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Signs and Graphics


eco­friendly, which was important to DFS, who were focused on the environmental impact of the project. This new store concept is now being rolled out in out­of­town DFS stores. Creating a new retail concept allows a signs and graphics manufacturer a real opportunity to get in touch with the crux of a brand. BAF Graphics were recently asked to get involved in the outfitting of a brand new Whole Foods Market London shop on Glasshouse Street, London. Because of the brand’s ‘all natural’ ethical stance, they wanted a partner who could produce and manage the installation of all interior branding and signage using a number of eco­friendly materials and methods of print. The aim was to produce results in line with the company’s organic ethos, and to align the store with the natural goodness of the products. BAF produced around 500 pieces of


graphic material ranging in size from a few centimetres up to over 3 metres, mainly using Dufaylite, an unfinished honeycombed centered card board that can be printed onto directly using the company’s high quality flatbed printer. A variety of appropriate materials were used in different areas of the shop: in order to achieve the greatest impact, combined with the durability needed for a


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hands­on visitor experience, BAF recommended printing a number of large aluminium signs that resulted in an 'aged' effect. In addition, the use of a product that could be printed and then heated into exposed brickwork and onto metal freezer doors helped provide the end result that Whole Foods was after. As a great end to the feature, we’ve also been chatting to Birmingham­based signs and graphics specialist Hollywood Monster about an exciting project that they have been involved in with Westfield Stratford City. The team is working alongside Westfield on a prestigious £1 million­plus project in the run up to the Olympics, building some of Europe’s largest ever banners, which are being installed at the shopping centre. A creative team has been working on


producing dozens of banners over the past two months at Hollywood Monster’s HQ, and its rope access installation team of 20 has been hard at work fitting the banners. The team has worked with Westfield Stratford before, and this opportunity to dress the link bridge means Hollywood Monster’s work could be seen by more than four billion TV viewers during the games. “The calibre of contracts we’re awarded


from Westfield is very high – there’s lots of scope for creativity and flair, something our


team prides itself on,” explains Hollywood Monster Director Simon McKenzie. “We can’t wait to see the full effect of the Stratford banners – they’re going to have a massive impact throughout the world’s greatest sporting event.” Signs and graphics provide a great opportunity to develop the perception of a brand. Whether it’s investing in brand new technology to maintain a modern feel, or attracting attention with statement graphics, making sure signs and graphics reflect the right brand image is essential.


Contacts


HL PPE T: +44 (0)1279 201 070 www.hl-display.co.uk


The PAI Group T: +44 (0) 1554 740500 www.paigroup.com


Hollywood Monster T: +44 (0) 121 764 3222 www.hollywoodmonster.co.uk


BAF Graphics T: +44 (0)844 8759632 www.baf.co.uk


www.a1retailmagazine.com


A1


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