’t have to build a factory first. This enables us to experiment and learn more about the production capability because you can simply have and use your own printer! Another factor is the possibilities in printing, the different gradients of colour you can use, the wide array in colours you can print are virtually endless and of course the economic aspect. For example, it costs almost the same to print 10 colours as it does to print 100 colours! Overall this technology really gives the designer much more creative freedom.”
How much of your work is now digitally printed?
These days with our business 85% is digital as it has matured as a process and the quality is so good along with the new development of wallpapers and inkjet direct onto substrates.
85% is a high percentage, does this mean that digital will in fact replace analogue printing when it comes to décor?
“It may do in certain fields because there are so many advantages and in other applications it may not. I do not really think it is a case of one replacing another but a newer technology being able to achieve things the traditional technology cannot. For instance we see that digital printing enriches analogue as you can combine both the technologies whilst using digital to bring a design to life and that may be used in long run production where the analogue print process is the best process to use.”
For more info check out www.markusbeneschcreates.com