How fabric is changing the face of marketing displays

While fabric in itself is nothing new, the use of fabric graphics has enabled retail displays, business interiors and exhibition stands to become more cost-effective and more sustainable, while delivering a fantastic look-and-feel that exceeds many traditional graphic options - especially when paired with the right lighting.

Durable, re-usable

Fabric prints can cost more or less the same as vinyl prints, but they do not need to be attached to a backing. They simply need a frame into which the graphic fits neatly, pulling it taut and wrinkle-free. The frame is durable and re-usable, and new graphics can be printed and replaced as needed. This saves money, and also the environment by ultimately producing less waste.

An LED backlit fabric lightbox

click to enlarge

Fabric can also be re-used after an event or campaign, as it can be remade into other items. A popular trend at the moment is for crafters to make bags from 'expired' branding.

Fabric is also more sustainable than other substrates in that it has a smaller transport-related footprint. The fabric packs into small and lightweight packages, is hard to damage, and a steam iron can usually solve any mishaps. The frames for fabric graphics also pack efficiently when dis-assembled, and are easy enough to re-assemble if you have an Allen key and some common sense.

Lighting makes all the difference

As mentioned, by adding some lighting to your fabric graphic you can produce amazing results. Front- and back-lighting options are available, as well as LED lighting options (in keeping with the sustainability trend). It is also possible to produce massive fabric prints without seams to ruin your image - reaching a maximum width of three metres and length of 50 metres.

I have noticed the increased use of fabric across South African malls and exhibition floors, which is great to see as it not only elevates our industry, but does so in a way that incurs less damage to our environment.