AFI Branding avoids price war by bringing cityscape to bra department

The fully illuminated, wall-long feature was installed in a lingerie store at Westfield Southland in late 2012, said AFI marketing manager Liane Watson.

"We created something that provided sensitive interior light without taking away from the soft, cosy hues," she told ProPrint.

"The brief included the need to recess it into the wall so that the timber shutters could sit flush over the top of the illuminated print, further giving the impression that it was indeed a window with an outlook giving a view of the Melbourne CBD."

[Related: AFI acquires SLS Group]

Watson said the job was done on behalf of Active Display Group, using 30-staff AFI's patented aluminium framing system, ReFrame.

AFI also created six giant Christmas baubles for the foyer of the Crown Metropol in late 2012, said Watson.

The firm printed fabric to stretch over the top of timber frames and then decorated them to make them look like the sort of baubles that would hang from a Christmas tree.

"AFI is passionate about using fabric and hardware in ways that aren't generally considered," she told ProPrint.

"Anyone can print something that's flat and goes on to a wall or goes into a frame or stands up by itself.

"Using fabric in more organic ways is the future of where we're headed. Businesses that can do that will help to keep in front of the old price war."

[Related: More news about signage]

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