Dual accolades for innovative, sustainable building wraps
Embrace Building Wraps celebrated a significant achievement at the inaugural Kavalan Green Leader Awards, securing both the Powerhouse Award and the Wrap Star Award.
These accolades recognize Embrace’s commitment to environmentally conscious, high-impact building wraps, emphasizing sustainability, creativity, and technical excellence using eco-friendly, PVC-free materials from Kavalan. This dual recognition underscores Embrace’s leadership in the market, where environmental responsibility is increasingly crucial alongside aesthetics. They are at the forefront of sustainable innovation, setting new standards with their PVC-free solutions. These awards signify not just past successes but a future where design excellence and environmental responsibility are intertwined. Embrace encourages industry partners to join this “green revolution” for sustainable urban transformations.
Embrace’s commitment to eco-innovation began in November 2020 with the launch of their PVC-free printed building wraps, a result of years of R&D following their 2017 Banner Karma initiative. Recognizing the environmental issues with conventional PVC, Embrace developed a durable, visually appealing, and safe PVC-free alternative that can be repurposed or used for energy-from-waste disposal. This commitment has positioned Embrace as an industry leader and facilitated high-profile projects using eco-friendly materials without sacrificing design or performance.
IKEA FRAKTA Bag Wrap, Oxford Circus
Two award-winning projects highlight Embrace’s capabilities. The IKEA FRAKTA Bag Wrap at Oxford Circus transformed the scaffolding of a Grade II listed building into a powerful visual statement featuring the iconic IKEA FRAKTA bag. This project involved constructing six offset frames and deploying nearly 2,400 square meters of printed, PVC-free scaffold wrap. The FRAKTA bag section alone measured 662 square meters, with handles stretching to 32 meters, creating a bold statement in central London. Judges praised its impact:
Undoubtedly one of the best creative ways to showcase a client’s iconic brand, hugely impactful and a standout winner. This entry was clever, impactful, and so on-brand that it stood out as the clear winner for me. Bringing the iconic IKEA bag to life at an enormous scale, right in the heart of busy London, said everything—without a single word. The design was not only challenging to execute but also delivered a message that resonated perfectly with IKEA’s strong commitment to sustainability, all without having to spell it out. It was a bold, brilliant statement that captured attention and hearts alike.
Bringing engaging visuals to the new IKEA on Oxford Street is a fantastic way to build excitement and connect with the area’s iconic shopping culture. It’s a smart move that not only celebrates the brand’s arrival but also adds fresh energy to one of London’s most historic retail destinations.
Secret Garden Wrap, The Sandhurst Block
The second award-winning project, the “Secret Garden Wrap” at The Sandhurst Block, is part of a four-year urban regeneration initiative. In collaboration with the Whitehill & Bordon Regeneration Company and architect Shiraaz Ali, Embrace integrated nature with modern design. The installation included two large digitally printed PVC-free wraps (around 400 square meters each) and a central vertical garden. Additionally, 54 unique panels on the window bays were created with community collaboration. High-quality wire frames and Keder rail systems ensured technical demands were met. Judges were impressed:
Love the idea of using creative visuals at Sandhurst during renovation works—it’s a great way to maintain a sense of identity and pride while the site transforms, celebrating community, nature, and innovation. A thoughtful approach like this keeps the space feeling alive and connected to its heritage, even mid-renovation.
This entry truly has the wow factor. Designed to last three years, it presented a significant design and technical challenge, requiring the confidence that it would look just as stunning in the future as it does today. It perfectly showcases what happens when creative vision meets technical excellence. The installation transformed a building that otherwise held little visual or practical appeal, breathing new life into it through a brilliant, multi-faceted design. This project stands as a shining example of both sustainability and the vibrant possibilities of wide-format creativity.
These creative visuals bring the space to life and keep it connected to the rich heritage during this key renovation.
This installation demonstrated how environmental innovation can celebrate local heritage and foster community pride.
Industry impact and future prospects
The Kavalan Green Leader Awards highlight a broader industry shift towards sustainable practices. Embrace is set to expand its sustainable project portfolio, with its PVC-free technology setting a benchmark for environmental responsibility. Greg Forster, MD at Embrace, reflected:
Our achievement in winning these awards reaffirms our belief that sustainability and cutting-edge design can transform urban environments. Since our pioneering PVC free wrap launch in 2020, we’ve continuously pushed the boundaries to deliver installations that are as robust as they are visually stunning. Every project is a testament to our dedication to eco-innovation, and we remain committed to driving forward sustainable change in the industry.
Greg’s statement reflects Embrace’s mission to exceed environmental expectations while delivering inspiring design.
Looking ahead, Embrace is excited about the potential of merging advanced materials with bold creative vision. Sustainable building wraps have a significant role in architectural transformation and community regeneration, serving as a blueprint for a future where aesthetic excellence and environmental stewardship coexist.
