Friday, November 13, 2026
Innovation in visual communication
2027Associations and MediaVisual CommunicationDigital printingInnovationMaterials and suppliesPersonalisationSustainability
Graphic communication evolves: 3D, cardboard and reusable textiles transform events
Digital printing goes far beyond traditional banners and media. An Eventoplus discussion with C!Print Madrid explores the new creative, technological, and sustainable possibilities of the sector.
Graphic communication is ceasing to be a purely functional element and is becoming a tool capable of creating spaces, experiences, and environments. This was one of the main conclusions of the podcast. "Innovation in graphic communication"Organized by Eventoplus in collaboration with C!Print Madrid and hosted by Eric Mottard, CEO of Eventoplus Group.
The debate included Ana Fenoll, design and creative director of Fazeta Producciones; Jordi Yagües, Business Manager Commercial & Industrial Printing at Epson; Sebastien Pietri, director of Northern Design; and Valentina Bustamante, marketing director of Artecomp.
From canvas to experiential spaces
Banners and roll-up displays are just the starting point. Advances in materials and printing techniques allow for the development of self-supporting, lightweight, and durable structures, as well as solutions with textures, reliefs, and three-dimensional effects.
2D printing is also gaining depth thanks to new finishes, while direct printing on three-dimensional objects opens up new possibilities. The combination of printing, lighting, and translucent elements allows for the creation of increasingly sophisticated visual effects.
Technical cardboard and textiles gain prominence
Technical cardboard is becoming established as an alternative for the construction of temporary spaces. Today, there are recyclable, fire-resistant, and even acoustic solutions, with high-quality finishes that can aesthetically compete with other materials. One example is the 100% technical cardboard stand developed by Artecomp for Fitur, which won an award..
Textile solutions and reusable structures are also on the rise. Systems like Ecolux, with aluminum profiles available for rent and washable textile graphics, allow the same structure to be adapted to different events. Furthermore, textiles offer large, seamless formats, fold easily, and take up little space.
Sustainability: a responsibility from the design stage
One of the major themes of the debate was the need to integrate sustainability into the entire process, not just in the choice of medium. Planning, production, inks, transport, assembly, and waste management are all part of the equation.
Participants highlighted the evolution of recyclable materials and certified inks, as well as the importance of designing with reuse and disassembly in mind from the outset. And one idea became clear: Choosing sustainable materials no longer means sacrificing aesthetic quality or design..
AP Digitales stand created by Northern DesignSuppliers, creativity and new technologies
Early collaboration between agencies, clients, and suppliers is another key factor. Consulting specialists from the initial phase allows for the discovery of materials and applications that can transform a project.
Artificial intelligence helps conceptualize ideas, but turning them into real solutions still requires technical expertise, material selection, production precision, and time. In fact, participants identified reducing lead times as one of the sector's biggest current challenges.
The integration of printing and audiovisuals is also gaining ground: cardboard, LEDs, screens, vinyls and projections are combined to create more impactful visual experiences.
Production of the COTE Gala, by Fazeta ProduccionesC!Print Madrid, a meeting point for innovation
The debate highlighted a sector in full transformation, where new materials, technology and sustainability expand the possibilities of graphic communication.
Many of these innovations and applications can be discovered in C!Print Madrid, from January 12 to 14, 2027, at IFEMA Madrid, the leading trade fair for professionals in printing, visual communication and personalization.
You can watch the full podcast recording in the video: