Jo Malone Window Vinyl
Selfridges, AKA Selfridges & Co, is a chain of high end department stores in the United Kingdom. It was founded by Harry Gordon Selfridge. The flagship store in London’s Oxford Street is the second largest shop in the UK (after Harrods) and opened on the 15th March 1909.
More recently, three other stores have been opened; in Trafford, Greater Manchester (1998), in Manchester City Centre’s Exchange Square (2002) and in the Bullring, Birmingham (2003). Until 1990, the store belonged to Liverpool’s now-defunct Lewis’s retail group. Today it belongs to the Weston family.
Selfridge’s stores are known for their architectural excellence and are tourist destinations in their own right. The Trafford store is noted for its use of stone and marble and for the exterior which strikingly resembles the London store. Each of the five floors of the Exchange Square store in central Manchester were designed by a different architect and has its own look and feel.
The Brief
Selfridges in conjunction with the high end fragrance brand, Jo Malone, approached Cestrian to produce a high impact window graphic for a premium site in Selfridges. The imposing site was an enormous, key architectural feature window of the Trafford Centre in Manchester.
Challenge
Material needed to be of top quality in order to represent the quality of both brands with a great depth of colour to ensure impact and excellent replication of the original artwork. The graphic needed to be printed on a removable vinyl enabling fast and easy installation during store closing hours for minimum disruption.
Solution
Cestrian conducted printing tests on a number of SAV products in order to achieve the depth of colour the client was happy with. The material had to be easy to install and easy to remove leaving no residue on the store windows. The artwork was provided in one piece, but the site for the graphic was a complex grid of mullions and frames. Cestrian provided an on-site survey and technical support to ensure that the artwork would fit the the exact window position and sizing. The finished retail graphic took on a stained glass appearance, made up of a total of 48 made to measure retail graphics printed that ensured every inch of the site was covered and the original artwork was not distorted or compromised in any way.
Results
The solution provided the following benefits:
- Maximum impact
- Excellent representation of the brand
- Nonintrusive installation
- Delivered on time and to budget
Technology
The final outcome was achieved utilising a HP Scitex Turbojet. The UV ink technology achieved the pin sharp print required for such an exclusive brand.
Client Comments
“We are delighted with the overall result and the approach Cestrian took to the task. We look forward to working with them on future projects.”
