Ferrari Publicità Esterna (FPE), based in Milan, Italy, bought an HP Scitex FB7500 printer at the recent Viscom Italia show, HP states. FPE chose the wide-format machine to meet demand for point-of-purchase work.

"Our goal is to add value to brands and brand communications by taking care of all the production steps of the advertising materials from printing to being put on public display," says Paolo Ferrari, managing director, FPE. "Much of our work is on fluted PPL sheets, so after working with the press for a while, we will begin to migrate work from our screen units."