In high-profile retail locations, visibility is everything. When scaffolding and building works threaten to obscure a luxury showroom, the impact on brand presence and footfall can be significant. That was precisely the challenge faced by Smallbone of Devizes at their Brompton Road showroom in London.
Project Print Management has now delivered two billboard hoarding installations for Smallbone in recent years, helping to maintain their strong visual identity despite extensive scaffolding works. These projects demonstrate how well-designed hoarding and billboard solutions can protect brand exposure in busy urban environments.
Protecting Brand Presence in Prime London Retail with Billboard Hoarding
Brompton Road, located in the heart of Knightsbridge, is one of London’s most prestigious retail destinations. For luxury kitchen manufacturer Smallbone, whose showroom occupies a prominent position in the area, maintaining visual impact is critical.
When scaffolding was first installed across the building façade in 2016, the showroom was largely concealed from passing traffic and pedestrians. To address this, we designed and installed a large-format billboard hoarding that reinstated their presence on the street.
The success of that installation led to a second project in 2018 — this time under more urgent circumstances.
The 2016 Billboard Banner Installation
The first billboard hoarding we produced for Smallbone in 2016 took the form of a tensioned banner system mounted onto a scaffolding sub-frame.
Scaffold Banner System
This method involved:
Installing a secondary framework onto the existing scaffold
Tensioning a printed banner using heavy-duty bungee cords
Ensuring appropriate structural clearance from the pavement
The banner system offered several advantages:
Quick installation
Cost-effective solution
Lightweight construction
Easy integration with scaffold structures
For safety and compliance, the sub-frame was positioned approximately 200mm proud of the main scaffolding structure. This spacing allows the banner to move slightly in high winds, reducing strain on the frame.
Additionally, the entire structure was installed at least 450mm from the kerb edge. This clearance is essential in busy London streets to prevent accidental impact from passing vehicles.
The finished result restored visibility to the showroom façade and delivered a bold, high-impact advertisement during the refurbishment period.
An Urgent Challenge in 2018 for the Billboard Hoarding
Two years later, Smallbone once again faced a similar situation — but with far less notice.
In September 2018, additional refurbishment work required new scaffolding to be erected across the entire frontage of the showroom. Unfortunately, the landlord had not informed Smallbone in advance.
To complicate matters further, the installation coincided with the launch of the company’s summer sale campaign. With the showroom fully obscured, the timing could not have been worse.
Smallbone needed a fast, effective solution to ensure their promotional messaging remained visible.
Site Constraints and Safety Considerations
Upon surveying the site, we identified a key issue. The new hoarding line was positioned too close to the kerb to safely accommodate a tensioned scaffold banner system like the one used in 2016.
Because of the limited clearance, a flexible banner mounted proud of the scaffold would not meet safety guidelines. There was insufficient space to allow for wind movement or vehicle clearance.
This left only one viable solution: a rigid aluminium billboard hoarding.
Aluminium Billboard Hoarding Solution
To meet the urgent timeline and safety constraints, we proposed a rigid panel system manufactured from aluminium composite material (ACM).
Why Aluminium Composite?
Aluminium composite panels are widely used for high-quality external signage because they are:
Lightweight yet extremely rigid
Suitable for long-term outdoor use
Resistant to weather conditions
Ideal for high-resolution digital printing
For the Smallbone project, we digitally printed the campaign artwork directly onto 3mm thick aluminium composite panels.
The panels were then over-laminated with an anti-graffiti film to provide additional surface protection.
Anti-Graffiti Protection for Urban Environments
Billboard hoarding installed at street level in central London must withstand significant environmental exposure.
The anti-graffiti laminate applied to this project offers several benefits:
Protection against marker pen and spray paint
Resistance to abrasion from cleaning
Enhanced durability against dust build-up
Long-lasting gloss finish
Urban construction environments generate dust and debris, which can settle on surfaces and become abrasive when cleaned. The laminate acts as a protective barrier, helping maintain the visual quality of the print throughout the campaign period.
If graffiti occurs, it can typically be removed using appropriate cleaning solutions without damaging the underlying print.
Speed of Delivery: Four-Day Turnaround for our Billboard Hoarding
One of the most critical aspects of this second billboard hoarding project was the timescale.
From initial site survey to final installation, the entire process was completed within four days.
This included:
Site assessment and measurements
Artwork preparation
High-resolution digital printing
Panel lamination
On-site installation
The rapid turnaround ensured that Smallbone’s summer sale campaign was not compromised by the unexpected scaffolding works.
Our ability to mobilise quickly demonstrates the efficiency of digitally printed hoarding systems when handled by an experienced production team.
Maintaining Visual Impact During Refurbishment
Luxury retail brands invest heavily in showroom presentation. When scaffolding obscures a façade, it can:
Reduce foot traffic
Limit brand visibility
Disrupt marketing campaigns
Affect customer perception
A professionally designed billboard hoarding restores presence and maintains continuity during building works.
In both 2016 and 2018, the hoarding solutions ensured that Smallbone’s showroom remained visually dominant on Brompton Road, despite being physically hidden behind scaffolding.
Comparing Banner vs Aluminium Billboard Hoarding
Each project required a different technical approach.
Scaffold Banner (2016)
Flexible material
Tensioned onto scaffold frame
Cost-effective
Suitable where sufficient pavement clearance exists
Aluminium Billboard Hoarding (2018)
Rigid panel system
Direct-to-board digital print
Anti-graffiti laminate
Ideal for restricted pavement clearances
Premium finish and durability
The choice between systems depends on site conditions, safety requirements and campaign duration.
SEO Benefits of Billboard Hoarding for Retailers
From a marketing perspective, billboard hoarding offers additional advantages beyond visual impact.
In high-footfall areas such as Knightsbridge, large-format printed hoardings:
Reinforce brand awareness
Maintain consistent messaging
Support promotional campaigns
Create social media visibility
For luxury brands, preserving street presence during refurbishment can prevent loss of momentum in competitive retail districts.
Precision Installation and Compliance for Billboard Hoarding
Urban billboard hoarding installations must meet strict safety guidelines.
We carefully consider:
Kerbside clearance
Structural integrity
Wind loading
Fixing methods
Public liability considerations
By ensuring all measurements and mounting systems meet industry standards, we deliver solutions that are both visually striking and fully compliant.
Why Choose Project Print Management for Billboard Hoarding?
Project Print Management specialises in large-format print solutions for construction sites, retail environments and commercial developments across London and the South East.
Our services include:
Detailed site surveys
Sub-frame design guidance
High-resolution digital printing
Anti-graffiti lamination
Aluminium composite panel production
Fast-track installation
Whether working with scaffold banners or rigid aluminium billboard hoarding panels, we tailor each project to site constraints and client objectives.
Turning Construction Challenges into Marketing Opportunities with Billboard Hoarding
The two billboard hoarding installations for Smallbone demonstrate how proactive print solutions can turn disruption into opportunity.
Instead of allowing scaffolding to conceal a luxury showroom, carefully produced hoarding restored brand visibility and supported key sales campaigns.
With premium materials, anti-graffiti protection and rapid turnaround capability, digitally printed billboard hoarding provides a practical and effective solution for retailers facing temporary building works.
If your commercial property is about to undergo refurbishment and you need to maintain visibility in a competitive location, Project Print Management can deliver a bespoke billboard hoarding solution designed to protect your brand and maximise street presence.
Contact our team today to discuss your requirements and discover how professionally produced hoarding can support your business during construction works.
For more information on our projects visit our advertising hoardings page or for our latest examples of our work please visit our blog.
