A book for Birmingham to remember thanks to Signs Express

April 24, 2019
Once Upon A Time In Birmingham: The Women Who Dared To Dream (Cover) Once Upon A Time In Birmingham: The Women Who Dared To Dream (Cover)

Signs Express Birmingham is proud to have been involved in the production, supply and installation of this supersized book into The River in Victoria Square, Birmingham.

Affectionately known as The Floozie in the Jacuzzi, the artform proudly sat in front of Birmingham’s historic Council House for seven days in March. The giant book installation was commissioned by the council to commemorate International Women’s Day and World Book Day.

The book, which was published in October 2018, celebrates 30 amazing women of Birmingham past and present as part of a city-wide campaign to mark the centenaries of the first women getting the vote and the First World War ending.

Signs Express worked to a very tight schedule to get the project over the line, producing a giant book more than 3 metres square. It features a complex, angled, fabricated steel cantilever framework over-clad with folded and powder-coated aluminium casings to replicate the cover and pages. Digitally-printed vinyl mirrors the design of the internal pages and CAD cut vinyl to the outer cover includes chrome gold-effect text to replicate the printed book.

Once Upon A Time In Birmingham: The Women Who Dared To Dream (Internal)

Joe Smith, Owner of Signs Express Birmingham, commented:

The team at Signs Express Birmingham are extremely proud to have worked on this project. The timescale could have proved challenging but it was very rewarding for all of us to see the giant book come to life in time to celebrate International Women’s Day with the city.

Joe Smith
Signs Express (Birmingham)

The concept for the giant book being read by The Floozie came from Birmingham communications consultancy Liquid, who played a key role in the development, design work and marketing of the original book and relished the opportunity to supersize the publication.

Installed in time to celebrate International Women’s Day, the book’s appearance in the city centre triggered a lot of public interest and social media coverage.


Once Upon A Time In Birmingham: Women Who Dared To Dream published by The Emma Press and written by Louise Palfreyman, formed part of the city council’s Birmingham Remembers campaign, which ran through 2018 to mark the centenaries of the first women getting the vote and the First World War ending.

Birmingham City council wanted to inspire the next generation of achievers, leaders and trailblazers, so to find 30 amazing women past and present to feature in the book, they used social media to crowdsource public nominations of inspiring women to profile. The response was fantastic and the final selection for the book delivered a true cross-section of outstanding women from all walks of life.

Giant book replica

Head over to The Emma Press to buy your copy of the book: www.theemmapress.com/books/once-upon-a-time-in-birmingham.

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