Industry experts spoke at WrapFest
Interested in all things wrapping? Well, WrapFest, co-located at FESPA, had it all. Sign Update spoke to Duncan MacOwan, head of marketing & events at FESPA, about WrapFest’s highlights and the World Wrap Masters event.
WrapFest 2026 was held, alongside FESPA Global Print Expo, European Sign Expo, Personalisation Experience, Textile and Corrugated.
Operating under the theme ‘The Place for Experts’, the co-located events brought together professionals from across the wrapping, speciality print, packaging and signage sectors for four days of innovation, networking, and live demonstrations.
WrapFest provided a platform for manufacturers, suppliers and service providers to showcase their latest developments, from advanced print and finishing systems to emerging surface solutions designed to improve durability, efficiency and visual impact. Throughout the duration of the event, visitors engaged with an array of materials and application techniques, gaining firsthand insight into how the wrapping industry continues to advance.
Alongside product showcases, attendees had the opportunity to exchange expertise and discuss the unique challenges facing their businesses, including evolving production workflows, sustainability pressures and the growing demand for faster turnaround times without compromising quality.
Duncan said: “We’re confident that the connections formed, insights shared, and innovations showcased will continue to drive innovation and collaboration across the industry long after the event.”
Where wrap meets print
Following its launch in 2023 as a standalone event, the 2026 edition marked a new era for WrapFest as it became an even bigger component in FESPA’s wider exhibition ecosystem.
The cross-sector environment cultivated in Barcelona allowed attendees to explore how wrapping aligns with print, signage, packaging, textile and personalisation. For example, onsite, vehicle wrappers could gain an insight into the latest advancements in print technology that improve colour consistency and production speed, while signage professionals had the opportunity to explore new interior and exterior wrapping techniques.
Rather than operating in isolation, wrapping applications are now increasingly shaped by integrated print, design and fabrication technologies, enabling more seamless production workflows from concept through to installation. This convergence is opening up new commercial pathways, supporting service diversification and allowing businesses to adapt more effectively to changing client requirements.
Following its first edition in Barcelona, WrapFest 2026 reflected continued momentum in the wrapping and vinyl application sector, strengthened by its closer alignment with the wider FESPA platform.
Event highlights
There was some incredible work on display
WrapFest occupied more than 2,000m/sq of exhibition space and featured a range of products and solutions for the wrapping and vinyl applications market. The event became a platform for visitors to explore the latest innovations across window films, garage interiors, laminating machinery, vinyl cutting and finishing equipment, inks, printable films, PPF and colour change.
Exhibitors included APA, Antalis, Arlon, Carlas, Hexis, LX Hausys, GSWF, Legend PPF and SOIF, with many using the event to showcase new products and applications.
During the event, Arlon launched its new Paint Protection Film (PPF) range, designed to enhance vehicle aesthetics while providing long-lasting protection against damage. The range includes coloured and clear protection film series, the Premium Colour Change range, and the Arlon DPF V9700, a PVC-free product designed to support environmental sustainability. In addition, Summa launched its F-Series Vantage flatbed cutter, designed to meet the needs of sign, display, and industrial production businesses.
The breadth of participation reflected a market focused on integrated solutions, where materials, hardware and finishing systems are designed to work together more seamlessly.
As the market moves in this direction, and as clients demand more complex, visually impactful and durable finishes across both commercial and creative projects, these developments are becoming increasingly important.
Trends driving wrapping
One of the most prominent themes throughout the event was sustainability. Throughout the event, leading brands and suppliers focused on reducing environmental impact by highlighting lower-impact materials and more environmentally conscious production processes, demonstrating how the industry is responding to increasing demand for sustainable solutions and shifting regulations.
Personalisation was also prominent across all sectors, including commercial vehicle graphics, interior décor, retail branding and promotional installations. This shift is being driven both by consumer expectations and advances in digital printing, which now allow for faster turnaround times and more cost-effective short-run, customised production.
World Wrap Masters’ return
World Wrap Masters returned
World Wrap Masters also returned as part of WrapFest this year, with both the European competition and the Series Final forming a central part of the event. Judged by Ole Solskin, Kiss Lajos, Penelope Garrido, Ivan Tenchev, Carlos Ruiz and Paige Walton, the competition brought together wrappers from across the globe to compete in a series of timed challenges.
Bin Li from China was crowned the World Wrap Masters 2026 champion following a consistently strong performance throughout the competition. He secured the title through precise execution and steady results in the final stages, edging ahead of his competitors.
The winner of the European Final was Kai Trengrove from Japan – the youngest competitor ever to be crowned the European winner, making history with his exceptional skill, determination, and composure throughout the competition.
Alongside the competition were live demonstrations and the WrapTalks, which covered topics including business development, market trends and changing customer expectations.
WrapFest 2027
WrapFest will return alongside FESPA Global Print Expo and its co-located events (European Sign Expo, Personalisation Experience and Textile) next year.
From April 6 to 9 2027, at Messe Munich, Germany, visitors will once again have the opportunity to explore the latest developments across wrapping, signage, textile and print. The event will build on the momentum built in Barcelona, offering deeper insight into changing consumer demands, emerging technologies, and the materials and techniques shaping the future of wrapping.
Duncan concluded: “As we look ahead to Munich, we’re confident that the return of WrapFest will once again bring together industry professionals from around the world to focus on collaboration, innovation and continued development. We look forward to welcoming the wrapping community next year.”
