Nike were locating to a new store location at Westfield White City, so they asked us to create a giant retail hoarding to visually mark out and announce their new spot.
The hoarding measured a whopping 40 metres in length by 8 metres in height and featured a heavy jet-black background with series of lines within the artwork.
This project had many challenges, the first being presented in production of the digitally printed deep, solid black background. We decided that before progressing full steam into production, to test a series of CMYK colour combinations to achieve the best consistent, solid black colour.
Our second challenge was the complexity of the installation. Not only was this hoarding of a super wide format size therefore needing scissor lift assistance to install, but it also featured lots of crisp white lines throughout the design that needed to be lined up during installation.
The third challenge was the required turnaround time, as Nike asked us to have the new hoarding in-situ within a week of receiving the brief.
Installation was completed by two teams over two nights to install 8 metre printed drops.
The final result ticked every box of the client’s brief. From receiving the brief, we achieved production testing, full project printing and installation within one week.
Nike was thrilled with the giant retail hoarding marking their presence on the Westfield concourse, they said “We loved the impact created powerful design graphic installation, KGK Genix throughout suggesting the best edits, crops & scale to help this creative reach its full potential. As always, a great partnership” Marketing Manager at Nike.
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