Glowing and effective: illuminated advertising at Viscom Frankfurt 2014 – what exhibitors showcase, from 5-7 November 2014
Light creates ambiance and draws attention. Retailers like to use it to highlight products and put shoppers into the right frame of mind. Attention-grabbing light installations used in out-of-home advertising are impossible to miss. LED technology continues to rise to the top in all application areas. In early November, new application options and related technologies will be on display at viscom, the International Trade Fair for Visual Communication.
Illuminated promotional signs and letters, light box systems, illuminated banners, floodlights, illuminated advertising systems and LED display systems: viscom exhibitors will present the entire spectrum of illuminated advertising. Some 40 exhibitors will come armed with LED products. They include the likes of Chiplite-Majert, FARD Lighting, Malux, Menden Buchstaben and NP Lighting from Germany; Vivalyte from Belgium; Koledo and Sloan LED from the Netherlands; Tridonic from Austria; Anylux from South Korea; and GE Hungary from Hungary.
LEDs are getting slimmer, and LEDs are getting smarter. That’s how viscom exhibitor Vivalyte describes current market trends. The company offers a series of innovative LED lighting solutions designed for signage and visual communication both indoors and outdoors. LEDs used in illuminated advertising installations benefit from the technological progress LED technology has made in the lighting industry in general. The latest design, control and skill enhancements enable advertising technicians, large-format printers and advertisers to increase the effectiveness of their visual communication. Visual aspects convey the identity of a shop. With online shopping on the rise, physical retailers must offer visitors the best shopping experience whenever they are at the location. The slim LED solution offered by Vivalyte makes it easy for shop designers and architects to get their message across without having to worry about limitations in implementing their ideas. Because LEDs are getting smarter at the same time, maximum creativity doesn’t contradict simultaneous energy and cost savings resulting from advanced control and sensor technologies. The company points to a third trend: a focus on long-term cost calculations. More and more customers are taking into account total operating expenses rather than just one-time acquisition costs.
At viscom, Vivalyte will showcase its latest and slimmest LED applications, including direct‑illumination products such as VDL LED bars (VDL 2 W and VDL SSN superslim) and the entire line of VTM SlimLetter LED modules (0.24 W to 1.2 W). Thanks to their size and optical lenses, all of them feature excellent light distribution, even in restricted spaces. Vivalyte VTM6 and VTM2 provide advertising technicians with reliable LED modules at a competitive cost. In addition, Vivalyte will show edge-lit LED bars for double-sided light boxes. These LED bars distribute light evenly up to a 2.5 m or even more. The company will also bring light guide panels (LGP) to the trade fair. These enable illumination without “zebra effect” or dark zones, even on large-format plates (up to 2×6 m). Even a total depth of below 2 cm is possible.
According to GE Hungary, the hottest topics right now are energy savings and input material reductions. “Besides the energy savings on light advertisement, we see a clear trend in reducing material components in the signage programmes like LED modules and power supplies. By reducing the material maintaining the right light output, you reduce your installation/labour time, which is in line with LEED regulations for large organisations”, says Cees Steenkuyl, sales manager of GE LED Signage Lighting. At viscom, the company will showcase its entire range of lighting solutions for small and large areas, which includes GE Lighting’s Tetra product family. “We will show our upgraded Tetra range which currently covers >90% of in & outdoor signage solutions. This is important for sign companies who are looking for a reliable one-stop shopping supplier who keeps investing in new product developments and is seen as an innovative company in the lighting industry”, says Cees Steenkuyl. Tetra products include illuminated letters, light boxes, façade lighting solutions and dimmable power supply solutions. Also among the products they’ll show at viscom will be retrofit LEDs, which make possible the simple replacement of incandescent, energy-saving or halogen bulbs with LED bulbs.
The Dutch company Koledo specialises in illuminated signage. “At viscom, we’ll show our entire range of LED products made in-house, which we developed particularly for the signage industry. Our focus this year will be on LED products suitable for lighted sign boxes”, says Hilco Schigt, Koledo’s EMEA channel manager. On display at the trade fair will be the LPM404 and LPM406 modules for outdoor poster boxes, the LPM404i and LPM406i modules for indoor poster boxes and LPM402S string modules. “What’s more, our stand will feature an illuminated wall with a total size of 8×4 metres and an array of smaller displays, all of which offer our visitors a chance to experience our products”, adds Schigt. Additional Koledo signage industry products on display will include LED strings, LED tubes and LED strips.
About Viscom Frankfurt 2014
From classic advertising technology to digital printing through to digital advertising and POS media – with its six theme worlds, viscom presents the innovations in visual communication. In addition to the inspiring synergies created by the six themes – large format printing – signmaking – object design – covering the “Technologies and Materials” segment and – digital signage – POS display – POS packaging – covering the “Applications and Marketing” segment, the event is clearly structured and thus leaves plenty of room for the development of each sector’s identity. A key factor for the success of viscom exhibitors and visitors alike, the event blends a classic trade fair with application-focussed special shows, European-level awards and an extensive supporting programme. This diversity is reflected in the trade fair’s visitor target groups, as well: viscom is aimed at brand manufacturers and distributors, manufacturing and retail marketing decision-makers, object designers, advertising technicians, equipment and materials buyers, craftsmen, agencies, and creative talent. Alternating locations between Frankfurt and Düsseldorf, viscom 2014 will take place from Wednesday, 5 November, to Friday, 7 November. Some 350 exhibitors and 13,000 trade visitors are expected to attend.
Viscom Frankfurt 2014