Episode 254 - Recreating the Urban Canvas: How Embrace Building Wraps Turn Construction Sites into Storytelling Platforms

The urban landscape is constantly evolving, with construction sites and building renovations an unavoidable part of city life. But what if these necessary disruptions could be transformed into stunning visual displays that enhance rather than detract from our shared spaces?

Greg Forster, founder of Embrace Building Wraps, joins the FuturePrint podcast to reveal how his company is revolutionizing the construction industry through creative, sustainable building wraps. From wrapping Oxford Street in a giant IKEA bag to creating illuminated architectural displays for luxury London developments, Greg shares the fascinating stories behind some of the UK's most iconic temporary installations.

Drawing on his background in outdoor advertising with companies like Diageo, Unilever, and Clear Channel, Greg explains how a chance conversation outside a pub led to the founding of Embrace Building Wraps in 2013. With a simple concept—conceal, disguise, or advertise—the company has grown to become an award-winning leader in sustainable large-format printing and installation.

The conversation delves into the extraordinary complexity of managing these projects, which Greg describes as "herding cats on a seesaw" with numerous stakeholders including clients, contractors, engineers, and installation teams. Learn about the meticulous planning, engineering calculations, and safety considerations required to transform scaffolding into enormous art installations that can withstand British weather for months on end.

At the heart of Embrace's success lies a genuine commitment to sustainability. Greg shares their pioneering work with PVC-free materials, their "Banner Karma" initiative that repurposes used materials, and their partnership with Ecologi that has led to the planting of over 17,000 trees globally. Their philosophy that "there should never be a conflict between supporting the future of our planet and turning a profit" offers valuable lessons for businesses in any sector.

Whether you're fascinated by urban design, construction, sustainability, or entrepreneurship, this conversation offers a unique glimpse into an industry that transforms the visual experience of our cities while pushing the boundaries of what's possible in large-format printing and installation.

FuturePrint Events:

FuturePrint TECH: Industrial Print: 21-22 January '26, Munich, Germany