Exploring the opportunities of architectural films

by carly_mchugh | 14 June 2023 12:15 pm

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By Ken Burns

It is probably fair to say that when we talk about wrapping jobs, many of our minds are instantly drawn to images of cars and other vehicles sporting colourful, eye-catching graphics.

While there is no doubt the vehicle wrapping sector is an exciting and innovative segment of the industry, wrap jobs go much further. One of the stand-out areas of growth we have witnessed in recent years is architectural decorations, whereby specially designed films are used to bring a whole new look and feel to many different kinds of environments.

At Axis Graphics Installations, this type of work is our “bread and butter” for multiple reasons. First, there is the volume. From huge mall barricades to giant “coming soon” storefronts and distraction/privacy films on the entire interiors of office buildings, the total area in architectural films is massive.

Then, there is the benefit of repeat business. Every store, in every mall, in every city, changes its look either monthly, bimonthly, quarterly, or annually. This means once you are awarded an account, it will likely become ongoing revenue. They may not always be the sexiest looking installations, but architectural films can create very sexy results in your bank account.

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Opportunities aplenty

What sort of work could you potentially be looking at within this market?

This type of application covers the inside and outside of buildings—both literally and figuratively—and there are plenty of opportunities for success.

For example, architectural film work could include transforming the look of the interior of an office building. A company might be rebranding or looking to better communicate its message, and installing wraps on surfaces such as walls, windows, floors, and even ceilings could be an effective way of doing so.

Lots of opportunities also lie within the retail sector. Think about how many times you have been browsing shops on the street and have been surrounded by graphics and images. Even as you walk past storefronts, you are greeted by window graphics advertising what you can find inside. This is all within the architectural wraps segment.

You might want to think even bigger with larger-scale wrap projects. This could involve decorating part or all of the side of a building to support a customer with a brand campaign, or to spread awareness about a special promotion. Colourful wall and window graphics will go a long way in capturing the attention of busy passersby that may have otherwise been unaware of the campaign.

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Getting started

What is the best approach for taking on this type of work?

Axis Graphics Installations has only been involved in the production side of architectural graphics for a relatively short period of time, having previously focused on the installation side of the industry. However, after making the move and expanding our offering, we have experienced plenty of benefits.

Of course, working with a trusted materials partner is extremely important for many reasons. First and foremost, you want to satisfy your customer and their own clients. There are so many untrained installers out there, and most clients have had a bad experience with an installer in the past. As a result, it only takes one bad installation to completely lose a client’s trust and have them find another solution for future projects.

Retail applications are generally very time- and date-specific, as they relate to new product releases, seasonal changeouts, or scheduled sales. Thus, unsatisfactory installation really compounds the client’s stress in these situations. Additionally, these projects are generally in highly visible, high-traffic areas, so a poor execution is going to be seen by many people until a reprint can be produced to correct the problem.

Installations should only be trusted to qualified and vetted installers. This is one of the many reasons I have served on the Professional Decal Application Alliance (PDAA) Committee for the past six years. It does not matter how amazing a design or print is if it is installed poorly or incorrectly. Installers should attend any of the available manufacturer training sessions and certifications for the products they will be installing.

Always learning

For long-term success, and to ensure you are keeping up to date with the latest developments, it is also highly recommended you access and take advantage of the industry training available to professionals.

I recommend the PDAA Architectural Films Training and Certification, which incorporates a host of film types and manufacturers, as well as some unique testing stations, which make it a diverse and well-rounded architectural program.

A new perk for this certification is an accompanied Axis Graphic Installations accreditation. We are transitioning our installation business into a national project management company over the coming months, and we feel this program is the only architectural platform rigorous enough to confirm the capabilities of potential partners. Namely, if an installer can achieve the accreditation, then we can trust them with the Axis name.

Every installer that receives the PDAA Architectural Films Certification is placed into our Axis network of installers. Additionally, the bids we send out to the areas with multiple certified installers will be rotated each project, so every “Axis Ally” will have opportunities to bid. In short, there is plenty to be excited about for the future.  

Ken Burns is the president of Axis Graphics Installations, a specialty sign/graphics installation and project management company, as well as a managing partner of Capital INK Branding Solutions, a full-service print, production, and installation company.

Source URL: https://www.signmedia.ca/exploring-the-opportunities-of-architectural-films/

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