Air Jordan Laid Flat

Floor graphics only encompass 1 to 2% of Pro Lab Digital’s (Los Angeles) business, although Joe Hill, the company’s sales and operations VP, says it’s a growing market segment. In addition to standard event graphics, he said floor graphics were becoming more prominent in new-product launches. Also, retail clients’ need for permanent, point-of-entry graphics augments floor-graphic demand.

Hill said, “It seems that there’s a product available that works well for every type of surface. Any material can present challenges when working on a dusty surface that inhibits adhesion to a floor surface.

Therefore, a clean surface is essential to any job’s success. However, engineers have succeeded in creating floor-graphic materials that properly adhere to asphalt, concrete, tile, wood flooring and numerous other surfaces, while allowing easy surface removal.”

Pro Lab Digital recently helped promote Nike’s iconic Air Jordan sneaker brand in an unusual way – going horizontal to celebrate the high-flying sneakers.

Fortuitously, Stoelt Productions, which managed the promotional campaign for Nike, supplied graphics that required no image retooling. Fabricators tiled and enlarged the graphics to 11 ft. 2 in. long using Caldera’s V8 RIP. To ensure accurate size and consistency, the service provider printed it as three panels on its HP L25500 latex-ink printer using MACtac’s StreetRAP™ 3.4-mil films designed for unsealed-concrete applications.

“As usual, the biggest challenge was a crunched timeframe,” Hill said. “We had to produce and deliver the graphic within 24 hours.”
 

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