Scaling up

From their origins in super-size banners and plain construction site ‘cover-ups’, building wraps have become a fast growing sector, in terms of both volume and the sheer size of the wraps themselves. They are now a highly popular choice to display memorable and eye-catching graphics.

For advertising, although a more costly format than traditional forms of signage, the impact of a building wrap is massive and highly effective in promoting marketing messages. It attracts the attention of everyone passing by and, depending on size and location, the very biggest wraps may be seen for miles.

Other applications include obscuring building sites or buildings undergoing renovation, making it more aesthetically pleasing for the observer, and sometimes giving a sneak preview of what will be revealed on completion. Wraps are also being used around grandstands at outdoor events to protect spectators from the elements as well as advertising the event itself.

The material world

The most commonly-used substrates are PVC mesh, self-adhesive vinyl and perforated self-adhesive vinyl. PVC mesh fabric has been specifically developed for outdoor use, as the small perforations in the fabric allow air to flow through the mesh, thereby reducing the load placed on the structure or building and on the wrap itself. It is also a very durable material. PVC mesh, therefore, tends to be the preferred choice for very large applications involving high scaffolding or entire buildings, where safety of the installation and wind-load are primary considerations.

Blink Giant Media, favours Seemee substrates from the Verseidag Group, such as Mesh Supreme, a light-weight specially designed knitted fabric, that offers precise colour acceptance, and does not distort during welding. There is also Frontlit Standard, which has high tensile strength and UV stability and is designed for all solvent ink systems.

“Large building wraps need a high quality substrate and we find that the quality of their products are consistently excellent,” says Blink Giant Media director, Steve Wilkinson.

The company also recently completed a 6,500sq m wrap opposite the London Olympic site, using Seemee Pure Eco banner material which incorporates Verseidag’s new water-based technology. Of which Williams says: “This is the largest wrap in the UK to date to use the phthalate-free, PVC-free substrate, and it turned out to be a great case study for the use of this eco friendly product. Let’s hope that this substrate will become the norm for large wraps in the near future.”

Kent-based Icon does not heavily favour any one material, but adapts its solutions to specific projects. More recently, the company has moved away from banner wrap and more into combining one-way vision vinyl onto glass with digital wallpaper mounted to the contours of the building, rather than using structures to mount the wrap. In other words, the building becomes the ‘canvas’.
This technique was used by Icon on Sea Containers House in London, as part of a global branding exercise carried out for Aviva.

“The development of direct to surface vinyl has made this more achievable,” explains sales and marketing director, Andrew Hodson.

It’s a fix

A whole range of fixing and installation systems may be used, including cables and ties, tensioning systems, temporary or permanent frame systems, direct to façade and direct to scaffolding. The direct-to-surface system employed by Icon uses the building itself as a medium rather than covering it up.

“It’s a development of a popular medium but a way to get bigger coverage and bolder effect because more of the building can be used, and it’s proving very popular with event organisers and brands as it has a much more impressive effect,” says Hodson, continuing: “In addition, there are massive implications in relation to health and safety and public liability, in terms of injury to people or damage to buildings as there is much less risk involved.”

However, Icon is still very much involved in applying stretched banners, where the choice of fixings used depends upon the buildings concerned with regard to what can be applied and what is permitted.

For example, when installing a wrap for the World Cup 2006 at the Olympic Stadium in Berlin, a protected clamping mechanism had to be devised onto which to attach tensioned cables and banners inside and outside the stadium, as the building is listed and no intrusive fittings were allowed. The system is still used at the stadium today for domestic events.

Wilkinson believes banner finishing is a critical element that needs to be considered, along with the critical loads that will be imposed on the structure supporting the wrap: “If these elements of the project are given the correct amount of attention, then the project is on its way to being a success. It’s not always about the technicalities of fixings but about the expertise available and building on that all the time.”

In terms of installation, rope access has increasingly become the method of choice, whether it be for direct to building, to scaffolding, to frames or direct to structure, as it is particularly cost-effective, especially where access is difficult. There is no need for expensive plant and equipment, such as cherry-pickers, cradles and scaffolding. Also, there is minimal disruption at ground level, no inconvenience related to road closures or public safety, and the system allows rapid installation and dismantling of materials.

The way forward

Hodson says there is no, ‘magic new system’; it has been more a case of the gradual evolution of banner wraps that has come out of the building industry. Clients and brands are looking to be more creative, push the boundaries and ‘go one better’ all the time.

“The direct to structure technique that we use has become more popular than banners. It can’t be used for everything but it is very much an option that that is considered on a more regular basis. It also depends on client budget as cost-wise it can be a more expensive route—but it is very impressive,” Hodson says, adding: “We are fortunate in having the unique combination of offering both temporary event and more permanent forms of branding, together with extensive experience and knowledgeable suppliers.”

Wilkinson would like to see more environmentally-friendly substrates become the norm for large wraps: “We have proved that they can be a success with a large wrap; let’s hope the demand will be there in the near future.”

What does it take?

So what does it take to break into building wraps as a product or service? Building wrap printing is a highly specialised form of graphic production that is normally carried out by specialist wide-format printing companies. To successfully develop a building wrap, businesses require printers that are skilled in handling tiling, printing and finishing on a giant scale, and who have an understanding of printing on different substrates. The capability to manage premises and supervise installation is also essential. Whether in-house or outsourced, installation must be carried out by certificated and insured operatives in order to ensure safety, compliance and correct installation.

Wilkinson offers a final word of caution: “Producing and installing large building wraps has matured as a market sector of the last ten years or so. However, it is still a very specialised print sector service, with possibly very serious consequences if the project is not handled with the right team with the necessary skill set.”