Fashion powerhouse Louis Vuitton extends brand experience to refurbishment hoarding with LUMEX® G

April 01, 2020

For the renowned fashion brand Louis Vuitton, hoardings during refurbishment are a key component to their brand experience. Aesthetic hoardings attract attention, garnering publicity and buzz – even if the store is closed. Nowadays a successful hoarding does not only need to serve a purpose but should also be “Instragram-able”.

This was the case when Louis Vuitton began working with the design agency Ink Associates in 2018. The fashion brand was looking for an “Instragram-able” hoarding at their head offices in New Bond Street in the center of London, which would be installed during the refurbishment of their flagship store. The design and functional requirements for the hoarding were clearly defined: brand awareness, aesthetic, material capable of printing and thermoforming, fulfilling required fire rating, and durability. Additionally, the material was required to withstand 12 months of exterior usage. The specific design for the upcoming hoarding was over 60 m long and 6 m high. It included 180 diamond shaped parts measuring 3 m x 1,7 m each. For this project, Ink Associates worked with fabricator Talbot Designs who has over 70 years of experience in thermoforming materials.

Lewis Williams, Design Specification Manager at 3A Composites supported Richard Woolff, MD of Talbot Designs, to find the material best suited within the 3A Composites product range. Due to the requirements, LUMEX G proved to be the best material to realize such a large project. LUMEX G is the proven brand on the market for premium quality modified polyethylene terephthalate (PET-G) sheets. LUMEX G is the best choice for thermoforming and hot line bending applications. The product is flame retardant rated ‘difficult-to-ignite’ and impact resistant. The Louis Vuitton project utilized specially formulated clear UV and impact resistant LUMEX G.

Approximately 800 m² (6 t) of LUMEX G material was used to fabricate the Louis Vuitton hoarding. To match the brand design and colors the 3A Composites sheets were sprayed on the back side and UV stable vinyl graphics were applied pre-spray. According to the size of the project, Talbot Designs was the only experienced fabricator who could thermoform material sizes up to 3 x 2 m and execute the color matched metal framework. Since January 2019 the imposing Louis Vuitton hoarding can be seen in London on the New Bond Street.

An independent brand expert described it as “one of the best examples of raising brand awareness he had ever seen.”

For further information on 3A Composites, please visit www.3acompositesusa.com.

Louis Vuitton Hoarding Project – thermoformed LUMEX G
©Maria Torrens Photographer | www.mariatorrensphoto.com

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