"We've organised it so that visitors can see the whole process in the same room," said Heidelberg UK's southern divisional manager Andy Rae. "It will mirror how customers use the technology at their own sites."

The facility will be used to show how JDF networking operates in live production situations and will be the first integrated demonstration site of its kind outside of Heidelberg in Germany.

The new showroom will be launched at the Technology Top-up event on 18-20 October, where visitors will be given the first ever behind- the-scenes tour of the Brentford HQ's operations.

"Customers can't justify just popping along to see kit anymore," said Rae. "They need to be offered something extra."

The refurbishment will bring Brentford into line with the red and grey corporate style that Heidelberg launched at Drupa.