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Azutura adds personality to wall art

Azutura adds personality to wall art
Azutura has responded to the shift in its customer demographic caused by COVID-19 restrictions by creating a new personality-driven wall mural service.

The Durham-based company, which reports that it is connecting with artists, photographers, designers and illustrators all over the world to tell a story through its work, has relied on HP printing solutions for many years and currently runs two HP Latex 570 printers and one HP Latex 315, alongside an older Latex machine. Water-based, odourless HP Latex inks are certified to have low VOC emissions, thus ensuring the safety of printed graphics used in domestic, healthcare and educational environments, while still retaining vibrant colours.

Traditionally, Azutura’s customer network has been split between the commercial sector and the domestic market, with shoppers choosing their perfect design and dimensions via its e-commerce website. However, with the COVID-19 shutdown pausing the majority of commercial orders, Azutura has focused on customers who are improving their homes.

Azutura’s Artist Liaison, David Atkinson said: “We ran a skeleton staff for a short period, but business has picked up as people are looking to improve their homes with the use of wall murals and wall decals. HP Latex ink is safe for use in domestic settings and HP-branded wallpaper media is also easy to install and to clean, which is why many of our customers install them in their bathrooms.”

With the popularity of wall murals and decals increasing, Azutura wanted to offer something different from its competitors: a high-quality service that features exclusive, designer artwork rather than simply relying on stock photography. By working with creators directly, it can tell a story.

“We have partnered with over 100 artists, illustrators, designers and photographers so far and each of them is a real person,” said David. “We want our customers to get to know them through blog posts and interviews and to make it easy for them to choose their favourite designs from each artist.

“We are also creating a local connection. City skylines are a very popular choice for wall murals but with stock photographs, you tend to see the same images again and again. For example, we’re based in the north-east where the Tyne Bridge is an iconic landmark; through the designs available on Azutura people can see brand-new views and concepts by local creators, which give real personality to a space. We are actively looking for more artists, as many in the UK as possible – in every city and every town.”

“HP Latex is the best choice for our brand,” he added. “The quality of print is fantastic; every mural and decal is checked by hand and we hold everything to the same standard as if they were for our own homes. Our HP Latex printers are all very reliable and the speed of turnaround allows Azutura to offer next-day delivery.”

Mike Lewis, Latex Channel Account Manager, HP, commented: “Thanks to its low VOC levels, excellent colour accuracy and high-quality results on a range of wallcovering media, HP Latex is the ideal system for specialists such a Azutura. But during challenging times, it’s also its versatility that allows users to change direction and launch innovative services like this.”

For further information on Azutura, visit: www.azutura.com.

For further information on HP Latex printers, please click here

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