Berlin local and digital
Bückeburg, 7 November 2012 - Visual attractions are a proven means of drawing customers into shops. As a result the operator of the A10 shopping centre in Berlin chose customised printable Erfurt CA wallpaper from Neschen.
ECE took the decision to use wallpaper and in particular the Erfurt CA wallpaper at an early stage. "As a result of good experience gained with the service provider Stiefel Digitalprint on previous projects, we relied completely on the materials they proposed," says Mark Gurney, Director Creative Design at ECE in Hamburg.
Mark Gurney and his team chose the motifs on specific themes and delivered them to Stiefel Digitalprint in Lenting. They are based on locations close to Berlin, Dahme-Spree Forest, Barnim and Oberhavel. The characteristic features of these areas were abstracted into graphics.
"Erfurt CA wallpaper has absolutely nothing to do with photo coverings from a DIY store," explains Wolfgang Polarek, sales team member and project manager at Stiefel Digitalprint. "Each wallpaper is completely customised; they are unique with motifs and print data created especially for this one product - and the printing results are top quality."
Stiefel prepared the print data to form large-scale digital printing. The variety of colour tones had to be matched precisely and the motif details with their complex patterns and diagonal lines also had to fit exactly.
Three strips of the smooth Erfurt CA wallpaper, each 1.50 metres wide, were printed simultaneously, i.e. in parallel. The printing press, which is five metres wide, then produced the five or nine metre long strips that Stiefel needed to cover the A10 shopping centre. In order to work better with the digital print wallpaper on site these were then cut into strips each 70 centimetres wide.
One for all
When planning the materials to be used it was essential to comply with the extremely strict fire protection regulations for public buildings. Each material on its own and all of the materials together - from the sub-surface and adhesive via the digital fleece and coating right up to the paint and varnish - had to meet the strictest requirements.
"For ECE it was not only about appearance and modern design, top quality is also essential," explains Wolfgang Polarek, confirming the client's high demands. "This applies to each individual product. But that is not enough: it must also apply to the complete installation. This means that the materials used have to match each other perfectly."
The printed Erfurt CA wallpaper can stay on the walls for five to six years. Then the wallpaper will be replaced. Although the digital printing is subject to bright light and UV radiation, the colour intensity is retained for this period of time. In terms of the quality, the fleece wallpaper is so good that it even withstands mechanical loads and bridges tears.
"We are now recommending the wallpaper for corridors in offices or hotels," confirms Wolfgang Polarek. "The colours do not run and with an appropriate protective varnish it can withstand impacts that can come from such hard items as chairs or suitcases." Also ideal for use in commercial property.
The professional digital printer receives the Erfurt CA wallpaper via Neschen AG in Bückeburg. The specialist artistic dealer can purchase the custom-printed digital fleece wallpaper under the Erfurt-On wall (www.erfurt-onwall.com) brand.
Photo: Wallpaper photos in A10
Picture caption: A 155 metre long and five metre high ellipse on the atrium in the new building was covered with extreme precision using self-adhesive digital fleece. The joins from one strip to another had to match precisely. The photo wallpaper goes all around the side walls of the ground-floor Oder-Spree and Potsdam shopping areas. (Photos: ECE)
Photo: Photos entrance areas
Picture caption: The vestibules in the three new entrances to the A10 shopping centre were decorated with printed digital fleece designed especially for this purpose. (Photos: ECE)
Photo: Photo Wolfgang Polarek
Picture caption: "Erfurt CA wallpaper has absolutely nothing to do with photo coverings from a DIY store," explains Wolfgang Polarek, sales team member and project manager at Stiefel Digitalprint. "Each wallpaper is completely customised; they are unique with motifs and print data created especially for this one product - and the printing results are top quality." (Photo: STIEFEL Digitalprint)
Photo: Photo Mark Gurney
Picture caption: "As a result of good experience gained with the service provider Stiefel Digitalprint on previous projects, we relied completely on the materials they proposed," says Mark Gurney, Director Creative Design at ECE in Hamburg. (Photo: ECE)
Sample copy requested if published
Neschen AG, Bückeburg - Graphics, Documents and Neschen Technical Coatings
Neschen AG develops, produces and markets innovative coated self-adhesive and digital print media worldwide, together with their processing machines and presentation systems. In addition, this internationally leading premium manufacturer uses its motto: "ideas for success" to help its partners to successfully market their products and services: in the graphics industry, library sector and in industrial applications.
The graphics product portfolio ranges from finishing, protection and mounting films to print media which can be used with modern digital printing technology for avant-garde architecture, decoration and advertising. The Bückeburg supplier is the first address for printing service providers, architects, designers, photographers, interior decorators and advertising agencies. The business unit Graphics also includes powerful laminating machines and high quality display systems.
The Documents sector comprises self-adhesive films and papers for the protection, repair and care of books. Libraries, archives and museums can also obtain the necessary working materials and processing equipment from Neschen. Numerous products in this series can also be used for picture framing: To fix, mount and protect pictures and photographs.
Based on more than 40 years experience with special coating methods, Neschen Technical Coatings can also offer industrial customers in all branches fully customized solutions. These range from surface finishes in the automotive industry to applications in the clinical-medical environment.
Around 440 employees at Neschen produced a global annual turnover of approx. 100 million Euro in 2011. www.neschen.com
Telephone: +49 5722 207-253
Fax: +49 5722 207-77-253
Agentur für Public Relations GmbH
Ralf M. Haaßengier
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