One of London's most iconic department stores, Selfridges Ltd, has used ideas and large format production methods from BAF Graphics to dress its 2010 Christmas windows.
"BAF Graphics is one of our preferred suppliers because of its amazing level of knowledge in the different methods of digital print production and materials which could be used for imaginative window displays, and also because of the personal customer service in the installation itself, which we value enormously," said Abi Shapiro, Production Manager, 3D Creative at Selfridges Ltd. "This year we had worked up a creative for window displays in our London, Manchester and Birmingham stores, and needed input from BAF in how we could make our ideas become reality. As always BAF delivered on budget and to the tight deadlines we work to, and we were delighted with the end result, which can be seen in the three stores now."
With the brief that had been given by the visual merchandising team at Selfridges, which focused heavily on Christmas toys for all ages, BAF proposed graphic solutions using output from its Durst Rho 600 onto Dufaylite. This is honeycomb-centre, card-faced rigid board that is ideal for display purposes but also 100 percent recyclable. In total over 150 10x4-foot sheets were used, in addition to both printed self adhesive and cut vinyl.
Dan Chang, Account Director at BAF Graphics said, "Dufaylite represented the perfect substrate for this particular window scheme, not only because of its rigidity and structural properties, but also because its visible card identity with a natural edge where the honeycomb centre can be seen, was well suited to creating a cardboard box feeling. It also fits with the environmental policy which Selfridges adheres to. We always try our best to use our extensive knowledge of materials and how they can be printed and finished on our large format equipment, to recommend the most ideal solution to clients, whatever their needs, and also use this knowledge to complete the installations."
In the London and Manchester Selfridges stores, all back windows have been clad in Dufaylite, which has been directly digitally printed with the Christmas theme designs using BAF's Rho 600. In addition, and also using the same Dufaylite printed boards, props such as open-sided, back-lit buildings and Christmas trees have been made to enhance the display.
The Birmingham store portrayed Christmas in a slightly different way, using the same theme, but printed onto self adhesive vinyl in order to wrap both of their 30 meter long main street level windows.
A final touch to the London store was the further involvement of a London-based children's charity. Children were invited to provide drawings of what Christmas represents to them, and these images were scanned by BAF, printed direct to Foamcore and then digitally cut-out to produce interesting and playful characters to use in the display.