9,500sq.m commercial graphic creates spectacular giant billboard in Rotterdam

Citation

(2000), "9,500sq.m commercial graphic creates spectacular giant billboard in Rotterdam", Facilities, Vol. 18 No. 13/14. https://doi.org/10.1108/f.2000.06918mab.008

9,500sq.m commercial graphic creates spectacular giant billboard in Rotterdam

Keywords Buildings, Graphics design

The tallest building in The Netherlands has been transformed into a spectacular giant billboard by leading sportswear manufacturer, NIKE (Plate 1).

Plate 1 Dutch footballer, Edgar Davids, crashes through a Rotterdam office block in what is believed to be the world's largest ever building wrap

The 150 metre high Delftse Poort, in Rotterdam – headquarters of the Nationale-Nederlanden insurance company – stands head and shoulders above surrounding office blocks, after being covered in a spectacular giant graphic featuring Dutch footbailer, Edgar Davids, crashing through the glass building chasing after a football.

NIKE created this massive poster – to date the world's largest-ever building wrap project – using the latest vinyl graphics from 3M.

The building wrap concept was devised by the Wieden & Kennedy Amsterdam agency to celebrate NIKE and Nationale-Nederlanden's sponsorship of the Dutch national football team.

The stunning visual, which is the same size as the Statue of Liberty, has already had a huge impact throughout the Continent and can be seen from many miles away.

Europe's leading large format digital printer, VgL, was chosen to apply the graphic because of its experience of similar large-scale projects around Europe.

The company likened the massive task of applying the graphic to "putting together the world's largest jigsaw puzzle", with 4,500 individual graphic panels, weighing a total of 3,000kg, being pieced together.

The front and back of the main tower, along with a smaller adjacent building, were covered using 3M² Perforated Window Marking Film (PWMF), developed and produced by the Commercial Graphics Division of the 3M Company.

The PWMF graphic is made with tiny perforations, allowing those inside the building to see out unhindered, while those outside only see the intended image. In addition to this, VgL specified the 3M vinyl as it can be removed easily without causing any residue damage to the building.

The colourful graphic took 25 days to print at VgL's 4,500sq.m dedicated digital print factory, in Reading, after a team had been sent to Rotterdam to make detailed drawings of the building to ensure each panel fitted perfectly.

VgL managing director, Michael Ayerst, commented: "It was like doing a giant jigsaw puzzle. Each separate panel was labelled and numbered with a unique code that matches every window of the building. With a graphic this size our applicators cannot simply step back to see the graphic, so this is the only way of making sure each panel ends up in the right place. The graphic has caused a real stir from the minute we started putting it up."

An eight-man team from VgL worked 30 days to install the 9,500sq.m graphic, which is 60 times bigger than real life, on the building in the centre of Rotterdam.

The applicators worked in pairs, using window cleaner cradles to manoeuvre their way up and down the office block. They were forced to work in unusual conditions, not only overcoming the vagaries of the weather, but also having to abandon the usual tools of their trade, such as knives, to prevent any damage to the glass panels, which could have seriously affected the integrity of the structure.

Lloyd Cole, of 3M, added: "This amazing project just shows what can be done using 3M technology. No job is too big or too colourful and we're absolutely thrilled with the finished article, which looks totally incredible".

For further information on VgL, contact Michael Ayerst, on +44 (0)118 922 1325.