The South London-based print business printed more than 180sqm of floor graphic vinyl on its Océ Arizona XT flatbed printer from Canon, which was used to wrap the walls and floor of a 20m-long catwalk in a central London multi-storey car park.

A giant mirror was then angled at 45 degrees overhead to reflect the printed cloud design as well as the models as they emerged from the wings, giving the illusion they were walking through clouds.

Displayways managing director Rob Kelly said: "The difficulty with something like this was making sure that the pattern repeated perfectly and was aligned across a very large scale. It needed really accurate art working in our studio and we achieved exactly that."

Holland said: "This project has really opened my eyes to the capabilities of wide-format printing. This is the first time I have worked with a printed catwalk, but it definitely won’t be the last.

"The quality of the print was exactly as promised - outstanding. The colours came out brilliantly, and the graphics produced on the Arizona were an essential element in achieving the overall impact we had envisaged for the show."

Kelly, who acquired Displayways last year with partner Peter Sheldrick, said at just one week, turnaround time for the "top-secret" job had been tight.

Since taking over the company last year Kelly said the business had invested around £270,000 in steady growth, including the appointment of three new employees, upgraded IT systems and a new Zünd G3 cutting and routing machine to complement its existing Zünd cutter.

The company, which specialises in high-end retail and exhibition graphics, is targeting sales of just over £2m this year (2012: £1.8m).