Daniel Martinez · SVP and Division President, HP Large Format Print · HP · PRINTING United 2025

At HP’s impressive booth at Printing United in Orlando, Morten B. Reitoft from INKISH meets Daniel Martinez from HP to talk about the newly launched HP Latex FS70W. The FS70W is described as HP’s most productive latex printer to date, offering 50% faster output compared to previous models while maintaining exceptional print quality and color consistency. Built on a proven and reliable platform, the FS70W has been tested under demanding production conditions and praised by early adopters for its durability and performance.

Daniel Martinez explains how HP’s unique water-based latex ink technology continues to be a key differentiator in the market. Unlike UV-based systems, HP’s latex inks are odorless and non-toxic, making them ideal for sensitive environments such as hospitals and children’s facilities. This aligns closely with HP’s strong focus on sustainability and environmentally responsible production.

In addition to the printer launch, HP is also introducing new updates to its Production Hub software. The platform now supports devices from other brands, enabling complete workflow management from order creation to print production in mixed-fleet environments. New automation features include preflighting, automatic RIP submission, and integration with e-commerce systems, giving print service providers full end-to-end visibility and control.

The discussion also touches on the role of AI in HP’s development strategy. HP is integrating AI technologies across its systems, improving image precision through pixel control and enabling smarter, more automated production workflows. With market growth of around 6–7% annually, Martinez highlights how automation, efficiency, and innovation are essential for handling increasing production volumes.

The conversation concludes with a look toward the future of large-format printing, where HP continues to focus on speed, reliability, sustainability, and intelligent workflow solutions. With the FS70W and the evolving Production Hub ecosystem, HP is positioning itself strongly for the next phase of digital wide-format production.