With over 35,000 visitors per day during Wimbledon, unmissable printed graphics were the latest wayfinding development to keep the fans and traffic safely on course at the event.
The unique Applied Media floor applied graphic system has been adopted as part of an experimental signage scheme designed to contribute towards continuous safety improvements. The scheme enhanced pedestrian, wheelchair and vehicle movements in and around the world famous venue in South West London.
The large format graphic panels were printed using an efficient digital flat-bed with flexible UV cure inks which proved ideal for the polymeric base media. The printed graphics were then protected with a propriety laminate and incorporated crystalline aggregate.
Championship manager Matt Crawcour said: “Providing the best possible visitor experience is hugely important to us. A big part of this is to provide information for everybody to move safely and efficiently with minimum queuing and delays.”
The answer at Wimbledon has been to utilise this innovative floor applied graphic system for their various temporary signage requirements. The system, which is more usually employed for high impact advertising campaigns, provided clearly visible route markings to help the large visitor numbers enjoy even more of the Championship experience.
The Applied Media full colour graphic system, which can be tessellated to any size, was not only instated within the Wimbledon campus but thanks to the product’s unique properties the London Borough of Merton also approved this system as temporary signage on the macadam footpaths around the perimeter of the complex. The signage safely guided the ‘Queue’ for tickets and the authority were impressed with results and performance and are assessing potential for future events in the borough.
Business development director for Applied Media, Larry Walsh said: “This is a great use of a home grown product and we are pleased to be involved in this prestigious British sporting event which is the oldest tennis tournament in the world.”
“This innovation has been specifically developed to facilitate branding, advertising and signing opportunities in new and sometimes difficult to access locations. Sports fans will be familiar with the Applied Media graphics which were also adopted to provide branding in the challenging tidal environment at this year’s BNY Mellon Boat Race in London. Last year our parent company also worked closely with Transport for London using similar technology to apply and remove 120 kilometres of temporary games lanes for the Olympic and Paralympics games.”
Ideally suited to sporting and events stadia the panels can be printed with any creative design, sign or message. They are designed for use in areas with heavy pedestrian activity and can be overrun with vehicular traffic. The panels are easily laid on any sound surface and then quickly lifted without damage to the substrate or leaving adhesive residue.
Early successes for the product came at the Sports Business and Marketing Conference and the North West Football Awards at Lancashire County Cricket Club in 2011. Both here and high profile branding for the Sports Merchandise and Marketing Exhibition at Wembley Stadium the power to revolutionise sports and events marketing was quickly recognised.
The highly durable, slip resistant graphic panels were also recently installed at London’s Oxford Circus tube station where they wowed commuters with a highly visual campaign for Warner Bros. Great Gatsby movie.
“Following the success of this year’s trials we may consider further opportunities to roll out Applied Media at Wimbledon next year,” added Matt Crawcour.
For more information, please visit www.appliedoutdoormedia.com
[Photo caption: Applied Media’s revolutionary graphics kept fans and traffic safely on course at Wimbledon.]