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Day in, day out, we create visual brand experiences for global brands. Flexibility, comfort, sustainability and brand experience are at the core of our business. During EuroShop 2017 I will cover one of these four pillars on a daily basis. Today: Brand Experience.

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Van Straaten creates visual brand experiences for global brands day in, day out. Flexibility, comfort, sustainability and brand experience are at the core of our business. During EuroShop 2017 I will cover one of these four elements on a daily basis. Today: sustainability.

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Shopper behaviour has completely changed in recent years. People can choose from many different sources to purchase products - the physical store is just one of the many possibilities. It is therefore more important than ever to offer the right experience on the shop floor. Flexible visual branding plays an important role.

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At a time when one after the other retailer shuts down, you are flooded with advice and strategies on how to make your company future-proof. Besides beacons, omni-channel strategies and other new technologies, there is one word that invariably returns: experience. But how do you turn your stores into experiences? In this respect, retailers can learn a lot from amusement parks. A look behind the scenes at experience champion Walt Disney World yields five valuable lessons.

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Certainly, online has become more important for those in marketing. More and more, the power of offline contact seems to have been forgotten. Face-to-face interaction, making real contacts, quick conversions: online communications is a good addition, but is absolutely not a replacement for it. Events offer an excellent opportunity for this kind of interaction. The value of a live meeting is huge. That’s why I would like to stand up for this often undervalued part of lead generation.

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Van Straaten, a specialist in innovative visual communication, is launching a new type of for UV prints in width up to 5 metres. This material, which is called VS-Luxor 500 UV, is different to other textiles for UV-print because it’s highly white-translucent backlit textile. This makes it ideal for the production of XXL prints for use in light boxes and other frames that are lit from the back. Another thing that makes the VS-Luxor 500 UV unique is that its foldable and bending resistant.

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“The biggest sublimation printer in the world is at Van Straaten.” It's a headline that's been going around the world these last few weeks. Van Straaten has recently become the very first owner of the new Durst Rhotex 500 sublimation printer. This XL sublimation printer was showcased at the FESPA trade fair in Amsterdam this March. Our production lines are currently being outfitted for the first creations to be printed. Make no bones about it, the Rhotex 500 is big.

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Furniture manufacturer Leolux recently opened the new Leolux Design Center in Eindhoven. With assistance from Van Straaten, a specialist in innovative visual branding, the design showroom has undergone a complete metamorphosis in terms of visual branding. Through the use of innovative materials and solutions, the Design Center is now an expressive and distinctive showroom where designer furniture from Leolux  truly comes to life

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Van Straaten is proud to announce that it is now the owner of the latest breakthrough in sublimation printing – the Durst Rhotex 500. Durst developed this sublimation printer, capable of 5 m wide textiles, in close consultation with Van Straaten. Up until now, these type of sublimation printers have been able to handle a maximum width of 3.2 m. This breakthrough makes it possible to sublimation print large spreads in one run without the need for joins, producing a truly stunning result. Sublimation printing on this scale is also eco-friendlier.

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Van Straaten will be introducing a range of new 5 m wide print media, coinciding with the announcement of the new Durst Rhotex 500 – the world's largest sublimation printer – now being in production at Van Straaten. Van Straaten's specialists joined forces with the German textile manufacturer HEYtex to further develop three existing textiles for use on 5 m wide sublimation printers. This makes Van Straaten the first to enable sublimation printing on this large scale.

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