A visually striking pop-up installation—led by Mississauga, Ont.-based large-format print branding specialist Global Printing Enterprises—promoting the action blockbuster Aquaman turned heads at the Yorkdale Shopping Centre in Toronto.
From site visit to receiving files, creating colour proofs, print setup and printing, cutting down the panels, labelling and packing, this 12.1- x 76.2-m (40- x 250-ft) wide movie poster hoarding was completed within a week and installed overnight.
“The biggest challenge was co-ordinating the project within a tight deadline,” said Global Printing Enterprises’ president, Carlo Toscano. “Projects like these usually take two weeks to come together. We immersed ourselves in achieving this print and install in approximately five days.”
To produce the super-sized display, the company used an HP 3000 Latex printer, running two rolls of Drytac ReTac Smooth 150 concurrently. The white polymeric printable polyvinyl chloride (PVC) film features removable adhesive technology for easy installation, repositioning, and removal. The graphics media is also compatible with ultraviolet (UV), solvent, and eco-solvent ink technologies as well as latex, and has a Class 0 fire rating, making it suitable for most indoor surfaces in public areas with strict fire regulations.
“The PVC film was recommended to us for its concealing abilities, especially on drywall with taped seams, with no lamination required,” said Toscano.
The project, which was scheduled through Rooftop Agency on behalf of Warner Bros Canada and installed by Sekanskin Media, allowed users to explore Aquaman’s world of Atlantis, while inviting them to sit on the underwater world’s throne. The installation also featured a massive light-emitting diode (LED) wall. The main attraction was a 2.4- x 3.7-m (8- x 12-ft) large octopus throne, where viewers could hold the superhero’s trident and take photos. The space also featured 2.4-m (8-ft) tall statues of Aquaman and Mera, as well as a lifelike cascading waterfall.