In the world of retail signage, imaging companies are tasked with one critical mission: building name recognition for their customers. Here are three such companies, located in diverse areas of the US and providing different types of retail signage, yet all sharing common intent: taking on the...
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In the world of retail signage, imaging companies are tasked with one critical mission: building name recognition for their customers. Here are three such companies, located in diverse areas of the US and providing different types of retail signage, yet all sharing common intent: taking on the challenge of creating unique, recognition-building retail signage for their customers.
Headquartered in New York City, Inwindow Outdoor specializes in creating storefront and mall advertising. The company’s oversized custom storescapes, sometimes print, sometimes digital, are installed in vacant retail spaces, resembling billboards in stature but designed to be viewed at eye level.
“We take that vacancy, which could be a sad and depressing space, and bring vitality and energy to the location by putting in these very large scale ads,” says Steve Birnhak, CEO. “Each has its own unique design. When you are walking down the street and see one, it is kind of a nice surprise.”
The ads are placed in high-traffic retail areas or in malls. To that end, Inwindow Outdoor has relationships established with landlords across the country, as well as mall developers, to outfit their vacant retail spaces with the ads.
The storefront ads can be as large as a city block; rarely are they smaller than 15 feet. “The ads are cool, they are impactful,” says Birnhak. “It’s at ground level where people are out walking about. When you think about something that is up close and fairly large it has a deeper impact; it’s the difference between watching something on a small television screen or seeing it displayed on top of a building—there’s a huge difference.”
Established in 2002, Inwindow Outdoor has created more than 1,000 installations throughout the country, for a cross-section of industries, including automotive, electronics, consumer products, entertainment companies, and beverages. Clients have included the likes of 20th Century Fox, Columbia Pictures, Coca-Cola, Procter & Gamble, Levi’s, Delta Airlines, and Samsung. Like billboards, the storefront ads are not permanent.
Inwindow Outdoor is also moving beyond print, and creating programs that include augmented reality, 3D, audio, video, gesture recognition, Wi-fi/Bluetooth, SMS, and touchscreen technologies.
Its newest platform, Cubes, are large, free-standing structures that are wrapped on all sides, designed so consumers can see the brand’s campaign from all directions. Each Cube is dedicated to one brand. Cubes promote interactivity—video screens, audio, touchscreen—and are created for use in high-traffic venues such as stadiums, malls, entertainment centers, and other public spaces.
PVS In-Store Graphics
PVS In-Store Graphics in Portland, OR, manufactures 2D and 3D temporary and semi-perm point-of-purchase solutions. “We specialize in solutions for our clients,” says Kelsey Birsa, project manager for the 22-year old company. “We take out clients’ ideas and design and figure out how to make it work.“
PVS produces a lot of work for sportswear companies. “We can basically print on anything,” says Birsa.
In addition to creating large-format screen printing and digital output, such as in-store signage, using VUTEk, Oce LightJet, Roland, HP, Colorspan and Mimaki printers, PVS In-Store also creates three-dimensional fabrications and structures.
One recent project for a sports clothing company involved creating a “huge spinning contraption, sort of like a life-size kaleidoscope,” explains Birsa. “We were trying to convey something active and youthful; all of the moving parts fit together."
For 3D projects, like the kaleidoscope, prototypes are created prior to actual construction within a week of the start date. In the final round after the approvals and changes it takes us about two weeks.