Van Straaten and Cees Smit Worldwide join forcesOrganic fabric constructionsProfessional custom-made displays

IMPRESSIONSBusiness Magazine in Innovative Print Media edition 03•2013

Content

Segmentation

The introduction of three new segments has enabled Van Straaten to make a compre-hensive analysis of the market. Van Straaten provides the best possible brand perception in these three main groups.

08ExpoShow 2013

Van Straaten’s booth at last year’s Expo-Show earned us a nomination for the presti-gious “Gouden Giraffe” Live Communications Award. Van Straaten will be among those present at this year’s ExpoShow as well. We cordially invite you to visit our new booth, which will be even more spectacular this year!

You can visit us at stand no. 202.

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Van Straaten in the news

DutchCowboys, the most popular weblog in the Netherlands for Web 2.0, social me-dia and interactive marketing, was talking about printing electronics last month. And of course, they spoke to Nico van Straaten, who is a pioneer in this particular field.

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Van Straaten and Cees Smit Worldwide join forces

Van Straaten has now taken over Cees Smit Worldwide’s activities. This company is an expert in organic fabric constructions and creative textile solutions. The combination resulting from the takeover offers our joint customers almost unlimited possibilities for spectacular decorations of trade fairs, stands, shops and events.

04

Van Straaten expands its sign and display division

The team at the former Fair-Play company, an expert in the production of custom-made presentation systems and displays, has now joined us at Van Straaten. And we’ve made considerable additions to the machinery at our flatbed division as well.

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IMPRESSIONS

Business Magazine in Innovative Print Media is published four times a year, excluding “specials”.

Editor:Van StraatenPO Box 271170 AA BadhoevedorpThe Netherlands

Phone +31 (0)23 - 555 18 61Fax +31 (0)23 - 555 19 21info@vanstraaten.comwww.vanstraaten.com

Interview with our enthusiastic receptionist Sonja

Things can really get hectic at Van Straaten’s office, and our receptionist Sonja is a tower of strength as she’s always enthusiastic and good-humoured. Find out more about the person with the warm friendly voice who answers the phone at Van Straaten.

10

Cases

Gigantic eye-catchers in Hoofddorp shopping centre

Branding for Under Armour at the Olympic Stadium offices

Visuals for exhibition in ‘De Nieuwe Kerk’ in Amsterdam

09

02

The visual communications market is con-tinually on the move. New trends, tech-niques and materials are appearing in quick succession.

Van Straaten has a long-established tradi-tion in the field of innovation. We’re always at the forefront of the very latest develop-ments and we always have the newest products in our portfolio. And Van Straaten has gone one step further during the past weeks in order to remain in the lead.

Cees Smit Worldwide

Joining forces with Cees Smit Worldwide means we’ve now got the know-how and technology to create organic designs. This edition of Impressions tells you all about the creative objects and organic fabric constructions now exclusively available at Van Straaten.

Van Straaten expands its sign and display division

We’ve recently made considerable additions to our machinery and work-force at Van Straaten. The team at the former Fair-Play company, which specialised in custom-made presentation systems and displays, has now joined us at Van Straaten. In this edition of Impressions, you can read how this benefits us.

We’ll also be bringing you up to date on the three new segments Van Straaten is focusing on: Visual Branding, Stand Building & Interior and Events.

And of course we’ll be giving you some practical examples as well. In short: this edition is packed with exciting developments and news about Van Straaten. Let’s impress!

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IntroNew trends, techniques and materials appearing in quick succession

One of our creative designs using organic fabric constructions

04

Van Straaten has now taken over Cees Smit Worldwide’s activities. This company is an expert in organic fabric constructions and creative textile solutions. The combination resulting from the takeover offers our joint customers almost unlimited possibilities for spectacular decorations of trade fairs, booths, shops and events.

United we stand

CEOs Nico van Straaten and Boi Smit are absolutely delighted with the fact that the two companies are now working together. “Van Straaten and Cees Smit Worldwide are a perfect match,” says Nico. “Van Straaten sets trends by combining outsized prints with curved aluminium profiles. We’ve been making exceptionally creative designs for events, trade fairs, shops and interiors for some time. But our takeover of Cees Smit World-wide has given us the know-how and technology to do so much more with creative shapes.

And it’s given our customers a lot more options for being amazingly dif-ferent with products that can’t be found anywhere else.

Thanks to stretch materials, state-of-the-art production methods and Cees Smit Worldwide’s know-how, we’ll now be able to create all kinds of spectacular organic fabric constructions. Working together will generate technical and creative synergy, and our customers will benefit from this too.”

And there’s a strategic aspect to the takeover as well. “There’s an in-creasing demand in the live communications and in-store sectors for innovative products that create a sense of perception,” says Nico. “This takeover means we can add a whole new range of technical options to our portfolio. Cees Smit Worldwide’s speciality will enable us to respond even better to the growing demand for full-service creativity.”

Stretch your limits

The new material is tension fabric. This is a patented material and Cees Smit Worldwide has gained a great deal of experience in working with it. “We specialise in the creation of innovative objects, elastic wraps and eye-catching wall coverings,” says Boi.

“We make objects for trade fairs, and we also decorate venues for big dance events. Our merger with Van Straaten means that the possibilities for our customers are infinite. We can supply absolutely anything they need in the field of visual communications.”

Unique creations

Besides a wider range of shapes and materials, the merger has resulted in unique creations for customers such as organic objects illuminated from inside using the latest LED technology. “We‘ve made constructions that look like they’ve just walked out of a science fiction film,” says Boi. “Although some of these objects are purely decorative, they can be very practical as well. We can make undulating counters or spiral stands, no problem. Our merger with Van Straaten means that our creative and technical options are practically unlimited from now on.”

Van Straaten and Cees Smit Worldwide join forces

Boi Smit (l) and Nico van Straaten (r)

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Tension fabric

Cees Smit Worldwide has grown into an expert in organic fabric con-structions and creative textile solutions. “One of the materials we use is tension fabric,” says Boi Smit. “This is patented stretch fabric which can be fitted into an aluminium or rubber frame, and you can use it to make the most incredible shapes. It’s lightweight, fire-resistant and available in all the Pantone colours. The fabric is also available in various degrees of transparency, and of course it can be printed. The result is truly amazing: it’s modern and streamlined, but it still looks natural due to the curved shapes.”

The type of fabric used depends on a number of factors. “We always look for a solution that fits in with our customers’ wishes, their budget, and what the fabric’s going to be used for,” says Boi.

“Stretch materials are mainly used for organic shapes, but we can also make curved shapes using other types of material. And it doesn’t always have to be organic, curved and rounded. We can make a stand look aus-tere and angular with a grid made of fabric and aluminium or wood. We can also combine existing constructions, like adding an aluminium profile with a wrap to an existing stand. There’s no such word as “impossible”. It’s all custom-made and we always try and find the best solution for our customers.”

Standard Shapes

Besides custom-made textile solutions, Cees Smit Worldwide supplies all kinds of decorative objects. “We offer a tremendous variety of Standard Shapes ranging from table covers to hanging elements and creative ob-jects,” says Boi.

“People can use our Standard Shapes to get the most fantastic indoor and outdoor effects. Although they’re standard products, they’re availa-ble in all types and sizes, and they’re quick and simple to assemble. And they’re lightweight and easy to transport too, because they’re made from materials like fibreglass.”

Many of the Standard Shapes can be illuminated from inside. “Some ob-jects can be affixed to a base plate with a fan and a light source. If a number of objects have been erected, they can be connected up to a controller which can synchronise changes in colour or light intensity. If there’s no on-site mains supply, we can use batteries which will last the whole day.”

Light and fabric

Stretch fabric and Standard Shapes team up perfectly with light. “We can use limited resources to create an absolutely brilliant effect,” says Boi. “Lighting effects can really make fabric and wraps come to life. A double layer of transparent fabric with lighting in between gives an amazing sense of depth.”

The Sensation dance event is a good example of the power generated by combining light and fabric. “Sensation is the world’s biggest dance event. We’ve supplied the fabric for the decor for quite a few editions. Because Sensation is held in various cities around the world, we made flexible tex-tile elements that could be used in all the stadiums and halls. The big pro-jection screens measuring 6 by 15 metres were made of seamless stretch fabric. This fabric really works beautifully with projection because it’s got a bit of a sheen, which makes the whole thing look totally incredible.”

Cees Smit Worldwide

The power of light and fabrics during the dance event Sensation

06Van Straaten branches out

Van Straaten expands its sign and display division

The team at the former Fair-Play company, an expert in the production of custom-made presentation systems and displays, has now joined us at Van Straaten. And we’ve made considerable additions to the machinery at our flatbed division as well.

Fair-Play displays and visuals for Opel

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Top-quality signs and displays

“The expertise and equipment we’ve now acquired means we can make really top-quality signs and displays,” says Nico van Straaten. “Like dis-plays made with special materials and products such as laser-cut plexi-glass prints, or prints with photographic quality for exhibitions.” All the products in Van Straaten’s sign and display division have meanwhile been included in our portfolio.

Machinery

The addition of the Fair-Play team means that Van Straaten now has sophisticated machinery which can finish off sheeting material in any way we like.

Former Fair-Play CEO Pieter Oorthuizen says: “We use our flatbed printers to make advertising boards, road signs, Point of Sale materials and all kinds of other sheeting products. We can print on almost every type of material, and we finish off all the products ourselves. We can saw up panels or mill them in contours, and we can give them a lamina-te finish for extra protection. And we can laser-cut plexiglass displays. Anything’s possible!”

Expertise

Expanding its sign and display division has provided Van Straaten with the know-how and expertise to increase its range of products.

“Fair-Play has been producing custom-made displays and advertising for in-store use, visual branding and booth design for 26 years,” says Pieter. ‘We design and create ready-to-use sign and display products. We’ve got the know-how, techniques and experience to supply really creative custom-made work. I often say we don’t sell products, we sell solutions.”

Light Panel

The Light Panel is one of the products developed by the flatbed divi-sion. “We use modern printing and lighting techniques to make acrylic plastic sheeting with a grid affixed to it by lasering,” says Pieter. “This ensures that the LED lighting around the edge of the frame is distri-buted evenly over the entire surface of the sheeting, and it illuminates visuals evenly from behind. The result is an extremely thin panel that can be attached to the wall, or it can stand on its own. It looks absolu-tely fabulous!”

Design your own experience: display with an extra dimension Eye-catchers designed by Fair-Play for Kamera Express

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SegmentationThe introduction of three new segments has enabled Van Straaten to make a comprehensive analysis of the market. Van Straaten provides the best possible brand perception in these three main groups.

Van Straaten leads the field when it comes to new technology. At Van Straaten, you’ll find a complete package of unique products and services for creating state-of-the-art modular display systems and eye-catching interiors.

The competitive retail market is focusing more and more on visual perception. Van Straaten transforms shops into a magical fairyland for a brand perception which inspires and motivates shoppers.

Only Van Straaten can provide you with the creative spirit and expertise you need to decorate your event in a really impressive way! Van Straaten has the perfect solution for all types of events, from product launching to city dressing and festivals.

STAND BUILDING & INTERIORS

VISUAL BRANDING

EVENTS

VISUALS FOR EXHIBITION IN DE NIEUWE KERK IN AMSTERDAM

The exhibition “Ming. Emperors, Artists and Merchants in Ancient China” opened at De Nieuwe Kerk in Amsterdam at the beginning of October. Van Straaten was commissioned to create various banners, panels and visuals for this exhibition on the Ming Dynasty (1368-1644). Project manager Patrick Elmensdorp comments: “Van Straaten made panels with information on the art treasures and exhibits. We printed Forex boards with information and hung them at strategic points in the church, and we also gave glass showcases a new look with black Dibond sheets finished off with black foil. We used a nest for the hanging banners. This is a PVC material with a black core which enabled us to make double-sided banners. Our client and the press were tremendously impressed with the end result. De Nieuwe Kerk looks absolutely fantastic, and it’s now ready to be admired by the public.”

BRANDING FOR UNDER ARMOUR AT OLYMPIC STADIUM OFFICES

Van Straaten was commissioned to do the spectacular branding for the Medico Vision sports training centre. Project manager Remo Banning says: “We used large slim frames and light boxes with visuals at Medico Vision’s location in the Amsterdam Olympic Stadium. The Under Armour sportswear company, which is also located in the stadium, was so enthusiastic about this that they asked Van Straaten to decorate their offices as well. We suspended three huge light boxes measuring 3 by 2 metres over Under Armour’s office entrance, decorated the individual offices with big frames and wraps, and installed a giant light box on the top floor. The office has been completely transformed and it’s really come to life. It’s a great example of the power of visual communications in an office environment.”

GIGANTIC EYE-CATCHERS IN HOOFDDORP SHOPPING CENTRE

Last September, Van Straaten decorated the passages and central atrium at the Polderplein shopping centre in Hoofddorp with gigantic eye-catching cylinders. To achieve this effect, Van Straaten created eight magnificent full-colour double cylinder combinations in curved aluminium profiles. Alex Oussoren, account manager at Van Straaten, comments: “The big advantage to these profiles is that the cylindrical constructions can simply be turned around for each season, or if we want to change the theme. We’ll be replacing the autumn-style visuals with Christmas-style ones in November.” The shopkeepers’ association was extremely enthusiastic about the new decorations. “They even said they wanted to order an extra series to add to the decorations,” says Alex. “And the cylinders can also be used for atmospheric lighting. This project is a brilliant example of visual branding to give people an unforgettable shopping experience.”

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Cases

Interview with our enthusiastic receptionist Sonja

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Things can really get hectic at Van Straaten’s office, and our receptionist Sonja is a tower of strength as she’s always enthusiastic and good-humoured. Find out more about the person with the warm friendly voice who answers the phone at Van Straaten.

How did you end up working at Van Straaten?

“I answered an ad in the local paper about 9 years ago. It sounded like a pleasant company, even though I didn’t have any experience in the prin-ting business. But I’d worked for 15 years as administrator at a catering company in the aviation sector, so I did have a lot of experience in that respect.”

How would you describe the company?

“It’s a nice friendly company and my colleagues are kind and helpful. The-re’s never a dull moment, no two days are the same. It can be very hectic at times, and schedules often get delayed. Van Straaten has changed a lot in the past few years. Our work is becoming more and more professional and structured, and our products are getting better and better because of all the new technological developments. Visitors are always impressed by the huge machines in the big workshop. And that’s typical of Van Straaten too, we always have the very latest printers. It’s a really modern company.”

Have you got any good stories to tell us?

“People sometimes ask me strange questions on the phone. Somebody once asked me to sing because he thought I had a lilt in my voice when I answered the phone. And something unusual happened a couple of weeks ago too. A cat had found his way into the office and had stayed hidden

there for a week. We knew there was a cat on the premises because the alarm went off at night and we found paw-prints on the fabric. I finally managed to catch the cat after a lot of wheedling, our colleague Petra called the local animal shelter and the cat was reunited with his owner the day after that. Apparently he’d been missing for a whole month! His owner was so delighted, he turned up here the very next day with a bunch of flowers and a box of chocolates.”

What do you like doing in your spare time?

“I really love watching skating. Everyone knows I’ll be glued to the TV at the weekend if there’s skating on. I’ve been to skating competitions in Thialf as well, the atmosphere is incredible! I always enjoy Christmas too, I start looking forward to it as soon as the days start getting shorter. Christmas is the nicest time of year for me, but I couldn’t tell you why. I love good food, I like reading detective stories and I enjoy visiting different cities. A friend and I have been to a lot of cities in Europe.”

Van Straaten in het newsWe’ll soon be able to print electronics

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DutchCowboys, the most popular weblog in the Netherlands for Web 2.0, social me-dia and interactive marketing, was talking about printing electronics last month. And of course, they spoke to Nico van Straaten, who is a pioneer in this particular field.

Most of us are probably unable to imagine it, but it really is going to happen in the next few years: we’ll be able to print out all or part of elec-tronic appliances! And what’s even more incredible is that large-scale technological companies and smart SMEs are actually doing it right now!

Nico van Straaten, CEO at Van Straaten and co-founder of Advanced Electronic Printing, is closely following all developments in electronics printing. Nico says that printed electronics already reached a 5-billi-on-euro turnover worldwide last year alone. “They’re expecting the tur-nover to go over the 100-billion mark in the next three years,” he adds. “This is the most emerging business in the world right now.”

Since electronics printing is not yet taking place on that scale in the Netherlands, Advanced Electronic Printing’s activities are pretty revoluti-onary. This company has been carrying out a pilot project for the past six months involving the manufacture of electrostatic speakers, which are already available for sale in the United States. To make these speakers, the company applies transparent electrically-conductive ink to the sub-strate using a specially-adapted graphic printer. The printer converts this into a sound carrier which is only a couple of millimetres thick - genera-ted completely automatically and untouched by human hand.

Because the speaker is so flat, the scope for its use is a lot bigger. The speaker is easily able to fill a large space with sound, and it doesn’t mat-ter whether people are standing right next to it or a few metres further away - the quality remains the same. It’s ideal for use at airports, concert halls and trade fairs - and of course in the home.

“We’ve seen tremendous developments in picture quality - people watch films and TV in HD nowadays - but sound has been lagging behind,” Nico van Straaten says. “But now top-quality sound is finally available to con-sumers thanks to electronics printing.”

To read the whole article, go to www.dutchcowboys.nl.

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ExpoShow 2013

Van Straaten’s stand at last year’s ExpoShow earned us a nomination for the prestigious

“Gouden Giraffe” Live Communications Award. Van Straaten will be among those present

at this year’s ExpoShow as well. We cordially invite you to visit our new booth, which will

be even more spectacular this year! And we’ll be using an exceptional design to show

you exactly what we mean by “brand perception through visual communications”.

ExpoShow provides know-how and inspiration for marketing & communications pro-

fessionals wishing to include live communications in their range of marketing products.

ExpoShow will be held on 11 and 12 December, and admission is free to visitors with

invitations.

Go to www.exposhow.nl for all info. We look forward to seeing you at ExpoShow 2013!

You can visit us at booth no. 202

Van Straaten is the leading production company for innovative visual communication. With us you will find everything for large format printing and special projects under one roof: from concept development and realization of sublime prints and frames, to professional finishing and assembly on site. Discover why professionals choose Van Straaten.

Look at www.vanstraaten.com for any info or call us now on +31 (0)23 - 555 18 61.

Schipholweg 939 • 2143 CE Boesingheliede • The Netherlands • Phone +31 (0)23 - 555 18 61 • Fax +31 (0)23 - 555 19 21info@vanstraaten.com • www.vanstraaten.com