Big Picture - May 2017 - 16
Cape May Sweet House
"It's critical that
primer dries for
at least 10 days.
This goes for
I put this in my
I send it over
to the client."
- DAVE GIMBEL,
SIGNS BY TOMORROW
"We don't do floor graphics; we do graphic floors," says
Tim Wirtz. The president of Graphic Image Flooring
(graphicimageflooring.com) started his custom flooring
business four years ago after a few decades working in
signage and big-box retail. What sounds like a small niche
has proved to be a slice of opportunity to help retailers,
museums, corporations, exhibitors, and even residential
clients "stand out in the noise."
In the age of the smartphone, your average shopper is,
more often than not, looking down. The floor becomes the
first thing they see. "To get them in the store," Wirtz says, "you
can have a plain ceramic tile, you can have a plain carpet
square, or you can have something that has a wow factor that
makes them go, 'Oh, what the heck is that? That's cool.' It
draws them into the space."
Cape May Sweet House was Googling "custom printed
flooring" when they found Graphic Image. The New Jersey
candy shop was faced with a unique challenge: an early-1900s
location with a floor that sloped as much as 2 inches from one
side of the counter to the other. Traditional flooring wasn't going
to cut it. Wirtz's team put together a 630-square-foot graphic on
75-mil clear G-Floor vinyl. The wood grain-textured material is
second-surface printed and backed with a floodcoat of white, and
topped with a satin finish. The shop used a Vutek GS3250 printer.
Graphic Image contracted out the installation for the
graphic, which has become more than an architectural fix,
Wirtz says. "In their eyes, it's an important part of their overall
marketing and branding. If they do a second store, then you'll
walk in and you'll see the same floor in other spaces." Just like
that, they're telling a story.