its new Paint Protection Film to address the rising demand for protection-type projects that was also highlighted by 3M’s Webley. Forthosenewtothismarketorcompanies seeking to improve their offering, Rees says the most common challenge he sees involves the initial cleaning of the vehicle. This is especially true because new cars have various surfaces applied that aren’t compatible with adhesive bonding unless cleaned thoroughly. He also picks up on the importance of post-heating, advising: “With digital products, the most important aspect is to allow the product to outgas prior to fitting. This can take between 24 and 48 hours, and we often see issues because the product is sometimes fitted before the full process is complete.” Festival of Wrap Clearly, there is plenty of new materials and innovations coming to market at a steady rate, with those in the sector not short of options if they are seeking a new effect or taking on a particularly tricky project. Innovation was also very much the subject of discussion at the most recent edition of WrapFest, which, for the first time, took place outside the UK and alongside the main FESPA Global Print Expo 2026 event in Barcelona, Spain. As was the case at the first two outings of WrapFest – both of which were hosted at Silverstone in the UK – the event offered attendees an overview of crosssector opportunities within print, signage, personalisation, and beyond. This year, the event was spread across an area of 2,000sq m, with exhibitors showing off their latest products, solutions, media, and consumables – not just in vehicle wrapping but also the wider vinyl applications market. Duncan MacOwan, FESPA’s head of marketing and events, comments: “Since its launch in 2023, WrapFest has established itself as a key meeting point for wrapping professionals, which offers valuable insights into the latest trends and innovations across the sector. “It has consistently enabled attendees to identify and capitalise on opportunities that drive business growth and we are confident that bringing these events together will further strengthen this impact.” Among the names in attendance this year were Antalis, Arlon, Hexis, LX Hausys, Legend PPF and SOIF, with highlights ▼Avery Dennison says the most common challenge for market newcomers involves the initial cleaning of the vehicle 51 www.signlink.co.uk Issue 265 - June | July 2026 In reality, wrapping requires a higher level of technical expertise, particularly when working with curves, recesses, and tension management including informative ‘WrapTalks’ sessions offering insights into the latest trends and challenges within the industry, as well as how visitors could expand their business. The event also hosted two rounds of FESPA’s World Wrap Masters, namely the European and Series Final competitions first-hand, judged by industry experts Ole Solskin, Kiss Lajos, Penelope Garrido, Ivan Tenchev, Carlos Ruiz, and Paige Walton. As evident by this recent event, and those we have spoken to, vehicle wrapping has rapidly evolved from a niche offering into a core revenue stream for many signage businesses, driven by strong demand for high-impact, mobile advertising, and personalisation. However, success in this market depends on more than simply adding the service; material selection, surface preparation, and technical expertise remain critical, with training and process control essential to delivering consistent, high-quality results and long-term durability. VEHICLE WRAPPING | ROB FLETCHER
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