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Imageco helps Dr. Martens take a sustainable step forward

Dr Marten shop front
Drytac SpotOn SynTac, printed on an HP Latex 800W printer, was used to produce exterior graphics for the front of the Dr. Martens store to cover up work during its refurbishment.
The front of the Dr. Martens store covered in printed graphics to cover up work during its refurbishment.

Leeds-based wide-format printing and signage specialist Imageco recently used Drytac SpotOn SynTac and ViziPrint Deco + to produce a range of striking POS and window graphics for world-famous footwear brand Dr. Martens at its new test and learn concept store on Carnaby Street in London. All of the graphics were printed using Imageco’s HP Latex 800W printer, with its eco-friendly water-based inks.

Imageco was introduced to Dr. Martens by Syn Retail, a local design agency and existing client of Imageco that works with a host of global brands across retail and activations. Syn Retail had been working with Dr. Martens for some time, so when the shoe brand was seeking to create a new test and learn store, Syn Retail recommended Imageco to produce the graphics.

Imageco, which holds the key ISO 14001 environmental standard, leapt at the chance to work with Dr. Martens on the sustainable brief. Armed with its deep knowledge of eco-friendly print solutions, Imageco identified two Drytac products as the best solutions for the project.

SpotOn SynTac, a PVC-free polypropylene wall graphic media, was used to produce exterior graphics for the front of the store to cover up work during its refurbishment. As SpotOn SynTac does not require any lamination and is easy to both apply and remove after use, it was ideal for the short-term graphics.

Imageco also selected ViziPrint Deco +, a high-quality clear window film, for the production of interior graphics for the store windows. ViziPrint Deco + delivered a high-quality print and allowed natural light to pass through into the store, while the product also met the strict sustainable criteria for the job.

On the usability of the Drytac solutions, Imageco Managing Director Nathan Swinson-Bullough says: “We have been working with Drytac products for some time now. Following the success of this project – and in particular the quality of the final prints and how easy we found the media to work with – this amount of use is about to be elevated,”

Imageco deployed its HP Latex 800W printer, supplied by Perfect Colours, to produce all the graphics for the project. This, Nathan said, allowed the company to deliver an even more sustainable service to Dr. Martens. Imageco was one of the first UK customers to install the HP Latex 800W printer, back in January 2021. The printer offers a suite of features including the whitest white ink that does not yellow over time, enabling print businesses to produce neater outlines and add more contrast.

The HP Latex 800W can print at speeds of up to 36 m2/hr (388 ft2/hr) and delivers vivid colours and finer image details. It also operates using water-based inks delivered in HP Eco Cartons, made from cardboard material, reducing the amount of plastic used by 80%.

“HP Latex inks are water-based, which means they met the job criteria really well. The fact that the ink is also vegan fitted in perfectly with Dr. Martens’ range of vegan boot products,” Nathan said.

“Add in that the inks also deliver the sharp quality needed for short run POS and internal graphics, and are GOLD GUARD certified and free of VOCs, they proved to be the perfect solution.

“Dr. Martens loved the work and were really appreciative of our efforts. The company is leading by example in how the future of more sustainable retail should look.”