Part of a recurring collaboration between Joseph and LOVE magazine, the Valentine’s Day-themed display was on show for the duration of the event at Joseph’s Westbourne Grove store. 

What did the job entail?

London-based wide-format display and signage printer Octink was set the task of getting a balance between colour impact and a translucent quality, for which it used 28 layers of printed vinyl. These were installed overnight while the store was shut. Octink managing director Mike Freely said: “We had to make intricate layers to create the effect that Joseph wanted. We have our own small craft team that installed it.” 

How was it produced?

The background for the display was slightly graduated blue printed onto Orajet 3161 DT clear gloss monomeric vinyl with removable solvent adhesive. The ‘LOVE’ lettering was printed onto Orajet 3162 gloss white monomeric vinyl with removable clear adhesive.
All were printed with an HP Scitex XP2750. “All of the finishing was done with an Esko Kongsberg cutting table. We used the same method for the Miley sections and the ‘MILEY’ text was decal cut black vinyl. The prints were tiled with 10mm bleed,” elaborated Freely.

What challenges were overcome?

The display had to be installed to a tight deadline and to a high quality as it was for one of Joseph’s most prestigious stores. Freely said: “The challenge was in delivering the desired effect, and on time. It had to literally happen overnight. The shop shut at 6.30pm one evening and it had to be done by 10am the following day when it reopened.”

What was the feedback?

Joseph head of visual Nathan Hicks said: “I feel that it fully achieved what we wanted. The display had translucent quality but still kept the balance of the colour, which you normally lose when you emphasise the translucency.”