Product category:
Materials and components
News Release from: MacDermid Autotype | Subject: Sigmagraf film
Edited by the Engineeringtalk Editorial
Team on 23 July 2002
Elevator art hits new heights
To create his first passenger lift "environment", Max Malandrino required a highly durable, photo-realistic image to convince occupants they were travelling inside a piece of sushi.
To create his first passenger lift "environment", Max Malandrino required a highly durable, photo-realistic image to convince occupants they were travelling inside a piece of sushi Autotype's Sigmagraf film proved to be the perfect medium for his elaborate illusion
"Your mind", Malandrino explains, "is overtaken by the whole environment".
The Brighton-based photographic artist is describing his ingenious use of mirrors and bold imagery in a lift setting to create an all-encompassing oriental food experience.
The "sushi environment" is an example of how Max uses his considerable talents to create billboard-type imagery for use in both residential and commercial settings.
The lift work was commissioned by Moshi Moshi - a Japanese restaurant chain - to advertise its most recent eatery in Brighton's Bartholomew Square.
The artwork decorates a lift, which can be found in the Hotel Pelirocco, a hostelry described by the Evening Standard as "England's most rock 'n' roll new hangout".
The idea, Malandrino explains, was to give passengers the illusion of actually being inside the sushi.
To achieve this, Malandrino manipulated existing Moschi Moschi artwork and assigned Creative Imaging Services - a Bedford based creative imaging bureaux - to print 3 x 7ft panels on Sigmagraf reverse printable film supplied by Autotype International.
"Moshi Moshi wanted to play with the idea of sushi, and being squashed into a close environment, so I came up with the concept of the lift's left-hand wall being completely mirrored and the two remaining walls being covered in sushi.
The effect is that when the door closes, you're surrounded by the food - it's about creating a total environment".
Of course, since the lift is the primary method by which guests move about the hotel, its decor is subjected to plenty of wear and tear, a factor that Malandrino carefully considered before choosing the medium on which to present his total sushi environment.
"Autotype's Sigmagraf film has a proven track record in a number of applications ranging from floor graphics to pop-up graphic displays", Malandrino explains.
"The material seems to be ideal and that's one of my points when I sell my artwork to my clients - it's scratch, water and scuff resistant".
Since lift advertising feeds on the undivided attention of the momentarily captured audience, it was an ideal setting in which to promote Moshi Moshi's new restaurant.
However, the overall feel of the lift, Malandrino explains, had to reflect the service that was being promoted and this was dependent on the quality of the film.
"We needed a product that was clean, well-finished and tough", Malandrino says.
Since Autotype's Sigmagraf film has a hard-coated polyester surface which is resistant to cleaning fluids, contaminants and abrasions, Malandrino can be assured that the lift's graphics will retain their original impact.
What's more, since the film requires no intermediate adhesive which could compromise the clarity of the graphic, Malandrino's images will remain clear and sharp.
Max says he is extremely pleased with the finished piece.
"It was important to combine the imagery with the Moshi Moshi restaurant flooring and the correct lighting - a light box containing rice spread over illuminated perspex.
The combination of flooring, lighting, images and film creates a completely unique lift experience". Request a free brochure from MacDermid Autotype ...
• MacDermid Autotype: contact details and other news
• Email this article to a colleague
• Register for the free Engineeringtalk email newsletter
• Engineeringtalk Home Page
Search the Pro-Talk network of sites
