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ELEVATOR ART HITS NEW HEIGHTS WITH AUTOTYPE'S SIGMAGRAF FILM
'Your mind', Max Malandrino explains, 'is overtaken by the whole environment'. The Brighton-based photographic artist is describing his ingenious use of mirrors and bold imagery in a lift setting to create an all-encompassing oriental food experience. The 'sushi environment' is an example of how Max uses his considerable talents to create billboard-type imagery for use in both residential and commercial settings. The lift work was commissioned by Moshi Moshi - a Japanese restaurant chain - to advertise its most recent eatery in Brighton’s Bartholomew Square. The artwork decorates a lift, which can be found in the Hotel Pelirocco, a hostelry described by the Evening Standard as 'England's most rock 'n' roll new hangout'. The idea, Max explains, was to give passengers the illusion of actually being inside the sushi. To achieve this, Max manipulated existing Moshi Moshi artwork and assigned Creative Imaging Services - a Bedford based creative imaging bureaux - to print 3ft x 7ft panels on SIGMAGraF reverse printable film supplied by Autotype International Ltd. 'Moshi Moshi wanted to play with the idea of sushi, and being squashed into a close environment, so I came up with the concept of the lift’s left-hand wall being completely mirrored and the two remaining walls being covered in sushi. The effect is that when the door closes, you’re surrounded by the food - it’s about creating a total environment'. Of course, since the lift is the primary method by which guests move about the hotel, its decor is subjected to plenty of wear and tear, a factor that Max carefully considered before choosing the medium on which to present his total sushi environment. 'Autotype’s SIGMAGraF film has a proven track record in a number of applications ranging from floor graphics to pop-up graphic displays', Max explains. 'The material seems to be ideal and that’s one of my points when I sell my artwork to my clients - it’s scratch, water and scuff resistant'. Since lift advertising feeds on the undivided attention of the momentarily-captured audience, it was an ideal setting in which to promote Moshi Moshi’s new restaurant. However, the overall feel of the lift, Max explains, had to reflect the service that was being promoted and this was dependent on the quality of the film. 'We needed a product that was clean, well-finished and tough', Max says. Since Autotype’s SIGMAGraF film has a hard-coated polyester surface which is resistant to cleaning fluids, contaminants and abrasions, Max can be assured that the lift’s graphics will retain their original impact. What’s more, since the film requires no intermediate adhesive which could compromise the clarity of the graphic, Max’s images will remain clear and sharp. Max says he is extremely pleased with the finished piece. 'It was important to combine the imagery with the Moshi Moshi restaurant flooring and the correct lighting - a light box containing rice spread over illuminated perspex. The combination of flooring, lighting, images and film creates a completely unique lift experience.'
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