Big Picture - April 2018 - 24
Amazon recently rolled out Amazon lockers - secure,
self-service kiosks where customers can pick up Amazon.com
packages - at a number of Whole Foods locations across the
country. Each location had the opportunity to brand their own
locker as long as it complied with Whole Foods' corporate
identity. "Part of their challenge was coming up with something that said 'Whole Foods' but would also work in all of
their locations," says Robison. The result was three sizes and
two color options with the same graphic to create a different
spin at various locations. All in all, superGraphics printed
graphics for 401 Whole Foods Amazon locker locations across
the US, ranging from Orlando, Florida, to Milwaukee to
Oxnard, California. The shop output the color graphics onto
Avery Dennison MPI 1005 Supercast Easy Apply RS with DOL
1370 3D Lustre Clear Conformable Cast Overlaminate using
the PSP's EFI Vutek GS3250LX Pro and GS5000r printers.
SNAPSHOT: TRENDING SUBSTRATES
According to O'Leary, "Printing, in general, is so commoditized." The key to standing out from the shop across the
street is, well, making your work stand out. For Graphic
Trends, that involves taking "generic kinds of prints" and
finding ways to showcase the shop's unique capabilities in
creative ways. "There's really nothing that we're doing that
isn't unique and different," says O'Leary. "We were working on
glass yesterday. Today we're working on dimensional vinyl."
Of course, there's a reason vinyl and rigid boards are staples
in the print industry. O'Leary sees clients wanting to use
For its flagship location in Chicago, T-Mobile wanted an
extremely "T-Mobile-centric design" because technology on
the floor includes other brands like Apple and Samsung, says
superGraphics' Paige Robison. The shop found the perfect
solution: illuminated columns and lightboxes, imaged on
polyester weave colorfast premium backlit fabric textile.
PHOTO CREDIT: PE TE KOUCHIS OF V ISUCOM GR A PHICS , LE A D INS TA LLER F OR SUPERGR A PHICS.
PHOTO CREDIT: VA RIOUS N ATIONWIDE SUPERGR A PHICS INS TA LL ATION TE A MS.
locker wraps for
401 Whole Foods
stores across the
US. Above, the
chose a gray
stands out in bright
orange. The shop
printed the color
graphics onto Avery
Dennison MPI 1005
Apply RS with DOL
1370 3D Lustre
with EFI Vutek
GS3250LX Pro and
old-school media they're familiar with while simultaneously
experimenting with new and exciting substrates.
Customers aren't the only ones having fun with new
supplies. O'Leary says going beyond the "basic stuff" to tie in
unfamiliar materials is fun from a shop's perspective, too.
Graphic Trends has spent a lot of time finding "economical
materials that are recycled" to use as alternatives to traditional rigid boards. One such substrate? Ecore, a rigid substrate
composed of recycled compressed material. Since customers
have been inquiring about sustainable materials more and
more the past five or six years, it pays off to have an innovative style piece suggestion at the ready.
The versatility of fabric is an attractive option for customers who know they'll be changing out displays regularly, as is
the norm for many retail clients. Robison says customers turn
to fabric substrates for both illuminated and nonilluminated
framing systems, since the printed textile can be easily
swapped out when it's time to move on to the next display.
Illumination especially has taken off in recent jobs, Robison
says. "It makes it very versatile and easily changeable, and it's
not a super expensive way to get some fine art pieces, either."
T-Mobile's flagship location in Chicago [pictured below] has
integrated 20-foot-tall backlit fabric columns into its décor,
which have an uncanny ability to grab the attention of
shoppers, even when they're surrounded by brand-new,
state-of-the-art cell phones and technology.