By Olivia Cahoon
Part 2 of 2
Pop-up shops allow companies to create custom environments that engage customers. To create an effective pop-up shop, a variety of temporary signage is used including banners, floor graphics, wallcoverings, and window graphics. Print service providers (PSPs) take advantage of this demand for short-term signage by providing digitally printed graphics.
Founded in 1997, Bluemedia started with two employees in Tempe, AZ. The company originally offered golf tournament stickers and golf cart wraps to local AZ golf tournaments from a 300 square foot workspace.
Bluemedia now operates from a 120,000 square foot workspace with 130 employees. The company offers large format printing, fabrication, and experiential technology to Mexico and the U.S. It produces a variety of applications including conference and event signage, experiential activation graphics, franchise store signage, silicone edge graphics, and sports venues.
The company uses digital printing presses from EFI, HP, Inc., Mutoh America, Inc., and PrinterEvolution including the HP Latex 3000 and HP Scitex XL1500. The HP Latex 3000 produces fine details and a flexible ink layer with six colors and 1,200 dpi resolution. It handles media up to 126 inches wide and prints up to 1,950 square feet per hour.
With its presses, the company uses OEM inks except for the HP Scitex XL1500 that runs Nazdar ink. Bluemedia prints on a variety of media from 3M Commercial Solutions. Its workflow consists of ColorGATE RIP software. Finishing capabilities include a 70×125-inch Zünd G3 L-3200 and Biesse America routers. The company also has a full metal and wood fabrication shop that produces custom fabricated items.
Currently, the PSP produces digitally printed pop-up shop signage. According to Gavin Solway, national account executive, Bluemedia, pop-up signage is easy and quick to print, laminate, and cut. “Digital print easily transforms a space into something totally different and amazing,” he offers.
Depending on location and the year the building was built, Solway says pop-up shop walls might not be straight lines, which can affect the alignment of the printed graphic. “You don’t always get walls that are ready for installation.” Other factors that can affect the graphic include old paint or unmovable obstructions.
Recently, Bluemedia noticed more pop-up shops requesting digital technology like digital screens, interactive screens, and projection mapping for the consumer to interact with. “However, I do believe digital prints will always be needed for pop-up shops,” adds Solway.
Temporary Service Center
In 2017, first time client Becore, an experiential agency, approached Bluemedia for pop-up signage. Becore needed to transform half of an established vape shop into a pop-up shop for its client, JUUL. The pop-up shop would serve as a service center for local clients in New York City, NY.
“They wanted a clean and simple look,” says Solway. “The reason for the project was JUUL had grown so fast, they could not keep up with the research and development that comes with offering a new product that instantly is so popular.”
Becore wanted to ensure JUUL customers had a place to get service if they were having difficulties with the JUUL vape pens. The pop-up store offered a service center, troubleshooting issues, and replacements when needed.
Bluemedia used 3M Controltac Graphic Film with Comply v3 Adhesive IJ180Cv3 and 3M Wrap Film Series 1080 for the job. The graphics were printed with the HP Latex 3000, ColorGATE RIP software, and finished on the Zünd G3 L3200. Solway offers, “the HP prints beautiful color and is quick, our software allows us to be efficient about how we print multiple items, and the Zünd makes precision cuts quickly.”
Bluemedia printed 170 square feet of graphics. “The outside business sign awning had a fresh new black clean simple logo design that stood out from the businesses nearby,” says Solway. “The custom wall that was built was wrapped with a clean white vinyl that really gave the vape store a fresh look.”
However, there were challenges associated with the job. The graphics were installed in an old building which had dented walls. Solway said the company had to fit the new face of the awning just right to make sure it appeared straight without bumps. “In this old building, the wall slanted making it difficult to make the wall we built and wrapped look like it was running straight across the top and not at a slant.”
From job submittal to installation, it took Bluemedia four weeks to complete the pop-up shop job. Becore was pleased with the final product and anticipated opening day.
For PSPs like Bluemedia, pop-up shops are an opportunity to create unique, digitally printed signage. As temporary retail continues to trend, the company hopes to take on more short-term projects in the future.
May2018, Digital Output