AutoTrader was renovating their growing AutoTrader.com Atlanta Headquarters. They wanted to create a unique, futuristic interior environment indicative of the company's automotive influence and dynamic online experience. Their vision was for interior walls to contain linear graphics to convey movement, direction, and a sense of travel. The perimeter walls would be canted and curved with an orange gradient print to showcase their trademark color. This one-of-a-kind design concept could only be transformed into reality through the innovation of digitally printed wallcovering by Koroseal Digital Surfaces.
The Koroseal Digital Surfaces team worked in collaboration with the interior design firm, Perkins and Will, to further develop the initial design concept. The linear graphic for the interior walls needed to be similar yet unique for each of the eight floors. The gradient created for the exterior walls was a floor-to-ceiling, orange to white, smooth transition. Everything was to be printed on an environmentally friendly substrate that would be durable enough for a commercial environment.
In order to reduce the need for on-site storage space, each roll of digitally printed option e wallcovering was labeled by mural and by floor. The material was shipped according to the requisite installation schedule and timeline. Coordination between digital manufacturing and product installers ensured the end result exceeded the customers' expectations. Koroseal Digital delivered a finished product which was a technical and design marvel.
AutoTrader® is a registered trademark of 3TPI Holdings, Inc.
Installation shots of final product. Note the detail of the walls containing the orange gradient. Most of the walls are compound surfaces, canted as well as rounded. Koroseal Digital Type II Vinyl