"This is the iPad of display systems, it is whatever you want it to be," said BAF Graphics business development director Antony Baglioni. "It is a premium multi-function display system that offers a versatile alternative to pop-ups and pull-ups without the expense of a bespoke system."

It is produced by eponymous Polish firm Clever Frame. Applications include exhibition stands, sponsor walls, shop-in-shop retail spaces, reception areas and room dividers.

"They call it the Meccano or Swiss Army Knife of marketing," added Baglioni. "It creates opportunities for print that goes beyond just sticking it to walls, which opens up new markets for us."

The system can be self-assembled without any special tools, reducing costs by removing the need for a contractor to erect the system.

"If it is used more than two or three times a year the system will more than pay for itself, especially if the customer previously used a bespoke system," said Baglioni.

The frames take rigid graphic panels, such as foam board, enabling a different graphic to be displayed on each side. It can also take clear panels and Clever Frame is working on a lightbox for backlit panels. Additional features include monitor brackets for digital displays and shelving for products and marketing literature.

Clever Frame customers in Europe include Citroen, Mercedes, Moet et Chandon and Tag Heuer.