Light Air images used on the slopes
French large-format print specialist Light Air has just finalised a massive print job on behalf of mountain-sports equipment manufacturer Rossignol. The Lyon-based company has produced a series of wide-format graphics for the high-focus Rossignol Demo Tour, a multi-country, multi-resort alpine roadshow comprising events that allow skiers and snowboarders to test the company’s latest equipment ranges.
“We needed to produce intense, jaw-dropping printed graphics which would uphold a brand image that embodies superior quality, attractive design and high-reliability,” said Light Air’s commercial director, Jean-Baptiste Aguettant. A trio of HP large-format printers, including a HP Scitex LX600 running latex inks, were used to fulfill the order.
The focal point of Rossignol’s Demo Tour centres on a purpose-built ‘demo village’ comprising a series of massive inflatables, including two 36m2 and 20m2 tents, 3m-high totems and several huge arches marking the foot of ski runs - all adorned with event logos featuring in-built durability to withstand the outdoor use and inevitable adverse weather conditions demanded of the six-month ski season. Additional promotional branding will be provided by a series of 6m-tall vertical flags, as well as a fleet of more than 30 support vehicles covered with self-adhesive vinyl graphics that also sport the Tour’s official livery.
“In total, we will probably have printed around 265m2 of banner material and used about 20m2 of adhesive,” continued Aguettant. “However, as with most of the projects that come through our door, despite knowing that this one was due, we only ended up having a week in which to complete the job.”
Working to such an extremely tight turnaround from receipt of artwork to delivery of printed materials to Rossignol was, Aguettant acknowledged, no mean feat. Indeed, he is quick to highlight the massive contribution played by the HP LX600 printer, whose latex inks, he said, achieve a performance comparable to low- or eco-solvent inks.
“The beauty of the LX600 is that, not only can it help lower the impact of printing on the environment – thereby fulfilling an increasing customer stipulation to use greener production methods – but in doing so, it doesn’t compromise one iota on speed or quality,” he explained.