FESPA Spain: Professionalizing Vehicle Wrapping

Training, community, and competition as drivers to promote car wrapping in Spain.

Penélope Garrido’s career path did not begin in a sign-making shop, but rather in chemistry classrooms. However, while she was studying, she began working in the field of graphic arts and discovered a profession that combined technical skill and creativity. “There’s something special about this job: you’re not always doing the same thing; every project is different, and that’s what keeps you hooked,” she explains.

In 2010, together with her husband and business partner Carlos, she founded Alta Rotulación. At that time, signmaking was still a trade learned almost entirely through hands-on experience, without structured training programs. Driven by a desire to improve their craft and raise the technical bar, they traveled to the Netherlands to train with an international vinyl brand. That experience marked a turning point.

In 2015, they took it a step further and founded Alta Wrapping Academy, a pioneering training program in Spain. “Many people asked us, ‘How are you going to train your competition?’ But our vision has always been that professionalizing the industry benefits us all,” he says. Since then, more than 3,000 students have passed through the academy, receiving training in car wrapping, PPF, window tinting, and, more recently, interior decoration applications.

For Garrido, sharing knowledge doesn’t weaken the market—it strengthens it. “If we compete on a level playing field, it’s not a threat. One day the project will be yours, and another day it will be mine, but the overall standard rises.” That collaborative spirit has, in his opinion, helped vehicle wrapping in Spain gain recognition and technical quality.

FESPA Spain and Installer Visibility

The connection with FESPA began after years of attending the trade show in various countries. It was there that Garrido learned about FESPA Spain and decided to join. Since then, his involvement has grown, especially in the area of competition.

One of her main goals has been to highlight the role of the installer in the visual communication value chain. “There’s a lot of talk about printers or manufacturers, but if no one installs what’s printed, the chain remains incomplete,” she points out. For her, the installer is an essential part of the process and deserves greater visibility.

That aspiration is reflected in her participation as a judge in the World Wrap Masters, the international competition that brings together the world’s best installers. In 2025, they launched the first national edition in Spain, with 22 participants. “It was a modest first edition, but a very positive one. People saw it as a place to meet, learn, and build community.”

Beyond competitiveness, Garrido emphasizes the value of these initiatives as opportunities for connection. “It’s not just about competing, but about sharing, stepping away from the daily routine, and seeing how other professionals work.”

A Pivotal Year for Vehicle Wrapping in Spain

The event FESPA Global Print Expo 2026 in Barcelona represents a unique opportunity for Garrido. The international final of the World Wrap Masters will bring together the champions from each national series, and the Spanish edition will be the last one before the grand final.

Furthermore, holding the event in Spain makes it easier for professionals to participate—professionals who might otherwise be deterred by language barriers or distance. “This is the year. It’s an opportunity to see it in person, to understand it, and to experience it without barriers,” he says.

Also noteworthy is the connection with Latin America, with participants already confirmed for the national competition. “It’s going to be a very interesting event, with a lot of diversity and a very high technical level.”

His invitation is clear: step out of your comfort zone and use the event as a platform for networking and learning. “FESPA is a gathering place for all kinds of companies. It’s a real opportunity for professional growth.”

With a career marked by training, collaboration, and the constant pursuit of excellence, Penélope Garrido represents a new generation of professionals who view vehicle wrapping not only as a trade, but as a discipline that is evolving, becoming more professional, and gaining international recognition. And in 2026, Barcelona will be the perfect setting to demonstrate this.