WrapFest Preview
WrapFest 2026 in Barcelona: What can you expect?
Continuing from Sign Update’s FESPA preview, we delve into the updates that visitors can see from WrapFest’s co-location with FESPA this year. To find out more to what this new co-locating WrapFest holds, we spoke to Duncan MacOwen, head of marketing and events at FESPA.
W
rapFest has announced its new home co-locating with FESPA, but what does that mean for visitors?
There are just two months to go until WrapFest 2026!
Co-located with FESPA Global Print Expo European Sign Expo, Personalisation Experience, Textile and Corrugated, the event will take place at the Fira de Barcelona, Spain, from May 19 to 22, 2026. Operating under the theme ‘The Place for Experts’, six
co-located events will serve as the ideal meeting point for visitors to connect with a broad range of like-minded experts from across the wrapping, speciality print, packaging and signage industries. In addition, they will discover an array of products and
solutions, and develop their understanding of market trends and potential revenue streams for their businesses.
WrapFest After its initial launch in 2023, WrapFest has quickly established itself as a must-attend event for the vinyl installation, interior decor, graphics and detailing community, by bringing together numerous leading global brands to showcase their solutions. In its new format in Barcelona, WrapFest will provide visitors
with access to more than 2,000m/sq of exhibition space. The floorspace will showcase an array of innovations for
the vehicle wrapping and vinyl applications market, including window film, garage design and interiors, laminating machinery, vinyl cutting and finishing, inks, printable films, ramps and lifts. It truly brings these industries closer to the heart of the
action – and wider speciality print industry – than ever before. We’re pleased to announce that visitors will have the
opportunity to meet with a strong line-up of brands and suppliers, including APA, Antalis, Arlon, Hexis, LX Hausys, GSWF, Legend PPF and SOIF.
World Wrap Masters Visitors to WrapFest 2026 will also get to experience the high-energy World Wrap Masters European and Series Final competitions, judged by industry experts Ole Solskin, Kiss Lajos, Penelope Garrido, Ivan Tenchev, Carlos Ruiz and Paige Walton. Over the first two days of the event, World Wrap Masters
Europe will see regional competitions, during which vehicle wrappers from across Europe will go head-to-head to wrap a variety of special objects and vehicles. On days three and four of the event, regional champions
will battle it out to be crowned World Wrap Masters 2026 champion in the Final of the global series. In addition, visitors can also attend a series of live wrapping
| 54 | March/April 2026 Duncan MacOwen, head of marketing and events at FESPA
demonstrations led by industry experts and a dedicated WrapTalks conference programme which will provide detailed insights into the latest trends and challenges within the industry.
Trends Each year, visitors to FESPA events are able to discover and develop their understanding of the key trends driving the industry forward, and FESPA expects WrapFest to do just that. Throughout recent years, the organisation has seen a
noticable growth in sustainability, interactivity and personalised finishes across various industries, including wrapping. Due to increasing demand for reduced environmental impact
and in alignment with tightening environmental standards, FESPA are seeing businesses integrating more lower impact materials, including vinyl and films. With advancements in technologies and the desire to
captivate the attention of consumers, wraps are becoming increasingly interactive. Whether they’re incorporating QR codes to enable
businesses to drive traffic to where it matters most, or using smart technology to allow for colour or pattern changes at the touch of a button, businesses are branching out to ensure the engagement of their audience from initial connection. The demand and expectation for tailored customer
experiences continues to rise and the pressure to deliver unique, premium products and services is in higher demand than ever. From commercial and promotional designs, to packaging and
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