Technology
News on Digital Print Technology
| Saturday, 01 November 2008 12:49 |
The higher, the fewerThey are all the rage in many part of Europe, so why aren’t there more building and scaffold wraps in the UK?Take building and scaffold wraps. Popular throughout Europe, these graphics dominate some cities, being used to disguise and hide refurbishment and other work going on within. All over the world there are areas where, without the use of these graphical disguises, we would be faced with endless streets of half-completed buildings, particularly in countries where refurbishment plans have been slow because of lack of funds. Wander the pavements of some of our European capitals and it’s easy to see why giant pieces of digital print have become so popular as a stop-gap, regardless of budgetary considerations, providing more time to finish the work being carried out the building itself. It’s surprising then that there aren’t more examples of such super-wide format printing in evidence in the UK. The idea of using wide-format graphics as disguises is complemented by their use as a giant advertising medium, providing revenue opportunities not only to the owner of the building itself but also for the digital print market. Not only do these displays bring with them promotional opportunities in their own right — they can also be used to give a representation of a finished refurbishment project. Take the giant Mercedes Benz cover-all in Berlin (pictured with this article). As well as being useful from a decorative point of view, this type of printed output also can even bring with it added safety to passers-by, making it an extra-attractive proposition where health and safety may be an issue. Using graphics to conceal building works, refurbishment and development may be restricted to those of you with super-wide format printers but there are applications extending far beyond giant wraps and banners. Another example where these displays can come into her own is within shopping malls and general retail where stores might be undergoing a complete rebrand, changing hands or, quite simply, be vacant spaces which have not yet been sold or leased. Yes, you need a printer of generous proportions if you’re to output displays using the minimum numbers of sheets or panels per area but there are so many opportunities for selling digital output for clever and effective concealment jobs, and there’s always a market for that! For Monster Digital, the implementation of different types of wide-format graphics is typical. It has been responsible for the production of interior and exterior digitally produced print on sites throughout Britain. Being awarded the contract to produce a full range of temporary and permanent signs for Cabot Circus proved to be an ideal match both for the contracting company and for Monster Digital’s capabilities. As is common with this type of contract, time was at a premium. Using a mix of materials to suit and blend in with the variety of locations within the Cabot Circus site, Monster Digital output more than 3000m2 of durable print within a ten-day deadline. Not only was the company responsible for producing this complex series of graphics, every element had to be installed and ready for the opening of the new centre which took place in the early autumn. Within the centre itself any area not occupied was covered with a graphic depicting the Cabot Circus theme - acrobatic figures performing different routines. Each character was shown on a plain coloured background that featured a gradient so that the acrobat appeared to be under a spotlight. Monster Digital worked closely with the creative team to ensure that the right effects were produced on each variation of the original graphic, taking into account the practical aspects of each site as well as the aesthetic requirements. Earlier in the year Kent-based ESP Technologies Group put its 5m-wide printing capabilities to the test when it produced a series of giant scaffold wraps for a major refurbishment project in south-east London. The L&Q Group was chosen by Lewisham Park’s estate resident steering group and the council as their preferred housing association partner and whilst refurbishment of 204 flats was being carried out, the work was promoted and disguised by giant mesh graphics. This series of applications is typical of the type of contract in which ESP Technologies Group excels - undaunted by the size and idiosyncrasies of an end job, seeing awkward elements and difficult locations as a challenge. Dominating the tower blocks, the graphics were produced on a mesh fine enough to provide residents and workers sufficient light from within yet designed to provide clearly legible text and graphics that passers-by couldn’t miss. Current digital print technology provides a real opportunity for those among you that see the potential to ‘sell’ output ideas to those in charge of disguising empty and unattractive spaces. Tourist spots can benefit greatly from featuring pictorial representations of buildings, and a good example of this has been work carried out at St Paul’s Cathedral, which featured a life-sized print that was sufficiently convincing from a distance to resemble the real thing. From an advertising viewpoint, the impact provided from giant graphics can easily recoup the costs of producing ultra-large displays. But councils and local authorities often have to become involved, not only with permission for the end site itself but, also, because of the logistics involved when installation involves specialist teams and equipment. Nonetheless, the availability of suitable materials and the right kind of printing kit now means that there is a far brighter alternative to many of the dreary options presented by half-finished buildings and empty shops and stores. Different countries and areas have varying rules relating to what is and isn’t permitted and this normally results in a mix of building and scaffold coverings used purely for advertising purposes with a percentage only being permitted to display a pictorial image of the construction’s end facade. The combination of imagination, technology and the right equipment can be used to produce awe-inspiring results. Although the UK is catching up with other parts of Europe, there are still plenty of opportunities for providing effective cover-ups in the UK. 
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