Changing the world beneath our feet.
It’s been revealed that an innovative new product is poised to take the European flooring market by storm. For quite some time now, marketers have increasingly been drawn to the benefits of using the surface we walk on to promote products and services and also for ‘way-finding’ purposes. It’s taken them a while, but gradually they’ve been waking up to the fact that when visitors and shoppers enter a location for the first time, they often spend a great deal of time looking at the floor as a way of navigating unfamiliar surroundings. Yet traditionally, most directional or POS material is sited on walls or on hanging banners.
That’s all very well, but printing bespoke graphics and advertising messages on flooring media has historically been fraught with problems. With the criteria for durability, longevity and practicality so important, these have all presented challenges. A clever and arresting piece of promotional collateral for a high profile brand won’t be doing much for the brand’s reputation if it becomes scratched, scuffed or discoloured in a short space of time.
Wide format media specialists, Soyang Europe, located in Bury, Greater Manchester, UK, now say they have the answer, with a remarkable new product called G-Floor, which they are confident, will completely change traditional perceptions of what is possible in the field of customised flooring.
This new high-tech media, originally developed in the United States, is based on a high density clear, flexible PVC substrate, capable of being printed to the underside using either UV curable or solvent inks on a grand-format printer.
Because the image is printed beneath the media, the thick wear-layer protects the integrity of the graphic. The company added that G-Floor is hygienic, easily installed and repositionable, as well as having excellent load-bearing capability, with low noise and sound absorbing characteristics. There is a range of different finishes, all designed to provide a safe, effective and hard-wearing grip surface for a wide variety of retail, business and public space applications. There is also an option of a solid white media, suitable for surface printing in cases where print suppliers only have four colour process capabilities.
Andrew Simmons, Sales Director for SOYANG Europe explained; “We believe that the sheer durability and versatility of G-Floor will turn the industry on its head. No other product currently available has such a high level of durability, or is available in such a wide range of finishes or widths. The potential for retail outlets, restaurants, cinemas, vehicle showrooms, fitness centres, hotels, exhibition halls, stages, sporting venues and airports, is genuinely fantastic. This product moves the game on from simply printing floor graphics to being able to produce Graphic Floors”
Available in widths up to 3m and thicknesses to suit virtually any kind of flatbed, roll to roll or hybrid grand format printer, G-Floor is being promoted as offering almost limitless marketing and logistical opportunities. Simmons continued; “This really is a very cost effective product and the speedy installation process coupled with its durability and ease of repositioning make this a far more viable proposition than conventional laminate or tiled flooring alternatives. The scope for this product is so vast and exciting that I think we’re barely touching the surface of its potential. What we’re really keen to do is nurture creative partnerships with printers, designers and marketers to really develop the full effectiveness of this product”.
Further information on G-Floor and its application potential can be found by visiting www.g-floor.co.uk
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