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Fabric facade conceals construction of Burberry store

May 1st, 2010 / By: / Graphics

The project. The luxury retail center DFS Galleria Waikiki in Honolulu, Hawaii, required a temporary facade to conceal the construction of a new Burberry store.

The companies. DFS Galleria contracted Eventscape Inc., Toronto, Canada, for a similar project covering additional renovation sites in the mall. Satisfied with its previous work and knowledge of large-scale graphics on custom fabric pieces, DFS Galleria chose Eventscape for the Burberry project.

The task. The facade needed to promote the Burberry brand, while granting visitors a partial view of the remodeling progress within the store. Due to the proximity of the storefront to an outdoor mall entrance, Eventscape fabricated the structure from a UV-resistant, exterior-PVC mesh with a Class A fire rating to withstand the elements.

The challenge.The irregular shape of the temporary wall, which measured 25 feet high and 82 feet long and was boarded by an aluminum frame, made it difficult to create a template that was aligned with both angled and flat vertical faces. The 3-D structure had to accommodate existing light fixtures.

The solution. Eventscape’s design engineer took several photos and laser measurements of the site. Drawings were submitted for approval prior to production. DFS Galleria provided a high-resolution image, which Eventscape sized and printed on the mesh with a 10-foot-wide solvent printer. Eventscape assembled the structure at its staging area and used invisible seams to vertically join the fabric, ensuring proper alignment of the image. Careful packing of the structure prevented creasing of the material during shipping, allowing the DFS Galleria crew, assisted by an Eventscape site supervisor, to easily install the facade upon arrival.

The result. The facade served its purpose in both form and function. Elaine Allen-Milne of Eventscape notes, “This impressive graphic provided a heightened awareness and recognizable branding to the space before it was even open.”

Abbie Yarger is a freelance writer and editor based in St. Louis Park, Minn.

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