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Van Straaten, a specialist in innovative visual communication, is introducing a completely new material for exhibition stands, interior decor projects and on the sales floor. Whiteback is a new type of textile that weighs just 250 grammes, consists of three layers and has a white-coated backing through which it is impossible for light to penetrate. Mood images, campaign images, corporate identity communications and calls to action can all be printed on the front of Whiteback textile.

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Retailers are cautious about using visual in-store and out-store communication in their stores. This was revealed by qualitative market research that Van Straaten, a specialist in innovative visual communication, held amongst  62  retail organisations in the Netherlands. Traditional presentation techniques still dominate store display-windows and interiors. “This is a missed opportunity,” says Niels Van Straaten. “There are so many other ways to stimulate shoppers.

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Although we cannot ignore the growth in online shopping, this does not mean that the retail industry will disappear from the streetscape. Far from it: shoppers still like to go to physical stores. However, retailers must give more consideration to atmosphere, entertainment and experience. This will put them in a position to attract shoppers into their stores and to persuade them to buy products and services. A mannequin in the display window is no longer enough.

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C2 Expo en Interieurbouw, an oil communication agency, and Van Straaten joined forces to build a unique exhibition stand for the Amsterdam Metropolitan Area (AMA). This stand was used at the PROVADA real estate exhibition at the Amsterdam RAI Exhibition and Convention Centre.

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Van Straaten, a specialist in innovative visual communication, and the Moteo Group, an importer of motorbikes and mopeds, are strengthening their partnership. Their plan is to join forces to roll out a multi-visual concept for use on the exhibition floor and in the Moteo dealer network. The brand experience for the client will be key.

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Van Straaten is introducing a completely new material for use at large outdoor events, summer festivals and also at events organised by the construction and property industries and estate agents: OutdoorBlack. This is a white canvas on which mood images, logos or calls to action can be printed. The back of the canvas is black, because of which it is able to function as a sunblock. Users will find that it is impossible to look through the material under the print when the sun is shining directly on the OutdoorBlack material.

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City marketing is popular. Cities are seeing themselves more and more as brands that need to be promoted. With this in mind, city dressing is a perfect tool to use when implementing city marketing policy. The possibilities offered by city dressing are endless. However, they are rarely utilised to the full. What a shame: the more unique city dressing is, the greater the effect achieved. 

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The Netherlands is inseparable with the color orange. As soon as there is something to celebrate, the Dutch people dig up their orange clothes and the down to earth mentality seems to vanish. Van Straaten has been coloring stages, shops, streets and squares orange for years. The real orange, that is, of PMS 165.

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Today's event visitors are more difficult to impress than they were in the past. This is no surprise when you consider the unprecedented number of exhibitions and events competing for attention today. The ‘traditional’ exhibition stand, featuring a banner and a tray of free pens, is no longer enough to make a real impact and create a brand experience. Fortunately, a whole range of innovative visual tools have now been developed that (event) marketeers can use to surprise visitors.

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Van Straaten is pleased to be able to offer Team Brunel its support at the next Volvo Ocean Race. During this prestigious around-the-world sailing competition, the Dutch team will be able to rely on professional visual branding from Van Straaten.

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