FLEXcon's FLEXmark^® floor art™ 6605/6600 Receives AIMCAL Award for Technical Excellence

FLEXmark^® floor art™, a two-part system of printable vinyl paired with a white double-faced polyester laminate for graphic floor advertising from FLEXcon Co. Inc., has received an award for technical excellence in the Material Category from AIMCAL, the Association of Industrial Metallizers, Coaters and Laminators.

AIMCAL’s annual competition recognizes significant new technologies that have had an impact on the converting industry or the consuming market. FLEXmark^® floor art™ 6605/6600, which was named a Product of the Year at the 2009 SGIA Expo last October, was entered into the AIMCAL competition under the material and coated, laminated or metalized product categories.

FLEXmark floor art transforms floors into an alternative advertising medium and brand-building tool that is designed to create a memorable shopping experience for consumers. Additionally, FLEXmark^® floor art™ can increase sales lift. In fact, outdoor clothier Carhartt saw a 30 percent increase in sales, while The Scotts Miracle-Gro Co. saw a 29 percent hike in sale after it deploying vibrant images printed on FLEXmark^® floor art™.

AIMCAL judges were impressed with the structure of the FLEXmark^® floor art™ and recognized its brand-building and sales-generating potential. “Anything that boosts sales 30 percent is profound,” noted one judge. “It changes the way people behave.”

This FLEXmark^® floor art™ System consists of:

• FLEXmark^® floor art™ 6605 – 2.8-mil high-gloss clear vinyl protected with a removable, 5.0-mil clear polyester pre-mask. The vinyl is subsurface, reverse-printed on the adhesive side via a wide range of ink systems including UV and solvent screen and UV inkjet. The pre-mask also protects the film from dirt and abrasion during installation. In addition it provides the structure with rigidity for installation purposes.
• FLEXmark^® floor art™ 6600 is a 1.0-mil double-faced white polyester with a permanent/ removable adhesive system. The permanent adhesive is on the clear polyester release liner side to provide a smooth wet out of adhesive against the printed graphics. The removable adhesive is on the layflat paper release liner side and is applied to the floor surface. The printed FLEXmark® floor art™ 6605 is laminated to the permanent adhesive side of the double-faced white polyester. At the heart of the innovation is the use of a double-faced adhesive as an underlaminate, rather than a top overlaminate used in traditional floor advertising.

For shoppers, the FLEXmark^® floor art™ system enables them to immerse themselves in the brand; make a visual connection with a brand and the product on the shelf; easily find their favorite brand; and enjoy a shopping experience brought to them by the brand and the retailer.

For brand owners and retailers, FLEXmark^® floor art™ allows them to invoke an experience for the shopper with photographic quality, 3-dimensional durable graphics. They can create a branded zone that blocks other brands as well as themed campaigns that offer lifestyle solutions addressing the unique needs of the retailer’s customer. For more information on FLEXmark^® floor art™ and other alternative advertising solutions from FLEXcon, contact the Product Branding Business Team at (508) 885-8370.