Embrace Building Wraps has installed a giant printed CGI tromp l’oeil scaffold wrap that replicates the original facade of Admiralty Arch in London as the building is transformed into a Waldorf Astoria hotel.
Embrace has worked with the developer Ruben Brothers and the main contractor Knight Build on the wrap, which has been installed on offset frames to the main access scaffold and which cloaks the elevation facing Buckingham Palace in a 2,945m2 one to one CGI image of the building.
The digitally printed wrap, which covers an area of approximately 155m wide and 19m high, is made up of five separate offset frames and five printed wraps to accommodate the concave arch. The section on the loading gantry above the three arches is set forward 2.5m from the main wrap and this structure has been clad in plywood and dressed in printed graphics using a mix of a spirit flex frame at the top and two thirds down the columns. The lower parts are wrapped in hard-wearing printed ACP panels. To enhance the visual impact, the visible scaffold set back and faces Trafalgar Square on the upper roof line has been clad in a printed fire rated scaffold sheeting in a blue-sky design.
Greg Forster, MD at Embrace Building Wraps, said: “This project was a huge challenge for us, but we love challenges, and we always find a way to deliver an outstanding visual outcome. The size of the project, the shape of the building, the quality of the artwork and the installation were all very demanding, but we are very proud of the result. We have created a realistic and seamless CGI image of the building that blends in with the surroundings and respects the heritage of the site. We have a lot of experience in working with hotels and delivering high-quality building wraps that enhance their brand and reputation. We have delivered projects for Nobu Portland Square, The Beaumont, The Dorchester, The Peninsular London, The Ritz and now Waldorf Astoria London Admiralty Arch. We are delighted to be part of this prestigious project and to contribute to the transformation of this landmark building.”
The artwork was created by Embrace Building Wraps’ Creative Team, which used historical online references and selected the most suitable images of the building. The team then applied various effects and techniques to create a realistic and consistent image that considers the natural and ambient lighting, the time of year and day, the weather conditions and the shadow fall out.
The wrap will be on the scaffold for approximately 18 months, until the completion of the renovation works.