By Ed Avis
BluEdge has opened a Custom Creations Unit as part of its Experiential Graphics shop, located in the company’s Carlstadt, New Jersey location. The new department expands BluEdge’s technical design, fabrication, and custom painting solutions for “experiential environments.”
“The addition of our Custom Creations unit was a strategic move by BluEdge to complement our current offerings,” says Doug Magid, president of BluEdge. “Now, with fabrication, large format printing, silk screening, 3D printing and CGI/VFX/Motion graphics under one roof, we can’t wait to push the limits.”
APDSP asked Magid a few questions about the new unit:
1. What machinery did you add for this new unit?
BluEdge added several pieces of equipment to support this new division and complement our existing offerings. This list includes a MultiCam 5000 3-axis CNC router, a MultiCam 3000 3-axis CNC router, a MultiCam V204 water jet, and a 450-Watt Kern laser cutter. These are complemented by a 32-foot walk-in FutureCure paint booth and a full workshop capable of wood, metal, and acrylic fabrication.
2. What products can be made with the new equipment?
Our new equipment enables us to work with materials such as high-density urethane foam, steel, acrylic, wood, and a broad list of sustainable materials. We can also cut materials up to 8 inches thick on some machines. These capabilities are essential in the production of prototypes, eye-catching displays, and immersive experiences/environments that engage a brand’s target audience.
3. What customer types/markets are you hoping to serve with the new unit?
We collaborate with clients on projects that are 100% unique and custom in scope starting at the ideation and/or design intent phase through installation. BluEdge is expanding its offerings in various vertical markets. These include retail, entertainment, architecture, automotive, pharmaceutical, cosmetics and beauty, and education.
4. Please explain what “custom experiential environments and brand activations” are.
These environments and activations can take many forms. While it can be in a corporate environment, pop-up, event or retail setting, our objective is to catch the eye of the audience with visually stunning solutions that are both tangible and digitally interactive. This ultimately leads to brand awareness, product awareness and data capture that tracks behavioral trends, enhancing future campaigns.
5. How many new staff did you add for this unit, and what are their skills?
We have added a diverse of four individuals to start, and we expect to grow that. Their skills range from technical design, value engineering, production, painting, installation, and various trade skills including wood, acrylic and metal fabrication. In addition, our team has close relationships with independent contractors who we bring in when their particular skill sets are required on a project.
John Gagliardi is the general manager of the Custom Creations Unit. “Our passion comes from the ability to work on new and exciting projects – no two are ever the same,” Gagliardi says. “Being able to partner with our clients to create experiences across mixed mediums has always been at the forefront of our mission, because it inspires creativity. Having so many disciplines under one roof creates an amazing synergy that improves our ability to value engineer solutions customized to our client’s needs. Our goal has always been to create experiences that get that second look from the target audience.”