Hollywood Monster helps Lego keep its flagship London store under wraps
Hollywood Monster has helped Lego to to unveil its brand-new flagship store in Leicester Square. The new site is the toy company’s biggest store in the world and required 260 square metres of vinyl to stay hidden while construction work was in progress.
Disguised as a Lego toy tub, the building’s huge hoarding featured a Union-Jack-clad Lego figure who invited passers-by to watch the ‘store unboxing’. Continuing the theme of making the store a giant toy box, in the place of the usual product description customers were informed that the shop would be suitable for ages 0-99+ and had over 30 million pieces inside.
The project was brought to life by welding together four graphics and installing them on to a prefabricated 44mx9m truss. The frame was assembled overnight by a team of 12 fitters, taking 20 man hours in total. The result was a free-standing structure with banners that could be detached and dropped in time for the big reveal.
Simon McKenzie, managing director at Hollywood Monster says: “This was our first experience working with Lego, and it was a real team effort: every step from the initial design work to the moment the banner dropped took meticulous planning to execute perfectly. I could not be more pleased with how it turned out and I hope this is the first of many collaborations between us.”
Bandai Namco’s london HQ gets vibrant makeover from Signbox
Architectural signage specialist Signbox has recently completed a new interior and exterior signage project for the West London offices of Japanese entertainment giant, Bandai Namco.
The project, which was completed over a six month period and delivered in conjunction with project lead, Resonate Architectural Interiors, delivered a range of bespoke external LED illuminated signs, vinyl graphics, manifestation graphics, wall paper graphics and acrylic shaped door signage.
According to Garry Highland, Senior Project manager at Signbox, this was an extensive project for Bandai Namco. “We worked closely with Resonate throughout the course of the six months,” he says. “This included being involved in the actual design of some of the graphics themselves to ensure they were an appropriate reflection of the exciting nature of the Bandai Namco brand and its products.
“For a project of its size, the timeline was tight, and there were naturally some challenging graphical issues to overcome. However, our close partnership with Resonate and the client meant we were able to ensure this project came in on time and on budget. The final result is a stunning and vibrant HQ and a very happy client.”
Jaguar unveils Heathrow experiential campaign in support of F-Pace launch
Jaguar is revving up the promotional activity surrounding the launch of its first high performance SUV - the F-Pace - with a 4 week experiential campaign in the heart of Terminal 5, Heathrow’s busiest terminal welcoming over 16 million departing passengers each year.
Located in the busy departure lounge, the huge 7m x 2.1m unit displays 2 vivid lenticular visuals of the F-Pace at a 1:1 scale, showcasing the vehicle’s architecture and spacious interior. 3D motion graphics change with the movement of the viewer, providing depth and animation, bringing the F-Pace to life for the viewer.
In addition to the eye catching visuals, passengers can discover more about the features of the F-Pace by connecting to the dedicated Jaguar Wi-Fi hotspot on their mobile device. After watching a short piece of content, passengers will be directed to the F-Pace website where they can learn more about the technology, features and even book a test drive.
With an AB profile of 51% and an average dwell time of 147 minutes, Heathrow Terminal 5 is the perfect location for Jaguar to reach their target audience of affluent families, while capitalising on their desire for distraction and entertainment by providing an engaging interactive experience.
The experiential campaign will run until 5th June and was booked through JCDecaux Airport by Kinetic and Mindshare.
Midlands based display print specialist named as ‘preferred supplier’ to the NEC
Hollywood Monster has been named as a ‘preferred supplier’ to the National Exhibition Centre (NEC) in Birmingham, cementing the relationship between the two Midlands-based companies, and for the next two years, the firm will be providing printing and signage services for the Group’s venues, shows and events.
The NEC Group is one of the world's largest venue management companies, consisting of the National Exhibition Centre (NEC), International Convention Centre (ICC), the Vox at Resorts World Birmingham, Genting Arena, and the Barclaycard Arena.
Hollywood Monster’s new tender ensures that the company will provide signage across all the venues, for events, commercial spaces, branding and rebranding, as well as wayfinding. The NEC alone hosts over 500 events each year and attracts an immense 2.1million visitors annually.
The partnership with the NEC Group has been cultivated over a number of years; Hollywood Monster has enjoyed a long and successful relationship with the Group, working closely with the ICC in particular, for previous events such as British Small Animal Veterinary Association and The Conservative Party Conference.
According to Hollywood Monster’s Simon McKenzie, the company can’t wait to see what projects lie in store and how this partnership continues to grow going forward.
“We continue investing in the best printing technology to ensure that we remain a true player in the UK market,” he says. “Some of our new machines, such as the MTEX-5032 and Vutek flatbed printer, allow us to pull off some of the biggest and best jobs. We can print up to 5-metre wide formats with the Vutek, as well as create textile printing with the MTEX-5032 that allows for work to be sent in small and flexible packages. In the market we operate, it’s all about remaining at the forefront of technology, and our agility and expertise are what the NEC Group requires to satisfy its clients’ needs.”
Pixartprinting’s 'Pleasure Will Steal Your Soul' art installation unveiled during Milan Design Week
Pixartprinting, the European W2P company, has created an enormous printed mechanical flower installation at Base Milano that comprises colourful and animated smaller flowers, whose petals open and close with a mechanical rhythm caused by the 'breathing' of rubber balls that, thanks to the principle of shape memory, return to their original position with a fluid and organic motion, thereby opening up the flower. Its aim is to provide visitors with a moment of wonder with which to be inspired.
The installation - 'Pleasure Will Steal Your Soul' – is a showcase for the creativity and ingenuity of the creative team at the Venetian printing company, and how print can be combined with technology to produce surprising creations.
The basis for the idea that 'Pleasure Will Steal Your Soul' comes from a beam of light emitted from the heart of the installation, dazzling spectators, while, concealed within, a video camera steals the moment of wonder of those looking up at the work and shares it with the world through a projection onto a panel outside the building.
"This project shares Pixartprinting's courage to experiment and innovate and represents a new concept in the field of culture and creativity", says Andrea Pizzola, sales and marketing director at Pixartprinting. "Creativity and innovation have always been assets at our company, which invests in cultural initiatives that promote content creation. Unlike the other installations, this one was designed to last several months and aims to be a starting point for producing additional content and a source of inspiration for other creative minds.”
The result is simultaneously harmonious and hypnotic, with the individual elements appearing to interact in different ways depending on the type of ball, the temperature and the number of petals.
"Each flower is brought to life by a small motor programmed using Arduino technology, and each element of the work can potentially move independently, so there are infinite combinations available. The setup programmed for this event lasts approximately five minutes, combining more random sections with other more choreographed parts," says Carlo Migotto, art director at Pixartprinting. "Technically one can do a lot of things with this work, such as interactive design, for example. Indeed, this installation is an excellent demonstration of how combining our technology and the creativity of the user can provide the perfect basis for ingenuity, which can lead to big things."
The installation was designed to mark the recent Design Week in Milan in April but will be open to the viewing public for five months.
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