Personalisation has quietly become the new design currency. Whether it’s a boutique retail space or a flagship store, people now want interiors that feel distinctly their own. Retailers thus prefer solutions that allow them to refresh their visual identity quickly, and wallpapers, canvases and films allow that without full-scale redesigns. This shift is pushing wall graphics, window films, blinds, and other printable interior materials into the spotlight, turning them into powerful tools for designers who want to create agile and expressive environments without heavy renovations.

In a detailed conversation, Deepak Gupta, Director of Sun Sign & Technologies, shared how this growing demand is reshaping the entire ecosystem, from printers and designers to architects who are looking for greater flexibility and deeper customisation. With Starflex and Sunstar (brands under Sun Sign & Technologies) serving the signage sector for over two decades, Deepak notes that the company’s move into wallpapers and canvases is a natural progression aligned with the evolving needs of the market. The conversation also highlighted why the next few years could be transformative for the wall decor and architectural media industry as a whole.

From market demand to strategic expansion

Deepak recalls that he entered the wallpaper and canvas segment not as a trend play, but as a direct response to market needs. Printers, machine manufacturers, and designers were increasingly seeking specialised and print-ready wallpapers that could offer high-quality output and environmentally responsible inks.

The state of retail’s eco-framework

Eco-friendly ink is of course only one among the many aspects when it comes to environmentally responsible operations, and the larger challenge of having an end to end sustainable practice in the eco-system continues to be a pressing one when it comes to printed graphics in retail. Deepak also agrees that, media and inks form only a small part of the larger retail ecosystem, and the road to sustainability is still long. He explains that corporates are not yet willing to pay a higher price for PVC-free products.

Deepak also points out the challenge of reuse and recycling. He says, “Most materials are customised for each company, so they can’t really be reused, and the industry still lacks strong recycling systems.”

A complete ecosystem for architects and designers

For Sun Sign the mission is clear -- bring to the table is an integrated material ecosystem. Deepak explains, “If you see a room, the window film, the blind, the fabric, the canvas, everything can be printed. Our ideology is that if a printer needs anything to print on, we have it.”

To help architects visualise this integration, the company has even created comprehensive catalogues demonstrating how four surfaces can be used cohesively inside a single room. “This helps architects deliver richer and more personalised spatial narratives,” he shares.

What’s next?

Looking at the wider market, Deepak believes the demand curve is still strengthening. The adoption across sectors is increasing year on year. He emphasises, “The business is growing, the market is growing. There is still enough consumption happening.”

Designers, according to him, are looking for that ‘extra element’ and deeper personalisation, which is pushing growth across wall graphics, blinds, window films, canvases, and textured materials.

“We are expanding our wallpaper portfolio to include fire-retardant wallpapers widely used in hotels and restaurants where fire-resistant materials are essential, along with a premium range that caters to more elevated design requirements,” adds Deepak.

From his perspective, the expansion of wall graphics is a natural progression driven by designers and architects demanding more personalisation and brands rethinking their spaces. The shift toward custom, changeable and print-ready visuals is creating new opportunities across the board.

Print & digital: Can they co-exist?

With increasing presence of digital screens in stores, the question does arise regarding the demand for prints. Deepak believes both formats will continue to grow side by side. He explains that demand for print is driven by smaller markets/players.

“Digital is a big investment,” he says. “It has started in some metros, but it needs a big initial investment, after-sales service, a strong electricity ecosystem, and also the right location. Both digital and print co-exist and grow well together,” Deepak sums up.