It seems like more and more wallscapes are coming onto the market from the likes of Lamar, Clear Channel, Outfront, Big Outdoor, Becker, New Tradition, Red Star, 365 Outdoor and others every year. These OOH experts must be navigating the local codes, striking deals with landlords and cementing partnerships with big brands with renewed vigor. But how do they produce such massive ads? Billboard Insider reached out to Circle Graphics OOH SVP Leith El-Hassan to learn more.
Does Circle Graphics Print Wallscapes?
Yes, not only do we produce for small, medium, large and massive “holy moly did you see that” walls and building wraps – we believe we are the best at it. We can trace our expertise in this product segment back to our longtime partnership with digital printing pioneer and icon Metromedia Technologies (MMT). After some 20 years of working together, Circle acquired MMT in 2020, consolidating and strengthening our leadership position in OOH production. This has expanded our capacity, client roster, and production capabilities specifically with wall graphic and transit materials.
How is printing Wallscapes different from printing a 14 by 48 vinyl?
For starters, producing and printing walls is an extremely difficult process, and the margin for error is slim to none. Numerous factors play into the success of a wallscape project, from ensuring color matching across all panels, to material quality, to the product’s finishing, be it a sticky (adhesive) back installation or one using a cable/grommet system. We have a proprietary secret weapon that allows us to produce these largest units with precision, using high quality 5 year warrantied acrylic paint and ensuring the least amount of visible seaming.
How do you ship a Huge Wall production?
It is a good questions as the big boys can’t ship standard UPS or FedEx. Circle Graphics has a hand selected group of Freight Partners who can step in when traditional methods are not an option. Typical turn time for a freight delivery can be from 1 to 6 days depending on the origin, destination and speed selected.
Does it need to be extra heavy vinyl to stand up to the stress?
In terms of weight and specific substrates, we rely on the detailed instructions each billboard company provides based on their architectural R&D. Those are sometimes heavy weight vinyl, other times the wall is better suited for lightweight vinyl, mesh or a pressure sensitive substrate. In some situations the wall requires more than one material to effectively cover windows, bricks and move around scaffolding.
How long does it take to produce a really big wall?
For the largest walls it typically takes 5 to 7 days to color match, proof, print, layout, seam, add in seatbelt webbing and in some cases add T-Pockets for additional support and sturdiness. For smaller and less complex units the turn time is similar to a billboard.
To download a Circle Graphics Wallscapes and Building Wraps white paper click here.
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