“The quality of digital technology allows us to work with autonomy, versatility, resolution and speed”


CATEGORY: Interviews with consumer brands

Interview Rafael Gonzalez, CEO and founder of Adaequo.

INFOPACK: Adaequo has specialized since its inception in the creation and manufacture of Point of Sale (POS) advertising. Why did you decide to expand your business to the world of packaging?

The origins of Adaequo are in packaging, although we have subsequently specialized in the design and manufacture of POS, first in cardboard and then in different materials (plastic, wood, metal), we have not ceased to provide this service to our clients in order to try to cover the small packaging and publishing needs that are usually linked to POS campaigns.


INFOPACK: What role does the Xerox Iridesse digital press play in this step taken by Adaequo? What was the reason for installing this machine?

We are not printers. Well, rather, we weren't. The market changes, solutions advance. Our market, 80% of which is cosmetics and perfumery, requires exquisite print quality. Until recently, our customers didn't want to hear about digital printing, but things have evolved. Today, the digital printing quality of some equipment has nothing to envy of offset. Sometimes they surpass it and make small print runs cheaper. At the beginning of 2017, we incorporated a large-format digital printing equipment into our machine park and since June of this year we acquired the Xerox Iridesse press from Cribsa, we have seen an opportunity to continue innovating, the result obtained in optimization, versatility and autonomy is excellent. The features of this press of small format, allow us to give a quality service to our customers, and also solve a percentage of impressions of items of PLV of our day to day.


INFOPACK: What kind of work does this equipment cover? Could you tell us about new applications, possible market niches that can be penetrated... What type of customer is most receptive to the work of Xerox Iridesse?

PLV of small format cardboard, strips for cases, catalogues ... For the moment we have not considered new market niches, but simply expand our offer and solve small demands of our market. In the midterm, it will undoubtedly give us the opportunity to provide this service to new customers.


INFOPACK: What would you highlight about this press? What specific characteristics have surprised you the most or do you think have brought you the greatest benefit?

To be able to work on supports that we normally use up to 400gr.; the possibility of printing on gold and silver laminates; to have white, silver and gold; and, the most important thing: printing quality.


INFOPACK: Innovation, high value, personalization, differentiation, are concepts usually associated with digital technology. From your experience as a printer-converter, what is your assessment of digital technology?

From Adaequo's point of view, we have greater demand, but small quantities and increasingly tight deadlines. We only hoped that the quality of digital technology would allow us to work with autonomy, versatility, resolution and speed.


INFOPACK: Current trends in cases and displays for high-end products (perfumery, gourmet food, etc.). Where is this market headed?

Evolution seems to be constant. Gold, silver, reliefs, special materials... Our primary task is to be alert and aware of trends and to propose solutions to the demands of this market that insists on differentiating itself.



Adaequo in figures:


Adaequo celebrates 20 years.

It designs and produces POS advertising elements in cardboard, plastic, wood and metal.

Headquarters and factory of 7,000 square meters in Montmeló (Barcelona).

Commercial office in Madrid and Paris.

Own design agency specializing 360º in retail (Baskiat).

80% of its customers are in the cosmetics, perfumery and dermo-cosmetics sectors, but it is opening up to other markets.

40% of revenue comes from exports.

A staff of 65 employees + auxiliary workshops.

2017 turnover: 10 million euros. + 7'4% on the previous year.

Its latest commitment to innovation (2018) has been to integrate large format 3D printing (up to 1.20 x 1.50 x 1.80 m high).



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