Monday, 06 Jun 2016 15:44 GMT

Wall and Floor Graphics

Whether for wayfinding or for brightening up a space, wall and floor graphics are taking the market by storm. Jo Golding explores the value of diversifying into this under-exploited sector

Wall and Floor Graphics

The simple delight we had as children when applying posters or glow in the dark stars to our walls is one that has not been lost through to adulthood. Wall graphics are the perfect way to liven up a bedroom or office space, perhaps with a map of the world or a brainstorm of positive phrases. The same goes for floor graphics, maybe not so commonly used within people’s homes (yet!), but they definitely come in handy for wayfinding—take Ikea, for example, or a shopping centre.

So, what is the market actually like for these two specific types of graphics, and what products or equipment is out there for sign-makers to use to create their own wall and floor graphics? It is also important to find out why you should use a wall or floor graphic and what value they add to an environment.

Mark Elvidge, business development manager of Roland DG comments: “The market for wall and floor graphics is already vast and is continuing to grow in scale and complexity, with professionals from any number of industries trying their hand at these new applications every day. The relatively inexpensive yet highly lucrative applications that can be produced through a versatile print and cut machine means that the wall and floor graphics sector is now highly attractive and easier than ever to break into.”

The market for wall and floor graphics is already vast and is continuing to grow in scale”


Indeed, as Elvidge points out, integrated digital print and cut technology has changed the way professionals in the creative industry work, and has subsequently opened a stream of possibilities to increase and improve business offering. Most commonly, print and cut devices have been used to create graphics including stickers, labels, banners and packaging prototypes. But, with advances in machine productivity being made every day, it is more and more common for advanced print devices to produce new, creative and innovative applications, including wall and floor graphics.

Roland DG obviously has a range of printers that can be used to create large-format graphics, including the newly launched TrueVIS VG Series of printer/cutters, which are ideal for larger scale applications. Elvidge says the series has been designed to ‘maximise the needs of a high-volume business without compromising on the quality of the end product’. They are available in two sizes, 64-inch (VG-640) and 54-inch (VG-540), and use four new FlexFire print heads that are reputed to produce ‘consistent colour even at high speeds’.


Roland DG’s TrueVIS VG Series of printer/cutters (VG-640 and VG-540) are ideal for larger scale wall and floor graphics



Elvidge continues: “The TrueVIS VG series was the star of the show at Sign and Digital UK—with a number of product demonstrations from Roland DG experts taking place throughout the event. Visitors to the event were able to discover for themselves what it is that makes the TrueVIS series an innovation in print and cut technology, and the perfect partner for professionals looking to explore the wall and floor sector.

“These applications can add an interesting and striking dimension to a number of products and can be customised based on a client’s specific requests. Using Roland DG machinery, these products are able to provide a premium offering and therefore appeal to a larger market of untapped potential customers.”

Elvidge also notes that those looking for larger, commercial installations should try the new Soljet EJ-640.
 
He explains: “The Soljet EJ640 combines productivity, quality and reliability to make it the most profitable large format digital printer available on the market and can offer savings of up to 50 percent on running costs through Roland DG’s specially formulated quick-drying EJ inks that offer low consumption and are available in economical 1l cartridges.”

O Factoid: The maximum speed (dual CMYK, 2-pass) of Roland DG’s TrueVIS VG-640 is 35sq m/h (375 sq ft/h) and 32sq m/h (345 sq ft/h) for the TrueVIS VG-540. O


A number of other advanced time effective features such as easy media handling, an integrated tri-heater system, and VersaWorks DUAL RIP software all aid in production output, further driving down operating costs and maximising profits. The EJ inks also provide long-term durability, making the Soljet EJ-640 another good solution for producing wall and floor graphics.

Got it covered

Claiming to have ‘every surface covered’, Soyang Europe is another key player in this particular sector. Andrew Simmons, sales director at Soyang Europe says: “We have digitally printable, flexible materials that incorporate flooring, wallcovering, self-adhesive vinyl, backlit material, and more.

“We have recently launched two new material ranges; SoDecor is a collection of digitally printable wallpaper and we’ve also introduced the European manufactured Decal range of materials. We hold over 1.4 million sq m of the highest quality materials in our Lancashire warehouse, available on a next-day delivery, providing the print industry with a huge selection of both staple sign and graphics products, through to niche materials like G-Floor and AlumiGraphics.”

Soyang’s G-Floor product has certainly caused a stir since its launch at FESPA 2015. It is a flexible PVC substrate which can be printed on both sides using UV curable or solvent inks on a grand-format printer, and can be easily installed and repositioned. This year’s Sign and Digital UK also showcased new products such as SoDecor, a range of European-made printable media for interior decoration. This includes its SoMagic fabric-based wallcovering, a coated poly-cotton which is available in eleven different finishes such as linen, leather, and sand.


Soyang Europe’s G-Floor product has caused a stir since its launch at FESPA 2015



Simmons imagines that what is to come with materials will only get better: “We are only just scratching the surface with textile substrates. As new textiles are manufactured, we will see lighter weight materials, reducing transport costs, improving ease of use and also ticking the box as a green solution.”

Another key player in this market is sign materials manufacturer, Metamark. The company’s sales director, Ian Simister, explains how its material development stems from three factors: customer needs, pure invention, and a mission to continually improve existing product lines.

Simister continues: “End-users, and our customers who supply them, are always finding new things to do with the advanced and improved materials we produce, and new application venues for them. One major opportunity in particular, is Décor.

“Décor is a small word that we all know, but it encompasses a lot of application space that we’ve yet to discover and commercially exploit. If you think in terms of available surfaces in domestic dwellings, walls in restaurants and corridors in large building as being indicators of the sheer scale, it’s obvious that this is going to be a major market—quite possibly bigger than vehicle wrapping.

“In terms of pinning this to a trend, it’s this. The industry will continue to invent and find new applications for its output, and Metamark will continue to respond with materials that help customers make the very most of every opportunity that they en-counter, and particularly those they create.”

Metamark has a wide portfolio of materials, including specialist printable etch effect window films and technically advanced films for décor applications.

Simister explains: “Imagine something you can apply to any sound surface but that prints like MD5 prints and you’ll get the idea. DécorMark is used to transform spaces and we think the adoption of digitally printable wall coverings is going to be such that it rapidly eclipses other means of decorating.


Atmospheric enhancement: the creative possibilities and revenue generating products that are created by wall graphics are substantial, something Metamark has tapped into with its DécorMark range



“It represents a major commercial opportunity, and the great thing is, it’s accessible with the hardware and skills our industry already possesses. I’d encourage everyone to get in touch with Metamark and find out more.”

Simister notes that the future of these materials is more uncertain: “Given what we already know about development trends and the creative nature of the markets we serve, the technology could lead us anywhere. For our part, Metamark will continue to advance on a broad front behind signing and décor products and we’ll refine those products to make them the best they can possibly be. We’ve recently expanded our laboratory facilities in support of this effort.”

Breaking boundaries

Another key player in this sector is 3M, whose materials portfolio is continually growing to be used in an increasing number of creative applications. Though the company has products that range from tapes to vehicle wrap vinyls, 3M also has many products that can be applied to floors and walls.

Pen Webley, senior marketing executive of 3M Commercial Graphics, says: “The market for floor and wall graphics continues to develop, due primarily to the requirements of architects and designers for innovative and aesthetically appealing solutions that enable the transformation of many textured surfaces that have hitherto proved ‘off-limits’ into dynamic graphics manifestations simply because there was no film that could effectively achieve this.”

Webley believes that this ‘off-limits’ nature is now in the past due to films being manufactured that can completely transform an empty space into something eye-catching.

3M IJ8624 Graphic Film, for example, has been designed to conform to more difficult textured or curved surfaces, such as concrete block or brick that are used outdoors. This is ideal for use at sports venues or in underpasses, which can benefit greatly from graphics. Combined with a 3M over-laminate film, it is also resistant to weather, chemicals, and environmental pollutants.


3M IJ8624 Graphic Film can be used both indoor and outdoor on more difficult textured surfaces



This white film, with a thickness of 50-microns, is easy to remove so can be repositioned easily and has been designed for solvent-based piezo inkjet printing. It provides up to three years durability for indoor applications and six months for outdoor applications.

For floor graphics, 3M IJ162-10 is slightly thicker than the wall film at 100-microns. It is also easy to reposition and for piezo inkjet printing. Importantly for a product that will be spending its time being walked on, the film has good resistance to dirt, and wear and tear, especially when laminated with 3M Scotchcal Lustre Overlaminate 3645, which gives it up to one year of durability. It is ideal for floor advertising in indoor areas.

So, what value do wall and floor graphics add to a space? Elvidge from Roland DG says: “Nearly all elements of a shop, office or occupied space can be customised. Commercial spaces need to constantly and consistently communicate with customers, whether in a way to highlight new features, to launch new products or to run special promotions.

“Creating a retail unit which is highly attractive can bring a host of business benefits; including an increase in brand likeability, product sales and profitability, as well as enhancing customers’ experience.

“Indeed, customising an office space can add value both for employees, and existing and future clients. For staff members, an attractive workspace can also increase drive and motivation, while for clients, an attractive office space can reflect a creative and professional business—which in turn could be the make or break decision for a potential customer.

“For locations such as airports, shopping centres and train stations, the creative opportunities are endless due to the sheer size. By maximising the vast amount of space a venue of this size provides, clients are able to achieve a highly effective visual message to engage and excite customers,” adds Elvidge. He also believes wall and floor graphics are an ‘impressive form of visual communication’ and essential for a range of advertising and communication needs.

So, with than in mind, and after speaking to some of the leading material manufacturers and suppliers in the sign industry, it is clear that the market for wall and floor graphics is growing. Every application, whether it is a marketing campaign or an office transformation, strives to be more creative than the previous, meaning demand for new materials is high.

Wall and floor graphics add something unique to a space and can be completely tailored towards a client’s needs, making it a stable market trend to follow if you are a sign-maker. In the words of Simister of Metamark, wall and floor graphics represent a ‘major commercial opportunity’ and it is now easier than ever to get involved yourself.


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