Embrace, a UK-based creative installation company, has built its reputation on solving complex challenges in the advertising and branding space. At its core, the company’s success is deeply tied to its reliance on large-format print technology. Founder Jason Forster emphasizes that print is the backbone of the business, as even the slightest miscalculation in resolution, color, or dimensions can lead to costly reprints and reputational damage. Embrace partners with specialist print providers to ensure precision and consistency in every project, which often involves structures larger than a London townhouse.
Sustainability is a fundamental principle for Embrace, integrated into every aspect of its operations. The company was the first UK installer to use Kavalan’s Sunlight range, a PVC-free material that meets fire resistance, durability, and sustainability standards. Beyond materials, Embrace actively funds reforestation projects and collaborates with local artisans and farmers to repurpose spent wraps into products like pond liners, geotextiles, and artisanal bags. Since 2020, the company has planted over 17,000 trees through its partnership with Ecologi and supports 51 global carbon offset projects, including hydroelectricity in Uganda and landfill gas conversion in Turkey.
What truly sets Embrace apart is its appetite for tackling complex installation challenges. From illuminating 3D logos on Mayfair scaffolding to installing a record-breaking 8,500 m² wrap across Birmingham’s Selfridges site, the company thrives on ambitious projects. Each installation involves meticulous planning, including engineering calculations, structural safety certifications, storm-resistance plans, and regulatory paperwork. Forster describes the work as a constant learning experience, noting that Britain’s unpredictable weather adds another layer of complexity. Safety and contingency planning are non-negotiable, especially given the need to design installations that can withstand high winds and stormy conditions.
Embrace’s success is also rooted in its collaborative culture and long-standing relationships with partners such as printers, scaffolders, and structural engineers. Many of these collaborators have worked with the company or Forster himself for decades, fostering a sense of trust, mutual accountability, and prompt payment that keeps complex projects on track. Internally, the company operates on a principle of “creeping excellence,” where each project drives the team toward better coordination, smarter solutions, and higher-quality delivery. This approach has earned Embrace numerous awards and a steady stream of new and repeat business, often secured through word-of-mouth referrals.
Looking ahead, Embrace is cautiously exploring new technologies, including artificial intelligence and 3D visualization software, to enhance its creative pre-visualization processes. The company is also testing new non-PVC materials to further reduce its environmental impact. While these innovations take time to implement, Forster emphasizes that Embrace is committed to the long game. There are also hints of major upcoming projects, such as work at Silverstone for the British Grand Prix, though details remain confidential due to non-disclosure agreements.
At its heart, Embrace’s mission is to “conceal, enhance, entertain, or advertise.” However, its impact extends beyond these objectives. The company transforms liminal urban spaces—those half-built or half-forgotten—into moments of visual surprise, branded storytelling, and even civic pride. In doing so, Embrace maintains an unwavering commitment to safety, quality, and environmental responsibility. In a world where urban disruption is the norm, Embrace’s creative and thoughtful approach ensures that these transitional spaces are not just functional but also visually engaging and sustainable.
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