Embrace Building Wraps

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Giant building wrap for Selfridges

Embrace hides the scaffolding for the iconic London department store

When one of the world’s best and most famous department stores goes shopping for a giant scaffold wrap, where do they go? … to Embrace Building Wraps of course!

We have recently completed a new giant corner wrap to shroud the unsightly scaffolding currently in place at the junction of Duke Street and Somerset Street on both elevations of the main Selfridges building.

Extensive works are taking place at the iconic Selfridges store on London’s Oxford Street, with the retail halls and glazing undergoing major renovation and refurbishment. Of course it is essential that the image and experience of the brand is not damaged whilst building works such as these take place, especially at such a critical time of year for retailers - and that is where Embrace come in.

The design itself is a magnificent one-to-one scale trompe-l'œil (meaning ‘deceive the eye’) masterpiece. Two sets of photography were taken of the building from different aspects before the scaffold was erected. The creative geniuses at Embrace were then able to blend the images into a single file to create a near identical replica of the building when viewed from different angles.

Our expert digital printing team were then able to produce the seamless banner – which actually comprises of five individual panels, totally 532 m2 of digital print area.

Embrace provided a full project management service for the printed scaffolding banner - from initial inception right through design, mock ups, testing and ultimately the final, complex installation. Head over to our Selfridges London case study page to find out more about the steps involved and the unique considerations that we were able to overcome with ease to present a hassle-free result for our client.
The end result - the banner covers the scaffolding and completely disguises it, needing a second look to even realise that anything is different at all or that building works are taking place.

So if you are off to do your Christmas shopping soon may we suggest heading down to Selfridges and, whilst you are there, nip out to Duke St and take in the spectacle that is our banner!

Selfridge London building wrap

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