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High-Flying Graphics

WL Concepts revamps a JFK terminal to attract business.



Although they may not sometimes be thought of as traditional advertising clients, airports are just as much a business as more traditional corporate entities. In an effort to attract travelers, John F. Kennedy International Airport in New York revamped its busy Terminal 4, which features a variety of restaurants and shops. The airport called on Uniondale, New York-based WL Concepts—a print shop with which the airport has a five year contract—to help carry out the rebranding involved with the terminal’s redesign.
The double-sided graphics, which highlight the terminal’s various amenities, were created in Adobe Illustrator by WL’s in-house design team. Digital files were then sent to the shop’s contacts at JFK airport for approval.

Once the files were approved, WL began final output of the graphics. Using its HP Scitex XL 1500 and HP Scitex solvent ink with 18-ounce Herculite Bantex blockout vinyl for double-sided graphics, WL output the graphics over a span of several days. Three types of graphics were produced for the job: graphics wrapped around large, round support columns; a strip of graphics installed on the terminal’s upper-level walkway; and banner graphics installed between V-shaped support beams.

After printing was complete, the shop took two days to hem the sides and install grommets on the V-shaped and column graphics. The graphics were installed by four of WL Concept’s in-house installers over a span of three days. One restriction the print shop ran into during installation was that the graphics on the columns could not go as high as requested due to limitations on how high the lift used for install could be extended. Despite this small hiccup, WL Concepts reports that the client was extremely pleased with the result.

In business since 1999, WL Concepts specializes in wide-format signage as well as 3-D displays and signage. In addition to JFK/IAT, clients include high-profile companies and brands such as Washington Mutual Bank, Disney, Tommy Hilfiger, Timberland, LeSportsac, Kohl’s, Macy’s, Carson Prairie Scott, and American Express Travel Services. WL Concept’s 11 employees are based out of the shop’s 10,000-square-foot facility on Long Island.

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