Graphics Mark the Spot

Recently, two of the most successful commercial- and residential-property companies in New York City – The Durst Organization and Sidney Fetner Associates – teamed up to form Durst Fetner Residential. Hirshorn Zuckerman Design Group was called upon to develop a new marketing strategy to promote the new branding and its many premiere properties. Because the strategy would include wide-format graphics, Hirshorn needed a print provider and needed one fast. Via a Web search, Hirshorn identified New York’s Apple Visual Graphics and submitted its project through Apple Visual’s “request a quote” widget on the website.

“Our client (Hirshorn) is based out of the Washington DC Metro Area and wanted their job produced in the New York City area to save costs, since it needed to be installed in Manhattan. Because we’re a wide-format printer and have an in-house installer, we were a natural fit for this project,” explains Jill Rowen, Apple Visual’s sales and marketing coordinator.

The job called for a 550 x 8-foot barricade scaffolding wrap to outline a future Durst Fetner property on 29th Street and 6th Ave in metropolitan New York. The deadline given for the print work was in no way lenient – it was so tight, in fact, the job had to be printed overnight.

“Hirshorn Zuckerman designed the wrap. The file required prep work to be print ready and the graphic had to be separated into panels for printing,” says Rowen.

With Apple Visual’s Mimaki JV3-250 printer with solvent ink and Onyx RIP, the shop output 440 square feet of UltraFlex UltraBanner media. The banner was hemmed using a Union Special walking foot sewing machine, and later grommetted.

Four installers took two days to complete the barricade graphics – but even with the job complete, Apple Visual’s efforts were not yet over. “The wind almost immediately removed some of the graphics and we had to send our installer back out to fix the problem,” says Rowen. The stabilized graphics were to remain up for three to six months.

APPLE VISUAL GRAPHICS
www.applevisualgraphics.com