Embrace Building Wraps transforms Admiralty Arch
The company has installed a giant printed CGI tromp l’oeil scaffold wrap in London
Shining a spotlight on the industry
Thursday, 04 Apr 2024 10:58 GMT
To enhance the visual impact, the wrap faces Trafalgar Square and features a blue sky design
Embrace Building Wraps, a UK specialist in printed building wraps, has completed work on Admiralty Arch in London.
The project involved the installation of a giant printed CGI tromp l’oeil scaffold wrap which replicates the original façade of the landmark building which is currently being converted into a luxury hotel.
Embrace worked with the developer Ruben Brothers and the main contractor Knight Build to create a solution that preserves the aesthetic and “historical integrity of the building” while renovations take place on behalf of Waldorf Astoria.
The wrap is digitally printed and covers an area of approximately 155m wide and 19m high. The wrap is constructed of five separate offset frames and five printed wraps to account for the concave arch.
Admiralty Arch was originally commissioned by King Edward VII in memory of Queen Victoria and completed in 1910 by architect Sir Aston Webb, the architect of The Mall and the main façade of Buckingham Palace.
Embrace along with developers and contractors installed offset frames to the main access scaffold (Peri Up System Scaffold) and covered the elevation facing Buckingham Place in a 2,945m2 one-to-one CGI image of the building on a printed wrap.
The artwork was created by the Creative Team at Embrace, using historical online references and various effects and techniques to create a realistic and consistent image that takes into account the natural and ambient lighting as well as the weather conditions and shadow fall out of the area.
Greg Forster, managing director at Embrace, says: “This project was a huge challenge for us, but we love challenges, and we always find a way to deliver an outstanding visual outcome. The size of the project, the shape of the building, the quality of the artwork, and the installation were all very demanding, but we are very proud of the result.
“We have a lot of experience in working with hotels and delivering high-quality building wraps that enhance their brand and reputation. We have delivered projects for Nobu Portland Square, The Beaumont, The Dorchester, The Peninsular London, The Ritz, and now Waldorf Astoria London Admiralty Arch. We are delighted to be part of this prestigious project and to contribute to the transformation of this landmark building.”
The wrap will be on the scaffold for around 18 months until the completion of the renovation works ahead of the hotel’s opening in 2025.
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