Expo Equipment Purchases Add Possibilities for Adnormous Graphics

At the 2023 PRINTING United Expo in Atlanta, HP posted a sign atop one of its machines announcing it had been purchased by Adnormous Graphics, a wide-format printing company operating out of Marietta, Georgia. Wide-Format Impressions reached out to the Adnormous Graphics to learn more about the purchase, and the considerations that led to it.

Mark Rowe, owner of Adnormous Graphics, with the company's new HP Latex 3600 printer.

Company owner Mike Rowe, who describes Adnormous Graphics as a “large-format printing, marketing, and advertising company,” shared that, first of all, he knew what he wanted. He says the Adnormous Graphics production floor was already packed with HP equipment – ranging from latex-based printers to flatbed inkjet, to dye-sublimation – eight machines in all. With these solutions, the company produces vehicle wraps, tradeshow displays, banners, wall and floor graphics, and interior graphics for hotels and public spaces.

Asked why he purchased the HP Latex 3600 printer, Rowe says, “I like redundancy.” He says a key production goal at his company is to be well-equipped to take whatever work comes its way – and his technology play is not about capacity. It is instead about being able to turn the work quickly, to get things done even amid tight deadlines. He views it as a competitive advantage. The latex unit was a known quantity, he says, noting his shop already had another 3600 in operation.

For certain jobs, Rowe says latex ink is a great fit for his company. He shares that he has a lot of clients who are interested in sustainable options – even some bids they receive specify its use. Further, he says the rapid curing of latex inks allows the company to move prints right into lamination, and their durability is favorable for outdoor applications.

About the PRINTING United Expo, Rowe said, “I thought it was amazing.” He added that “since COVID, thought it was the best Expo they (PRINTING United Alliance) have had.” His business took full advantage of the fact it took place right in his backyard. “Because it was local,” he says, “I had all 14 of my employees attend each day. It got them all excited about doing their jobs.” Rowe says he also plans to attend this year’s 2024 PRINTING United Expo in Las Vegas (September 10-12).

Rowe says that in addition to purchasing the HP latex machine, he also purchased a Matic sewing machine. Beyond the equipment he purchased, he says he was very impressed by wide-format printing/texture printers produced by Vieka and now marketed by Roland DGA as DG Dimense. “Based on what it did and its output,” he says, “the technology was really cool.” He added that the price point for these systems makes for a compelling opportunity.