Graphics, and signs in particular, have long been associated with shops. While these have moved on from the traditional signs that once adorned the front of shops, the purpose very much remains the same – getting people inside to browse and purchase products.
Of course, nowadays, signs and graphics now also play a major role in creating a certain environment for shoppers. Be it large-scale printed graphics showing football players in action in sportswear shops, or even digital screens inviting displaying videos of a fashion show in high-end clothing stores, there is huge scope for signs and graphics in retail.
In a special showcase, Retail Focus looks across the industry for some of the more unusual applications in recent times, paying tribute to the retailers and creatives involved in these projects.
Spreading festive cheer
Seeing as we are edging ever closer to that time of the year, let us start with a festive theme. In the US, iconic department store Macy’s partnered up with graphics, wraps and signage provider Capital INK Branding Solutions to create a seasonal window display in the style of a giant Christmas card.
Capital INK was tasked with producing and installing window borders and vinyl accents around the Macy’s retail store in Philadelphia, Pennsylvania. This followed similar joint projects at the same location in previous years, all with the aim of raising awareness of the Macy’s Christmas line-up.
For the most recent project, Capital INK chose to work with Drytac’s SpotOn White M50. The product features specialist light blocking properties that helped Capital INK overcome a key challenge with the application. The company used its Canon Colorado 1650 to print the colourful design.
“All the graphics were to be produced second surface and installed from the interior but two of the windows have a permanent, black border already installed second surface,” Capital INK national sales Director Dave Heit said “So, for these two windows, we were asked to install the graphics first surface.
“The challenge was that Macy’s had recently added a clear security film to their storefront windows. We reached out to the security film’s technical team and were told that most adhesive vinyl applied over their security film would damage the film’s top layer or cause a haze effect upon the removal of the applied graphics.
“After testing many other adhesive vinyls, SpotOn White M50 was the only material that adhered well and removed cleanly with no damage to the security film. The client was extremely pleased we found an adhesive product that worked for these windows.
The great indoors
Also thinking outside the box with temporary installations is Manchester-based Liberty Signs, which delivered materials for a pop-up shop ahead of the 2023 Manchester Marathon. Working with Craft House Creations and Shadow Productions, Liberty coordinated and delivered all the printing, manufacturing and installation required to create a fully dressed shop at Deansgate for world-famous sports brand, Puma.
Graphics formed a key part of the pop-up shop project and provided a backdrop to the store, with images including a runner in action along with Puma footwear, the brand’s logo and promotional slogans.
What is perhaps most impressive about this project is the swift turnaround time, offering food for thought to those retailers considering similar initiatives. The marathon took place on 15 October, with Liberty only able to access the site on the 12 and 13 of October.
Fitting in with this tight timeframe, Liberty used a selection of products from Innotech’s self-adhesive vinyl range, including VistaMAX 3100GAE Greyback Air Escape Vinyl, specifically designed for short-term use. The greyback media also has an air escape feature that allows for quick and easy application.
Liberty managing director Will Smith said: “The project required external and internal window graphics, floor graphics, wall coverings and other displays and features, including outdoor flags and a fully decorated treadmill. All in all, there were well over 100 items that needed installing, and we successfully delivered the entire pop-up shop in just a two-day timeframe.”
Work of art
Signs and graphics do not have to be purely promotional; they can be used for decorative purposes or even as a piece of art. At Paddington Square, London’s newest shopping and dining quarter, branded environment specialist Moss created two large pieces as part of a new public art programme at the location.
Working closely with curator Stella Ioannou of Lacuna Projects, Mtec Fine Art, Gardiner & Theobald LLP, and Blu-3, Moss delivered two large-scale pieces. The first of these comes in the form of Catherine Yass’s installation, which spans 152 square meters and was printed on durable semi-coated front-lit PVC to withstand the outdoor conditions.
Meanwhile, Kathrin Böhm’s piece, covering 92 square metres, is part of a three-year rotational programme in partnership with The Showroom and will be updated annually, providing a dynamic element to the public art programme. The piece was printed on Kavalan Sunlight Grey Back material.
Speaking about the forward-thinking project, Ioannou, director of Lacuna Projects, said: “Our mission was to activate the site as a civic space and urban destination which we have achieved by delivering an engaging public art programme with four commissions by international and local artists. Moss enabled us to deliver on our vision.”
Do it yourself
Of course, there is something to be said about the value of bringing certain graphics work in house, with some retailers opting to invest in their own print to produce posters, POS and other materials. One such business is Sussex Beds, which recently took on a new HP Latex 800W to enhance its printing capabilities.
The company, which runs 15 branches across Sussex, Kent and Surrey, took on its first HP printer in 2018 and invested in a second device just 12 months later. From here, it went on to purchase the new machine, allowing it to create even more graphics and signage material for use across its stores.
“Being able to print and back up our own brand, as well as enhancing the look and feel of our stores, have been huge contributing factors in our success,” Sussex Beds chief executive Steve Pickering said. “We have maximised the use of our printers, especially when it comes to improving the exterior of our stores to further push our brand.
“We can also produce sashes that stretch across the bottom of the mattress and tell the consumer all the benefits of each mattress. Communicating this information to customers is crucial.”
Nick Butcher, visual merchandising manager at Sussex Beds, offered further insight into the imitative, highlighting the new machine’s white ink capabilities as a particularly useful tool in terms of opening up new application opportunities.
“The great thing with the HP Latex 800W is the white printing aspect,” Butcher said. “We can print on limited substrates with our older machines but nowhere near as many as with the Latex. It means that in the future we may be able to move away from traditional posters and into something more interesting, such as adding backlit effects to printed pieces.
“Then there is the opportunity for us to look at applications like floor coverings, which is something we haven’t been able to fully utilise before. In addition, we can add graphics to our vehicles and use them as mobile advertising while out on the road.”
Superior sustainability
Looking to the future of signage in retail, the aptly named The Sign Group has worked with retailers on all manner of projects. Founder and managing director Grey Hoole said quality signs and graphics are vital in retail environments because they do more than just communicate a brand’s identity—they create a memorable experience.
“For visual merchandisers, shopfitters, and sign companies, the right signage can elevate a retail space, turning a simple visit into an immersive brand journey,” Hoole said. “With our expertise in manufacturing and supplying high-end signage solutions, like LED acrylic letters, we provide the trade with tools that go beyond aesthetics—they embody quality, innovation, and sustainability.
“Signs are not just functional; they are a key element of the retail experience. From our perspective as a trade manufacturer, the signs we produce need to deliver on multiple levels: visibility, durability, and eco-friendliness.”
With this, Hoole flags The Sign Group’s Neonplus product line, which he said not only offers the vibrant, eye-catching appeal that draws customers in but also includes the option to provide a detailed carbon footprint measurement, verified by CarbonQuota.
“This allows our partners to include accurate sustainability data in their documents, aligning with the growing demand for environmentally responsible choices in retail,” he said. “Modern consumers are increasingly eco-conscious, so sustainability should be at the forefront of any signage decision.”
While much of The Sign Group’s work is under NDA, Hoole can share more advancements in sustainable signage solutions. These include using upcycled LED strip offcuts, silicone covers, and other unused materials into new products, as well as introducing a new, optional LED strip with an impressive efficiency of 186 lumens per watt, significantly reducing energy consumption without sacrificing brightness
“By choosing signage options that come with a verified carbon footprint measurement, retailers can transparently demonstrate their commitment to sustainability,” Hoole adds.
Clearly, there are plenty of opportunities for innovation when it comes to graphics and signs in retail. Working with specialists in the sector allows you to uncover new opportunities for catching the attention of consumers and, importantly, drawing passers-by into your store.
