The Musical Theatre, a relative newcomer, to the city of Moscow, and the Russian art scene, needed to communicate externally to, not only its current audience, but to the rest of the huge city population. Word of mouth and social media techniques were partly successful in communicating the special genre of music, stories, choreography and costumes used in their performances.
Unfortunately, the theatre building is listed and under state protection which prohibited the use of any building activity to the external façade to place a banner or large poster from the top to the bottom; The size of the banners, at nearly 16 metres high by 6 metres wide, would also be a problem from the quality perspective, with dirt, dust, rain and pollution expected to soil the material and cause the printed colours to fade within a short time, during the normal theatrical season of autumn and winter. Also the removal of the advertising at the end of the time period could not show any sign of damage to the building.
However, modern design and creative innovation can often solve such challenges. Working with the 3M Commercial Graphics team in Moscow, the theatre became aware of a new flexible self-adhesive graphic film. 3M™ Scotchcal™ Textured Wall IJ8624, that was capable of being applied directly to the rough surface of the building façade, which could be digitally printed to extremely high quality resolution for both short and long distance viewing, would stand up to the weather extremes and could be applied and removed without causing damage to the architectural and historical aspects of the building.
“The finished result was stunning ! Both enormous adverts have been in place for nearly two months and the posters still look cool!“ said Theatre Marketing Director, Elena Lozhkina. It is impossible to cross this part of the city without seeing one of the biggest billboards in Moscow.