The brief
The ELLE Weekender brings fashion, beauty and lifestyle brands together at Westfield London for a packed weekend of shopping and events. The look had to carry the ELLE style through the whole space, and the graphics had to:
- Turn a busy shopping centre floor into a striking, on brand event space
- Stay safe and grippy underfoot, with heavy footfall all weekend long
- Dress the brand stalls and photo booths to match
- Go in fast, out of hours, without disrupting trade
A runway underfoot
The floor was the star of the show. Bold monochrome stripes, sweeping pink curves and elegant ELLE script guided shoppers from the entrance arch right through to the beauty bar, tying the whole event together.
Every panel was printed on our Liyu 3.2m onto anti slip floor vinyl made for heavy footfall. The extra wide panels meant fewer joins, so the stripes run clean and continuous across the space.
Lined up by hand, overnight
Our own install team laid the floor out of hours, lining up every stripe and curve by hand across the atrium so it was flawless before the doors opened. It looked as fresh on Sunday evening as it did on Friday morning.
Stalls and photo booths
To complete the look we printed vinyl graphics for a number of the brand stalls and the photo booths, matched to the floor so the whole event felt like one seamless ELLE world, and every selfie came out on brand.
The result
A bold, safe and durable event space that stopped shoppers in their tracks, stood up to a full weekend of footfall and showed exactly why big brands trust us with their busiest spaces.