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(May 2012) posted on Thu May 03, 2012

Digitally produced wallcoverings are transforming empty spaces into a venue for marketing, rebranding, and self-expression.

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By Mike Antoniak

DreamScape is the digital media brand of Roysons Corp., international supplier of printed wallcovering materials for both the commercial and residential markets. It launched its DreamScape division six years ago in response to customer requests for more customizable options via digital printing.

“The products we make are considered Type 2 commercial grade wallcoverings,” says DreamScape’s Spotto. “They are all flame- and smoke-rated so they meet any applicable codes.” The digital wall media are compatible with solvent, eco-solvent, UV, and latex print systems.

Demand for the digitally printable material has proven so great, he reports, that the line now includes 14 different surface textures. “The lighter textures are always most popular because they work well with the widest range of graphics. With heavier textures like plaster and pueblo, they’re looking for that texture as part of the look of the graphic.”

The original line has no adhesive, and since it requires paste to affix it to the underlying surface, it is recommended for permanent installations. For wall graphics intended to be up for a year or less, the company also offers its self-adhesive Textured Wall Wraps line of repositionable media in three textures. “It’s a heavy vinyl, 9- to 11-mil thick, depending on the texture with a repositionable adhesive,” he explains.

Two years ago, Dreamscape added a PVC-free wallcovering material to its line with the introduction of Terralon media for solvent, eco-solvent, and UV inks. Its latest introduction is its Bling line of metallic enhanced vinyls; reflective metal flakes embedded into the material enable some special effects on wallcoverings.

Ultraflex’s line of Wallscapes Wallcoverings is offered in a variety of finishes and intended for printing with eco-solvent, solvent, and UV, as well as screen printing. “Our most popular embossment is suede,” notes marketing director Sherman, claiming it “enhances the look of any graphic.” Later this year, the company will add Bali Hai to the line, a stucco-like texture. She says it “can be installed to the wall surface using commercial glues and adhesives, or sewn and grommetted.”

The company also plans to add what she describes as a “hybrid product” called Fabritac. “It is a removable adhesive fabric that can be mounted to any surface and repositioned countless times while retaining its adhesion without leaving a residue.”