Written by

Dan Fleming

Image Group bring a new meaning to the term building wrap.

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New buildings are normally unveiled with a ribbon cutting ceremony but marketing agency 56DC Events, who were responsible for launching the London City Island development for the Ballymore Group, wanted to do things a little differently.

To stand out and elevate the opening ceremony above other launches, 56DC Events approached The Image Group with a building sized request. The idea was to wrap one of the finished developments in a giant red ribbon complete with gift label. To add further theatre to the launch, the MD of the development was tasked with abseiling down the building and “cutting” the giant ribbon to officially open the site for tenancy.

In order to deliver the desired result safely, The Image Group broke the project down into several stages. The first challenge was to produce a nearly 3m thick ribbon and fix it to the building face. It also needed to be fitted in such a way that it could be safely cut at the launch. After extensive testing, a lightweight printable fabric with velcro fixing for the ceremony was produced. The velcro fixing was strong enough to hold the ribbon in place, but would not cause any issues for the ribbon cutting on the day. Each ribbon section was carefully sized and positioned to align with the balcony sections for secure fixing.

To put the finishing touch on the job a massive 15m x 30m Mesh PVC gift tag was produced that was then strategically placed to take advantage of the fixing points offered by the existing balconies. Our expert team of abseilers completed the project and fitted the fabric and the Mesh in a little under two days.

Take a look at Ballymore Groups fantastic launch of phase 2 of London City Island as they welcome new residents to the development. Red Ribbon Launch

For Image Group, account manager Tom Bywater said:

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