Drupa needs reinvention, says Muller Martini’s Adrian Mayr

The four-day virtual.drupa 2021 took place from 20 to 23 April 2021. According to Adrian Mayr, head of product management and corporate marketing at print finishing service provider Muller Martini, the event was a good experiment. Still, in the long run, drupa needs to reinvent itself given the rapid change the industry is witnessing. “I think it’s good that the virtual.drupa 2021 experiment has been dared [attempted] – both from the point of view of drupa and from the point of view of a machine manufacturer,” Mayr says in a recent blog post. “Because it is important that our industry marks its presence and is not forgotten. That’s why it was clear to us from the very beginning that we wanted to be represented at this virtual trade show.” Print finishing’s importance is always underestimated He said that drupa has always been important for Muller Martini and the company wanted to highlight the importance of print finishing, which is still often underestimated. However, since the physical drupa was canceled due to the ongoing Covid-19 pandemic,…

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