The right material does not just carry the art, it becomes part of it!

What if a showroom did not just display what you sell, but clearly demonstrated what you stand for? At Eliofototecnica’s (EFT) showroom in Parma, photography and material expertise come together in a permanent yet ever-evolving exhibition. One entire wall is dedicated to the work of renowned photographer Marco Gualazzini, printed and installed using Trifecta®.

A showroom designed as proof

For Eliofototecnica, the showroom serves a very specific purpose. “It’s the place where we show customers what we can really realise,” explains Gaetano Gagliardi, HR & Purchase Manager at EFT. Colors and textures are not decorative choices here, they are useful tools. Everything in the showroom is designed to create conversation and demonstrate real possibilities.

The wall installation had to do more than simply look good:

• It had to support high-end photographic art
• It needed to be adaptable over time
• It had to reflect Eliofototecnica’s expertise in interior and exhibition applications

The artist himself: Marco Gualazzini

Choosing Marco Gualazzini was no coincidence. Gaetano and Marco have known each other for many years and when Eliofototecnica began shaping their showroom, the opportunity felt natural for both. “It was an opportunity for Marco and for us,” says Gaetano. Known for his work with National Geographic, Gualazzini’s photography demands absolute precision in color, contrast and detail. His images tell powerful stories and require a medium that respects depth and intensity. For Eliofototecnica, this made the project not just visually compelling, but creatively inspiring.

The search for the right material

Several options were considered, including wallpaper, however this lacked the desired finish and flexibility.

Trifecta® stands for:

• A structured material that is easy to handle
• Excellent print quality and color performance
• Removability, allowing the exhibition to evolve over time

Importantly, the artist was already familiar with the material, reinforcing confidence in the final choice.

Precise printing and installation

The images were printed using an Epson SCF18600 eco-solvent printer with a 10-color configuration, ensuring exceptional color accuracy across the entire installation. The wall, approximately 2.5 × 5.5 meters, was treated as one continuous canvas.

Trifecta® proved to be:

• Easy to apply
• Structurally stable
• Consistent across the full surface

More than an exhibition wall

Today, the installation serves two clear purposes. Showcasing the powerful work of a renowned photographer and on the other hand demonstrating a real, scalable solution for interior decoration, retail environments and showroom design.

Visitor reactions have been overwhelmingly positive. The project is designed to evolve, with photos being updated periodically, while the concept and material choice, remains consistent.

A tailored approach to space

What truly defines this project is the mindset behind it. “We like to work like a tailor,” says Gaetano. “With Trifecta, the wall becomes part of the art, supporting Marco’s story!” This project shows that print materials are no longer just functional substrates. When chosen thoughtfully, they become tools for storytelling and identity, elevating both the artwork and the space it inhabits.

Looking to transform walls into meaningful visual experiences?

Discover what’s possible with Trifecta®.

Visit the Trifecta product page

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