Down Low Signage

With limited storefront space, small-scale retailers and restaurateur must resourcefully use all available (and allowable) space to effectively use enticing signage. Domino’s Pizza decided to expand its advertising message to the sidewalk.

The pizza chain hired Green Graffiti, an Amsterdam, Netherlands-based company that also plies its trade in the U.S., to create sidewalk graphics with laser- or waterjet-cut, metal stencils. According to Green Graffiti’s Mike Jansen, it began plying its trade with graphics for a Dutch telecommunications company.

“After that first job, the work has been steady,” he said. “It’s a unique calling card that gets strong response.”

The client typically provides artwork, although Jansen said the company can produce graphics in-house. The company provides guidelines about how the stencil will be made and offer suggestion about what will make the most impact in the setting.

Advertisement

Green Graffiti created sidewalk graphics in front of Domino’s locations in Los Angeles, Philadelphia and New York to promote its American Legends pizza line, which features six pie varieties that play on such regional tastes as Philadelphia cheesesteak and Memphis barbecue.

The campaign will last two to three weeks before pedestrian traffic fades the image, he said.