See-through graphics technology has become a creative and beneficial product


We hear how innovation is transforming the technology behind see-through graphics into a creative and beneficial product


Words by Jo Bentley

A key issue for architects, interior and retail designers and those working in the wider creative field, is how can they keep abreast of changes in technology and media, which could offer new ways of approaching design challenges. Many rely on suppliers, consultants and others to keep them informed of new technologies that can be used in resolving design issues or adding to the built or retail environment. But often those sources may not be up to date and this can impact on the range of possibilities considered.

Where would an interior designer or architect seek the latest expertise on how to reduce solar glare, or find a solution to privacy screening for meeting rooms while still allowing vision out of the room? Or find out how an entire glass-fronted building can be turned into a giant billboard or become a ‘silver screen’ for digital projection while still allowing windows to be seen out of? Continuing innovation can transform a previously known technology into a product that offers entirely different ways of addressing common problems. One solution is see-through graphics, which are well-known to most designers and are most commonly seen on bus wraps or on buildings where images can be carried across windows without restricting the view out. But they can offer so much more.

Increasingly see-through graphic technology is being used to address a wide range of issues that crop up at the planning stage of building or design projects, or become apparent later.

Stratford Station, the main entry point for the London Olympics, was wrapped for Lloyds TSB. Photo: VGL ReadingStratford Station, the main entry point for the London Olympics, was wrapped for Lloyds TSB. Photo: VGL Reading

When the Smithsonian museum needed to replace the glass on windows in a room where valuable, light-sensitive documents are on display, a simple solution was found. Using specially designed Contra Vision laminated glass, a design feature was created that also cut down on solar glare and was appropriate for the frontage of this historic building.

If privacy screening is required, without restricting views out of a room, see-through graphics in the form of applied perforated window film, with or without a graphic image, can be planned in or added later. In airports, an advertisement across a large area of glass can mask a security viewing area. The technology is increasingly used in public transport hubs.

A huge image of actress Kate Hudson was wrapped on to a lift at Bloomingdales in the USAA huge image of actress Kate Hudson was wrapped on to a lift at Bloomingdales in the USA

During the London Olympics, Lloyds TSB wanted to ‘wrap’ Stratford Station, the main point of entry for visitors, but faced the issue of how to brand a building while allowing light in during daytime and ensuring visibility of their promotional message at night. See-through graphics offered a solution by using Contra Vision Performance BACKLITE perforated window film, designed to ensure 24-hour visibility.

Exhibiting at the Retail Design Expo this March was a first for Contra Vision. More than half of visitors to the stand were new to see-through graphics, and the majority of visitors were surprised at the range of applications they can offer. Interesting feedback came from the ‘millennial generation’ for which see-through graphics is much more limited, perhaps because of the preponderance of digital media.

End-user clients were keen to understand more about product capabilities and have the option of consultancy for advice on the optimum product choice; one group of designers studying visual merchandising thought the product was ‘unbelievable’.

The Retail Design Expo delivered a mix of potential clients from brand owners, such as premiership football teams, luxury goods, property, education and entertainment. Their experience was that they would like to know more on new innovations and applications with a view to including them at the planning process. Our know-how is available to ensure optimal product specification and visual impact.

To protect light-sensitive documents inside the Smithsonian, Washington DC, specially designed laminate glass was created that was also appropriate to the frontage of the buildingTo protect light-sensitive documents inside the Smithsonian, Washington DC, specially designed laminate glass was created that was also appropriate to the frontage of the building

Agencies also provided insights into how see-through graphics are specified. The allocation of spend and the specification of products is done at the planning stage. Digital is key, but see-through can deliver high-tech options that can play with lighting conditions, turn any large area of glass into a giant billboard and add value to the built environment. Recent examples of this include the many building wraps at Salford Media City, used to promote TV shows such as The Voice, or the wrapping of an elevator in Bloomingdales in the USA with striking images of actress Kate Hudson promoting a retail clothing brand.

On balance, the role of companies including Contra Vision is central in managing client expectations and ensuring that a brief is fulfilled. Designers are constantly investing in understanding new technologies to deliver the best possible result to their clients.

We are more than willing to share our knowledge in working with the most challenging of projects; for example, wrapping part of the capsules of the Coca-Cola London Eye, managing both planning rules and the requirements of various sponsors during the recent Rugby World Cup, or part wrapping The Sage, Gateshead to create a ‘silver screen’ for digital projection, while ensuring the building could still be used as offices with working windows.

We hope to inspire clients and designers to think of see-through graphics as a route to new creative possibilities. For a product which was first brought to market more than 30 years ago, new opportunities and interpretations are still being found; something we can all benefit from.








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