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Embrace Building Wraps has detailed its recent installations and sustainability initiatives
Building wrap specialist, Embrace Building Wraps, has recently undertaken a number of big projects that have aligned with its ethics regarding design, creativity, and the environment.
One of its most recent installations has taken place at Merry Hill Shopping Centre near Birmingham where the centre has undergone a major transformation.
Embrace wrapped the complex shape of the rear elevation in bright printed graphics for real estate group, Savills.
The area needed attention while capital expenditure is considered for the renovation of the area which will hopefully match the exterior cladding installed to the rest of the building.
Greg Forster, managing director at Embrace, says: “By working closely with the centre and its architects we have been able to find neat solutions that meet all the requirements entirely. The creative design is so bright, the colours really pop out, and the elevation has been completely transformed.”
In August of this year, Embrace worked with furniture retailer IKEA on a printed scaffold banner at Oxford Circus in London.
The installation includes a giant-scale representation of IKEA’s iconic IKEA FRAKTA bag which is being used to tee up the opening of the IKEA store opening next year.
Requiring around 1,000 linear metres of scaffold tubes and 2,400sq m of printed PVC-free (Kavalan Sunlight Weldable) scaffold wraps the installation can be seen by around 1.3 million vehicles each month and 121,00 passengers each day.
In order to offset the area of the banners Embrace funded the planting of 2,400 trees into its global forest as part of its relationship with Ecologi.
The company has recently continued its environmental commitments with the conversion of a 4,000sq m printed building wrap into fuel energy with zero waste.
The award-winning building wrap was originally installed in 2020 and covered Smallbrook Queensway SBQ in Birmingham.
Since being removed it is the first project to be sent to Embrace’s waste management scheme of ‘waste to energy’ with waste management company, Reconomy.
“Doing good and responsible business does not have to cost the Earth,” says Forster, adding: “Of course, there is an additional cost associated with using the service. However, I see this as an investment in our future.
“I would add when we installed this wrap in the summer of 2022, we also funded the planting of 1,000 new trees in our global forest and invested in 20 tonnes of carbon offsets as part of our Climate Action Initiative.”
Embrace says it is the first large-format provider to work with Reconomy and FESPA UK Association on such a project.
Partners of Embrace have certified that 100% of the spent 4,000sq m printed PVC mesh wrap has been diverted to Refuse Derived Fuel (RDF) recovery. The process turns waste into fuel that is used as energy for waste facilities to generate power and heat.
Jon Hutton, director of Reconomy, says: “We are thrilled to be working with Embrace Building Wraps and be part of its sustainability journey. This is the largest single project so far that we’ve diverted from landfill, at 4,000 square metres, and the first of other scheduled takeback campaigns.
“Embrace is helping to pioneer solutions to some of the challenges faced in the digital print market and managing end-of-campaign material is a key strategy.”
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