Founded in 2009, Lichfield-based Coolshock works with several major drinks brands, supporting them with brand activation across the retail, travel, exhibitions, and festivals segments.
Since 2021, the business has expanded its offering, delivering a wider design and promotion service to its customers. This means it can deliver services in-house including CNC, paint spraying, laser cutting, and engraving.
Alongside this, Coolshock has also recently built a new print room, featuring an HP Latex 330 and a Latex 700, allowing it to produce a wide range of printed applications in-house.
However, the company was still having to outsource superwide-format work and therefore decided to invest in the 3.2m-wide Latex 1500, which offers print speeds of up to 74sqm/hr. Supplied by Papergraphics, the device was installed in March.
“Our industry is often last minute; having the HP Latex 1500 means we have more flexibility to turn jobs around quickly and check quality at the point of print. This helps us to avoid any issues on site when it is too late,” said Coolshock managing director Paul Hulston.
He added the Latex printers enable the business to meet client demand for sustainably printed work.
“I had been looking at a number of superwide format printers. Given that we and our clients are focused on sustainability, the [water-based] HP Latex inks allow us to recycle our products much easier.
“The curing speed also means we can turn print around much quicker than the solvent machines I looked at, and this was important for me.”
Work currently being run on the new printer includes block-out fabric for exhibition stands, as well as backlit fabrics for use on stands and at airports. Other applications include printed and cut vinyl for wrapping furniture and wallpaper for branding clients’ offices.
“We aim to be able to carry out test builds in our warehouse next to the new print room so clients can view their exhibition stands and print prior to installation on site,” Hulston added.
“If there should then be any amendments, we now have the ability to do this straight away to ensure client satisfaction.”
The company is also now eyeing up opportunities in different markets, as well as another new investment.
“We are hoping we will be able to break into some new markets with the printer and work with like-minded exhibition companies,” said Hulston.
“In fact, we may look to invest in a hybrid machine in the future to add even more capabilities to our wider print offering.”
