Flagship Store Fabric Graphic
Gap Inc. is one of the world’s largest specialist retailers, with approximately 3,100 stores and revenues of some $14.2 billion. Still committed to the original and basic principle of “making it easier to find a pair of jeans”, it has gone on to become a leading international speciality retailer offering “iconic American style to customers of all ages”. In stores across the world it provides updated, casual clothing and accessories that help its customers express their own personal sense of style and, what began as one brand, has grown to include Gap, GapKids, babyGap, GapMaternity and GapBody. Gap has over 130 stores in the UK and remains one of the country’s favourite retailers.
The Brief
Cestrian was tasked with replacing the existing feature graphic located in the store’s prime position in the main Atrium. The replacement frame needed to be lightweight and large enough to fit the 3m x 10m wall.
Considerations
The printed graphic that would be attached to the new frame had to be lightweight as the existing PVC banner grade was too heavy, consequently at risk of causing the existing fittings to fail.
Solution
Cestrian designed and created a bespoke aluminium frame system to fit against the wall to replace the existing wooden frame. Fitted to this frame was a tension fabric graphic, printed with the client’s chosen imagery. The fabric was customised to include rubber extrusion sewn into its perimeter allowing it to be easily interchanged.
Outcome
The solution provided the following benefits: – High visibility – Maximum impact – Utilisation of existing wall space – Ease of use and replacement – Within budgetary constraints – Environmentally friendly
Technology
The final outcome was achieved using a Mimaki 320 Textile Printer with a maximum size of 3m x 50m and resolution up to 1080dpi capable of printing 60sqm per hour. Text and images were printed onto Cestrian’s Environflex Stretch Fabric, suitable for a range of applications that include retail graphics, theatrical backdrops, flags, banners, soft signage and POS.
