Embrace Building Wraps commence install at Selfridges in Birmingham
This week sees the start of a colossal project to wrap the access scaffolding that is being erected around the iconic Selfridges store in Birmingham. Industry leaders Embrace Building Wraps have begun installation of the record-breaking 10,400m2 digitally-printed scaffold banner.
During renovations to the property scaffold measuring approximately 42m high and 260m long will follow the contours of the building along Moor Street, Park Street and into Spiceal Street at the Bullring. This will enable the replacement of the façade for improved energy efficiency and the removal and reattachment of the signature 15,000 silver discs.
The printed scaffold wrap design entitled ‘The Dogtooth Flower’ has been created by Birmingham-born Osman Yousefzada and is the designer’s first piece of public art. Each of the dogtooth flowers measures 6.7m high and 7m wide.
Embrace are delivering the largest digitally-printed scaffold banner in the UK working closely with BAM Construction and Midland Scaffold Services. A network of 28 separate offset frames is being installed to form the structure in phases over the next six months. Site hoarding graphics will also be installed to complete the high impact design.
Managing Director at Embrace Building Wraps Greg Forster comments:
We are delighted to be working on such a high-profile project at this landmark location. What we have here is an über-large puzzle made up of 28 different shaped pieces. On average each piece measures 371m2 – about the same size as seven double decker buses.
To fully appreciate the scale of the project the entire banner installation is about half the height of Big Ben and as long as 3.5 Boeing 747 jumbo jets!
When the works are complete and the enormous wrap ultimately comes down it will be repurposed as agricultural waterproof covers through the National Farmers Union as an alternative to tarpaulins.