3M collaborated with Misty Buckley Production Design to create a special application for this year’s edition of The BRIT Awards, an annual event that pays tribute to the best in British and international music.
The origami-inspired stage backdrop, which measured in at 15m tall by 59m wide, attracted widespread praise from architects, interior designers and the viewing public.
The structure was made up of multiple folded and prism-shaped formations, and while these were constructed to look like one formation, each plane was made separately, using a different pattern from 3M’s DI-NOC architectural finishes range.
For those viewing the structure, it looked like it was comprised of solid dark metals, but it was in fact made from steel with a hard cladding of aluminium composite board and covered in 3D-conformable DI-NOC finishes by 3M.
Speaking to FESPA.com, Pen Webley, marketing team leader for the Commercial Solutions division at 3M, opens up about the process and how the firm came to be involved in the innovative project.
“I got an email out of the blue from Misty Buckley asking if 3M would like to be involved,” Webley said. “To be honest, I am often contacted by people wanting our products for free, so at first I was a bit sceptical.
“However, Misty was so enthusiastic in the email and it was such a good brand to work with, I decided it was worth a chat right away. When she shared her plans with me, I saw that the design was just stunning, so I got really excited. From that moment on, I was completely sold on the idea.
“It has been extremely rewarding; the response to the set and our products has been fantastic.
While music fans in the UK were able to enjoy the structure by watching a live broadcast of The BRIT Awards, coverage of the event was also shown around the world, meaning that the application was showcased to a global audience.
Webley added: “It has been a great opportunity to show a large audience how stunning the DI-NOC architectural finishes range by 3M look once applied, which is important, because it can sometimes be difficult to envisage by just leafing through a booklet of patterns.
“As well as that, DI-NOC finishes were used as a projection surface. I hadn’t seen the product used for projection before. It looked amazing.
“The whole process has been really interesting and exciting to be a part of. It’s taken a lot of work and organisation, but seeing it all come together made all that totally worth it. The reaction from our industry contacts and the public has been wonderful, too.”
As this project demonstrates, customers are continuing to push the boundaries when it comes to the complexity of applications, especially on occasions such as this when a global audience is looking on.
FESPA 2018 and the European Sign Expo this year will offer visitors an insight into how they can use the latest technologies to address this demand and create wonderful applications for their customers. The event runs from May 15-18 in Berlin, Germany.
To find out more and register to attend, visit: http://www.fespaglobalprintexpo.com
Don't forget to use promotional code FESJ801 to save you €70 on the entry fee at the exhibition.
by Rob Fletcher