Spinningfields
Hitting the Bullseye
How Signs Express turned a retail window into a fan-fuelled spectacle for Target Darts
Client: Target Darts
Industry: Sports Retail & Fan Engagement
Location: Spinningfields, Manchester
Target Darts is a globally renowned darts equipment and innovation brand, trusted by professional players and fans alike. Known for pushing boundaries in both design and performance, the brand has a loyal following and a fast-growing product line. For their first-ever official pop-up retail experience, they selected Spinningfields - one of Manchester’s most prestigious and high-footfall commercial districts - as the launchpad.
The project was not simply about branding a space; it was about creating a physical experience that mirrored the excitement, precision, and community of the game itself.
The brief was clear but ambitious: to create an exterior visual experience that would act as a magnet for fans and curious shoppers alike.
The signage needed to:
Reflect Target Darts' premium, energetic, and immersive brand identity
Set the tone for the interactive in-store experience, where fans could engage with new products and merchandise
Convert a blank glass frontage into an eye-catching, shareable retail event within days
Withstand weather and footfall without compromising on visual quality
Signs Express Bath, Swindon and Salisbury were brought in to lead the creative, technical and install aspects of the project - with only a 48-hour turnaround from final artwork to completed installation.
Challenges
This project came with multiple layers of complexity, each requiring experience, foresight, and flawless execution:
Time Pressure: From final artwork sign-off to full installation, the team had less than 48 hours.
Logistical Constraints: Installation had to be conducted out-of-hours to avoid disrupting the heavy footfall typical of Spinningfields.
Technical Precision: The graphics needed to wrap around a corner and maintain perfect alignment across multiple glass panels.
Urban Safety Compliance: The public-facing nature of the space meant safety, access, and minimal disruption were paramount.
This wasn't simply a branding job - it was a live, time-sensitive transformation in one of Manchester’s most visible retail locations.
The Solution
Creative Design Concept
The final concept was bold, playful, and unmistakably “Target”:
A 4.2-metre-wide dartboard took centre stage, spanning multiple panels across the glass façade.
A 13-metre-wide wraparound Target logo was meticulously aligned to continue around the building’s corner - acting as both branding and wayfinding.
Supporting panels (approx. 7m x 4.5m) highlighted Target’s latest range of merchandise and fan apparel.
Together, these graphics formed more than a shopfront - they formed an immersive street-level billboard, inviting interaction, photographs, and fan connection.
Materials and Techniques
To achieve the desired impact, we used:
High-performance, UV-resistant printed vinyl, precision-trimmed to ensure edge-to-edge coverage
Seamless geometry mapping across structural lines and panel joins, to preserve logo integrity and flow
A scissor-lift installation, carried out by our IPAF-certified team, ensuring accuracy and health & safety compliance
From surface prep to finishing touches, this was a project that required millimetre-perfect execution and on-the-fly problem solving.
Execution
Installation took place across a single evening to avoid interfering with daily operations in the retail zone. Working through the night, our two-man team:
Safely prepped and aligned every section of the vinyl to account for glass pane joins, surface texture variations, and lighting
Used heat application and smoothing techniques to eliminate bubbling, stretching, or visibility issues
Ensured the visuals maintained integrity from multiple street angles, ensuring that pedestrians and drivers alike could fully engage with the brand
Despite the condensed timeframe, the project was completed on time, to spec, and with zero disruption to the surrounding businesses.
Results & Impact
The result? A show-stopping exterior that:
Transformed an ordinary retail unit into a branded fan destination
Became a talking point on social media, with passers-by snapping photos and tagging Target Darts online
Delivered tangible increase in footfall and engagement, validated by on-site feedback and store performance
Critically, the success of this installation led to operational expansion for Signs Express Bath, Swindon and Salisbury. The centre reinvested in its capability, acquiring a second printer and a new laser machine to support future large-scale installs and reduce turnaround times for premium retail clients.
Why It Matters
This project is a perfect example of what Signs Express does best: blending creativity, consultancy, and craftsmanship to deliver signage that doesn’t just meet a brief - but elevates a brand.
It demonstrates our ability to respond under pressure, think collaboratively with clients, and most importantly - create signage that drives action, emotion and connection.
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