Wrapping the water closet.
By Angela Prues
Be it ever so humble, perhaps all a public bathroom stall needs is to feel like home. To promote its Kleenex Flushable Fresh Wipes, Kimberly Clark instituted a "Feels Like Home" marketing campaign that not only offered free Fresh Wipes samples in public restrooms across 38 Australian shopping malls, but also revamped 114 bathroom "cubicles" or stalls in those restrooms.
In order to make the "Feels Like Home" campaign really feel like home, the bathroom stalls themselves required quite a makeover. Mitchell Kay, managing director of The Letter Corp., a media specialist company in Victoria, Australia, was the design and installation mind behind the project. Letter Corp. designed wall images for the stall interiors, resembling home bathrooms-from flowered wall paper to linoleum flooring and tile around the commode, each stall resembled the water closet at home. Windows, paintings, and even toilet scrubbers were all designed into the image to produce an authentic home-bathroom decor. The transition-from public stall to home-like feel-was done through a simple stall-wall wrapping process.
Digital printing is not in Letter Corp.’s resume, so the company has a working relationship with the sales staff of Price Screen & Digital, a multi-faceted print provider also located down under. Letter Corp. provided Illustrator CS2 EPS files of the digital images to Price Screen, which then tackled the logistics of bathroom wall-friendly printing and media.
Because UV inks are traditionally more environmentally friendly than solvents, Price Screen chose its MacDermid ColorSpan Display Maker 72UVR to output the EPS files, using ColorSpan UV inks. Additionally, the company chose Avery’s MPI 3021 matte white monomeric calendered removable vinyl "for easy application and removal," says Martin Price, Price Screen’s managing director. One entire stall was printed as a proof, and cut using Price Screen’s Kleencut Javelin large-format cutter and 137 Polar Guillotine.
The proof was installed before the full print was approved. Once the one-off received approvals from Letter Corp. and Kimberly Clark, Price Screen output the designs. Each stall required four panels: two walls measuring approximately 75 x 37 inches each; a door, measuring 67 x 30 inches; and a floor, measuring 24 x 18 inches. Price Screen printed all 1312 feet of material in approximately 40 hours, cutting took an additional eight hours. Letter Corp. installed the graphics across all 38 locations, requiring approximately one hour per stall.
The stall door was wrapped on the exterior, prompting restroom users to chose the decorated stalls and see the interior. "The themed cubicles and posters provided a unique customer experience and also attracted customers to select that cubicle, whenever it was available," says Kay of the highly traversed stalls.
A 37-year-old firm, Price Screen & Digital operates out of a 16,000-square-foot facility with 20 employees. About three years ago, Price Screen added UV technology to its arsenal of screenprinting machines. In addition to the ColorSpan, Price Screen has a Roland, eight screenprinting machines for POS and industrial screen jobs, two guillotine cutters, four diecutters, laminators, and other finishing equipment. Price Screen’s technological investments have made it "feel at home" in the digital inkjet competitive marketplace.
THE LETTER CORP.
PRICE SCREEN & DIGITAL