Working alongside international artist, Emily Campbell of Blue Butterfly Flooring and specialist print suppliers to the events industry, Hollywood Monster, Soyang Europe’s Sign and Digital stand showcased the power of printed flooring as it continues to promote the use of innovative print materials.


“We wanted to demonstrate something unique, creative and powerful on the stand this year,” says Kerrie-Anne Moore, Sales and Marketing manager at Soyang Europe. “We’ve talked a lot about the creative opportunities that innovative printable flooring materials provide through our blog series over the last twelve months and working with Blue Butterfly Flooring on a stand design was a special experience.”


Campbell has been creating stunningly beautiful, bespoke vinyl flooring for over 20 years. Her unusual and individual designs, promoted under the name of Blue Butterfly Flooring, make use of images taken from above, emulating the sensation of standing in the actual landscape. Through the use of photography, she creates a world that contains both reality and the imaginary. It's through this ‘experiential décor’ that one really gets the sense of standing in an actual landscape.


“Being part of the Sign and Digital exhibition and working with Soyang Europe and Hollywood Monster has been a great experience,” explained Emily Campbell during a live TV interview with Jo Pickford on the Soyand Europe stand at the show. “The flooring design was aimed at drawing people onto the stand and making them want to explore the image further. We used Soyang’s Print Floor material because of its cushioned feel, which is ideal for people on their feet all day.”


The project was printed and installed by industry specialists, Hollywood Monster, who produced the print on an EFI Vutek HS125, as managing director Simon McKenzie explains: “The HS125 utilises the latest UV printing technology that allows us to print flexible and rigid substrates up to 38mm thick, in 8 colours plus the option of white inks. Print Floor from Soyang Europe has been designed especially for UV printing, and the print quality looks amazing and very impactful.”


“Here at Hollywood Monster we’re specialists in supplying the event industry with creative display solutions. We use Print Floor for temporary staging for events and exhibitions as the material is very durable and ideal for heavy footfall,” continues McKenzie. “It was an exciting project to be involved in and we were able to project manage the whole process and see things through from Emily’s original design, to print and installation at the show.”