Wall and Floor Graphics

Having been thrown into the spotlight throughout the pandemic, wall and floor graphics have gone from strength to strength in recent years. While they played an important role during Covid-19 to help safely direct people around supermarkets and encourage social distancing, nowadays, they are being put to use in more innovative and creative ways.

From decorating the interior of restaurants and cafes, to helping showcase special sales and promotions to shoppers on the high street, wall and floor graphics are among the most far-reaching and flexible applications in the sign-making and wide-format print markets.

However, with this explosion of popularity has come increased competition, with many sign companies expanding into this area to grab a piece of the action. With this in mind, we talk to several suppliers in the sector to get the insight on their latest solutions in the market.

Reflect Identity

Up first to advise is Drytac, which offers solutions across the wall, floor, and window graphic markets. Drytac works alongside Premier Paper Group to make this wide range of products available to companies across the UK and Ireland.

Steve Payne, product specialist at Drytac, says demand continues to grow in this market, especially when it comes to custom wall graphics across retail, hospitality, and corporate spaces, with its customers becoming more innovative in the way they use these applications to meet the demands of their own clients.

“The popularity of floor graphics has rocketed in recent years, with the pandemic serving as something as a catalyst for these applications,” Payne says, continuing: “They played a key role in terms of wayfinding during Covid-19, and while they continue to be used this way, they are also being used to support with branding and promotion.

“It is important to remember personalisation is king, and brands want unique environments that reflect their identity. Wall and floor graphics can play a major part in this, helping them create an environment that matches their brand. To put it simply, businesses now recognise the value of using both vertical and horizontal surfaces to engage customers.”

In terms of current trends, Payne says short-term promotional graphics are in high demand, especially in retail environments. He notes how smaller stores and chains want cost-effective options to refresh and promote products. Wall and floor graphics offer exactly this, while for more higher-end clients, custom branding solutions allow them to elevate their interior spaces.

“We expect to see increased demand for personalisation as brands seek to create unique, immersive environments that appeal to their customers,” Payne explains, adding: “Linking in with this will likely be more tactile and interactive graphics, with materials featuring texture or augmented reality integrations set to become more commonplace.”

Payne also picks up on an increasing culture with DIY, with more end-users wanting easy-to-use materials that they can install themselves, rather than have to rely on third parties. As such, he says that ease of application and removal is key, as clients want fast turnaround and minimal disruption when working with wall and floor graphics.

On this, he picks out some of the latest and most popular solutions available from Drytac and Premier. First up is the Drytac SpotOn range, which features products with a dot-pattern adhesive printable vinyl that he says is easy to apply, even by non-professionals.

Another option is Drytac ReTac, a range of permanent peelable adhesive technologies that are designed for high-impact, repositionable graphics, allowing users to create targeted displays that can be easily moved and adjusted for maximum visibility and effectiveness. Other solutions from Drytac include slip-rated floor graphics and high-tack options for difficult surfaces.

‘Wow’ Your Customers

Also active in these markets is Soyang Europe. Technical applications manager, Gareth Newman says as spaces around us continue to evolve – be it retail, leisure, education, or healthcare – wall and floor graphics have carved out a “vital role” in how brands connect, guide, and inspire.

“We’ve seen a significant rise in demand for these creative and practical solutions,” Newman says, continuing: “Post-pandemic, the use of floor graphics for directional signage saw a boom, but the trend has matured beyond functionality; now it’s about experiential design, storytelling, and enhancing customer journeys.

“Whether it’s for immersive retail environments, health and safety messaging in transport hubs, or artistic branding in hospitality venues, these graphics offer flexibility, visual impact, and short- to long-term use, depending on the application. Graphics aren’t just decoration anymore; they’re how brands communicate, guide, and wow people.”

Newman agrees with Payne at Drytac that retail offers significant opportunities to those in this market. He offers examples such as seasonal promotions, store takeovers, and window-to-wall campaigns as food for thought for companies seeking new customers. In addition to this, he highlights how hospitality and leisure venues are investing in interior branding, while both education and healthcare settings are adopting wall and floor graphics for wayfinding, engagement, and even therapeutic effects through colour and design.

Switching attention to the type of materials sign-makers and wide-format printers should be working with, Newman says that there is a growing appetite for environmentally friendly solutions, easy installation, and short-run custom jobs, presenting a prime opportunity for agile, forward-thinking sign-makers. On this, he points to Bild-G floor, a durable clear vinyl from Soyang Europe, as a “perfect” solution for long-term brand promotions and events that aim to make a significant impact.

Another product that Newman says is gaining more attention is Soyang Europe’s line of printable exhibition lino flooring coverings, enabling customers to offer custom floor graphics for exhibitions and promotional events that are easier to install and do not require specialist equipment.

In addition, he recommends sign companies keep an eye on seamless wall coverings, saying there are many benefits of choosing seamless wall coverings from the enhanced aesthetics.

“The seamless nature of the seamless wall coverings allows for uninterrupted designs, allowing us to create a sophisticated and modern look that elevates any space,” he says.

As to other options from Soyang Europe, Newman flags AlumiGraphics, a pliable, aluminium foil-based media that moulds to various surfaces, which he explains makes it ideal for floor graphics, wall graphics, and wayfinding applications. For additional flexibility, it is compatible with solvent, eco-solvent, latex, and UV inks.

“Our portfolio includes a range of printable wall and floor graphics media, all of which is rigorously tested, slip-rated, fire-rated, and compatible with leading print technologies,” Newman says.

Rounding up his advice session with a look to the future, Newman says the market is poised to evolve alongside design trends and technological innovations. With this, he expects to see a continued shift toward activity such as personalisation and short-run printing, with this enabling targeted, high-impact campaigns tailored to specific audiences.

Other future trends to be aware of, Newman says, include 3D and textured effects on wall and floor graphics, with this helping create sensory and interactive experiences that engage viewers on multiple levels.

On top of this will be an increased call for sustainable solutions, driven by environmental awareness and regulatory pressures, leading to increased demand for eco-friendly materials and processes. Finally, he hints at the possibility of smart graphics that integrate technology like QR codes, NFC, or augmented reality to create interactive and informative experiences.

Essential Tool

The final supplier to offer advice and guidance in these sectors is Kavalan. Head of marketing, Nova Abbott, says wall graphics is a particular growth area in wide-format print, picking out the retail and commercial space as key segments.

“As digital printing has continued to expand the possibilities, both brands and businesses are tapping into the many creative ways to transform their spaces,” Abbott says, continuing: “As the décor of a space is often the first touchpoint a business has with a customer, it’s an essential tool when it comes to engaging with your audience and communicating the feel of the brand.

“Digitally printed wallcoverings like Kavalan’s PVC-free Gecko are increasingly popular for their ability to bring bespoke designs to life quickly and sustainably. We’ve seen a rise in demand from interior designers, architects, and even end-users seeking custom interiors that reflect their values as much as their style.”

As already hinted at, Abbott and Kavalan are seeing a shift toward sustainable solutions that do not compromise on visual impact or ease of application. This, Abbott says, is particularly important when working with customers in certain industries.

Factoid: Both wall and floor graphics can be integrated with QR codes, NFC, or augmented reality to create interactive and informative experiences across a range of environments

“In sectors like hospitality and retail, sustainable credentials are becoming non-negotiable, particularly as appetites for short-run, bespoke projects, where flexibility, fast turnaround times, and personalisation continue to grow,” Abbott explains, adding: “When businesses are switching out graphics regularly for these reasons, it makes sense to ensure the materials used are doing the least amount of harm to the environment when they are at the end of their life cycles.

“If print businesses are looking to capitalise on the opportunities in wall graphics, they should take note that many stakeholders, from branding agencies to project managers to end customers, will see sustainable materials as either a significant advantage or an essential element.”

Going into more detail on Kavalan’s Gecko range, Abbott says these products are designed to make life easier for wide-format printers and signage specialists, while also meeting client demands for sustainable, eye-catching interiors. Available with a self-adhesive backing, Gecko is easy to apply, even in one-piece installations, compatible with UV and latex ink, and supplied in widths of up to 5m, making it an effective solution for large-scale applications without joins.

“This is a competitive market, so from a material perspective, the demand is for solutions that tick all the boxes; great performance, sustainable, easy to work with, and of course fantastic aesthetics,”

Abbott adds, concluding: “Easy to apply and sustainable wall graphics are key – peace of mind when it’s time to put them up, and when it’s time to take them down.”

These closing comments offer a suitable conclusion to this feature; making sure you work with the best material will help ensure the success of the applications you are creating. Ensure you can meet the specific demands of each customer – be it sustainable needs or otherwise – and this will not only help you create high-quality work, but also potentially secure repeat business.