What Is It?
Simply put, the combination of printed fabric and aluminum frame can replace printed, rigid substrates in most applications. It begins with the rich and vibrant colors of the printed fabric. The non-reflective surface offers a refined look that is especially important in environments such as TV news sets and red carpet back walls.
Next, a silicon strip, or welt, is sewn to all edges of the fabric. The welt holds the fabric in place in a specially designed frame system. The prints are held taut in the frame and can be free standing, hung or wall mounted.
The Frame System
Rod Peter was frustrated. As General Manager of a large print provider in Australia, Rod was witnessing the explosion of fabrics for exhibition and event signage. But he was also seeing the increasingly confusing offerings in extruded stretch framing systems. Rod was convinced a better system would be embraced by others who shared his frustrations. In 2006, Rod worked with an industrial engineer to design a simple, modular system that made sense. A primary goal was to limit the total number of pieces to keep it simple. The result was the introduction of FabFrame in 2006. The system consists of a number of multi-use extrusions and connectors that can be combined to build anything from simple, single-sided pieces to complex shapes — all with seamless fabric coverage. It didn’t take long before print buyers began asking for FabFrame by name.
Now, Rod Peter is bringing the system to North America with a new name — REXframe.
The framing and fabric are lightweight and ship unassembled in smaller packages compared to printed rigid substrates. That cuts the costs on packaging and shipping. The frames are easily assembled with hex keys. If the framing is wall mounted or hung, there will be additional installation steps and tools needed. Once the frame is installed, the graphics are fitted in minutes. Swapping graphics also takes just a few minutes without tools. Once installed, the frame becomes very unobtrusive. The high-end look presents customers with more graphic and less frame. The fabric surface won’t reflect trade show or studio lights making them ideal backdrops for video and photography.
REXframe extrusions are available as single sided, double sided, cubes, suspended, curved and lightboxes. Plus, these different extrusions can be combined to build truly unique 3D structures such as cash wraps, entry arches and trade show displays. The modular system allows endless customization.
Rod Peter stopped by Firehouse in December to sit down with our team and present his vision for REXframe in North America. He sees the market moving the same way it did in Australia — and then Europe. The benefits of framed fabrics are just registering on the radar of print buyers and the excitement is building. Rod is convinced that the overwhelming popularity of FabFrame in Australia and Europe will be seen in North America with REXframe. Buyers will quickly recognize the simplicity, quality and versatility of the system and more and more rigid substrates will be replaced.
Rod is also introducing the new REXframe D’LiTe line in the spring. It is specifically designed for the U.S. market to meet demand for high-volume retail rollouts. REXframe D’LiTe is lighter weight, lower cost and easy to install. It is ideal for single and double-sided installations.
Firehouse is pleased to partner with REXframe and we are looking forward to introducing this innovative product line to our clients.
Vice President of Operations