Sunday, 09 Nov 2014 20:11 GMT

Pop-Up Signage

With more end-users looking for display options that offer versatility, high visual impact and easy set-up, it is no wonder that pop-up signage is firmly holding its own. Brenda Hodgson takes a look

Instant Impact

Pop-up signage systems have been around for the past 30 years or so, all operating on the same basic principle of an expanding magnetic frame onto which a seamless wall of graphics is attached.

However, their popularity has in-creased in recent years for all manner of temporary signage, such as exhibitions, seminars, product launches, road shows, and for the plethora of pop-up shops that keep on, well, popping up.

The very nature of pop-up signage, being portable, very light-weight and easy to transport and set up, means that it lends itself perfectly to a wide range of applications. It is ideal for any size of business as it can be easily managed, even by a single individual. It also answers the exhibitor’s ‘prayer’ for minimum set-up and break-down time, with a quick and easy exit from the exhibition site.

Systems go

I asked two of the top pop-up manufacturers on the market, Ultima Displays and Expand Media, about their best-selling systems.

“Our best-selling pop-up systems are Impact Bundle and Evolution Quick, which are stylish in design yet durable,” says Andrew Burdett, European managing director at Ultima Displays.


(Above and below) Ultima Displays’ popular Impact Basics Bundle offers a complete package of curved frames, fabrication accessories, lighting, carry case, and beech table top. Ultima’s popular mid-range pop-up, Evolution Quick, features self-locating ‘smart’ magnetic locking arms and mag bars



The Impact Basics Bundle comprises a 3 x 3m or 3 x 4m curved frames, supplied with mag bars, hangers and kickers and a 30m roll of magnetic tape. It also includes a Zeus case and hinged thermoformed tabletop in beech, as well as two Powerspot 950 halogen lights. It gives a graphic height of approximately 2225mm.


 


The Zeus case is suitable for carrying both frame sizes and one set of graphics. Evolution Quick, Ultima’s popular mid-range pop-up, features self-locating ‘smart’ magnetic locking arms and mag bars, with adjustable clip-on graphic hanger fittings. It comes with the option for graphics to be dis-played on both sides and is available in a variety of combinations for free-standing, straight or curved displays. Fabric panels are available and the system can be supplied as a frame or graphic kit.

The Stowaway, known as our ‘five second banner’ because it literally pops open in less than five seconds, has proved very popular during the outdoor season”


“In addition, the Stowaway, known as our ‘five second banner’ because it literally pops open in less than five seconds, has proved very popular during the outdoor season, along with the brand new Zoom Tent,” continues Burdett, adding: “Stowaway is a great flexible display product that will make your message stand out from the crowd at any event either indoors or out.

“It’s extremely portable and light-weight the design is based around sprung fibreglass poles that require no assembly and it packs away into a small carry bag.”

The 3 x 3m Zoom Tent, made from lightweight aluminium, is easy to assemble and packs down into a strong and sturdy wheeled bag. It allows plenty of space to shelter from sun or rain, and extra protection can be provided by optional full and half wall panels.

Expand International’s flexible display system Expand LinkWall, together with its pop-up wall, Expand Media-Wall are currently proving popular customer choices.


Set-up from box to ‘buzz’ in just a few minutes with Expand Media’s MediaWall that comes in five sizes and both curved and straight options. It can also be upgraded with Expand M2 (below), which integrates its PodiumCase combined counter and transport box, as wellas two pull-up banners



“Together with our combined counter and transport box on wheels—the Expand PodiumCase—they become very versatile and quick to set up as event display kits,” explains Expand International (GB)’s sales manager, Michael Southey.

Expand LinkWall is a patented system, comprising a combination of LinkWall units (a type of banner stand) and flexible linking graphics, connected with a magnetic solution. The flexible linking graphic has a rubber profile that allows the shape of the wall to be changed. As many units as required can be used to create the desired configuration.



















Expand believes that, with the option of five sizes and both curved and straight options, its Expand MediaWall can provide the optimum shape and proportions for displaying any mess-age, as its shape enhances the visibility of graphics, allowing them to be seen from all angles. Expand MediaWall is also reportedly designed to be easy and fast to set up in a wide range of locations and it is easy to carry in Expand’s suitcase style transport box. This can also be turned into a counter or podium, complete with detachable shelves for storage if required.

The company claims that Expand MediaWall is one of the lightest image walls on the market. Southey outlines the advantages of the two systems: “The Expand LinkWall enables you to change the shape and size depending on event and location.  This could be a large U-shaped exhibition stand one time, a tower the next and a serpentine the next. You can create your own shape and look unique. It’s easy to use and re-use.


Expand Media’s LinkWall proved to be the ideal solution for Uppsalahem when they wanted to create something unique with a wave-like wall



“Meanwhile, the curved Expand MediaWall is not too curved, so that it makes your message visible from all angles. Both the Expand LinkWall and the Expand MediaWall can be packed in the Expand PodiumCase.”

Looking back across his company’s product development curve, Burdett is keen to emphasis how the latest technology has come a long way in the last decade: “Pop-up systems are now ultra-easy to use and very quick to set up—perfect for on-the-go displays and events.

“They’re also easy to store away in plastic wheeled cases, which means that they can be transported without too much effort. The fact that they can be set up by just one person, with tool-free assembly, makes these systems the ideal solution for most situations.

“Another great bonus is that the graphics can be changed as often as you need without having to purchase new hardware every time your message changes.”

Shaping up

As is the case in most product development, it is the customer who is effectively ‘in the driving seat’, as they address the changing face of exhibition, display and promotional opportunities, along with their individual requirements and often reduced bud-gets. So what is driving the pop-up market today?

“Customers are looking for the best quality product at the best price, which is why we offer both economic and premium options in this range, giving customers a varied choice,” adds Burdett, who continues: “Customers are also looking for speed—from quick ordering, fast delivery and rapid set-up, speed is of the essence. A customer will be looking for the right solution for their needs, which in turn offers maximum return on investment.”


(Above and below) Instant replay—demonstrating its flexibility, these images show how one Expand Media’s LinkWall can change its shape and be used in a variety of ways to suit a specific event



Southey also emphasises a further key trend growing in this sector:  “Multiple usage—one display for several purposes—has become a key requirement, and ease of set-up and transport is still very important.

“There is also a growing market for fabric displays with exceptional print quality, which are very popular with LED backlight. Customers are also looking for more organic shapes.”


 


When Uppsalahem in Sweden wanted something unique when exhibiting at Konsert and Kongress they turned
to their agency for help. The Expand LinkWall was chosen for its flexibility as it could be shaped in whatever way they liked to create a unique exhibition stand.


 


“The most important thing for us was to stand out, to have something unique,” says Emil Naul at Uppsalahem Communications, adding: “The advantage with the Expand LinkWall is also that we can change the shape and size for our next exhibition or event. We are very happy with the result.”

New moves

New applications for pop-up signage are constantly evolving, alongside new forms of communication and marketing.

Experiential marketing, pop-up stores and pop-up events are among the emerging trends that we’re seeing”


Southey confirms: “Experiential marketing, pop-up stores and pop-up events are among the emerging trends that we’re seeing. Creating a social media buzz around your event becomes more and more important.

“Pop-ups are versatile display systems; they can be used at events and exhibitions and then placed in your own reception area to showcase your company,” says Burdett. He adds: “When customers choose their system they take this into account and choose a product that will tick many boxes.”

O Factoid: Pop-up’s official definition is: to appear or happen, especially suddenly or unexpectedly.  O


Accessories that reflect the changing marketplace also play an increasingly important role he adds: “They are being developed all the time to ensure we meet clients’ needs, including iPad holders, lighting and shelving. We’re also seeing an increase in demand for custom sizes. Exhibiting is made much simpler as customers can design and accessorise their complete stand using various pop-up formats.”

It seems to me that a parallel could be drawn between pop-up signage and the original Meccano sets. While using standard tried and tested components, you can build a variety of items in many shapes and sizes—and then change them all again with the aid of new materials, addons and accessories. It is an ideal medium to meet a whole range of display and marketing requirements and clearly a lucrative market for those who can proactively address the changing needs of end-users.


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