The Hallmark Creative Studio, Fedrigoni UK, Cardzone and Linney Group have combined to produce four large scale greetings cards to mark the end of lockdown restrictions in England. Despite the latest measures applying only in England, the cards will be on display in Wales and Scotland as well as in England where the public can come to write a goodwill message “to a missed loved one, a lost relative, or the nation itself”, as the announcement declares.
The idea is to create an emotional time capsule at the end of the lockdown period, although regulations in Scotland and Wales differ from those in England, and these nations remain in partial lockdown for now.
Linney has printed the B1 format cards on Fedrigoni’s Stucco Old Mill 100% recycled, a substrate chosen for its crisp print results and natural look and feel. Linney has also built the plinth that each card will be displayed upon and surrounding promotional display.
The greeting card has been a symbol of lockdown, with online sales soaring. The physical sending of cards was a major beneficiary of the last 18 months, with greeting cards printers enjoying the boost to volumes.
Simon Pilkington, managing director of Fedrigoni UK, says: “Sending greetings cards is a distinctly British act, so with the support of the Greeting Card Association, we saw an opportunity to create a new moment of togetherness that would commemorate the end of lockdown and inspire the nation to celebrate each other for working together during this difficult time.”
The installations at the O2 Arena in Greenwich, Cardiff City centre, Glasgow Fort and the Cheshire Oaks outlet centre between Liverpool and Manchester, are located in areas of high footfall, chosen in collaboration with retailer Cardzone. They will remain in place until the end of the month before becoming part of the Postal Museum’s collection to mark the pandemic.
Amanada Fergusson, CEO of the Greeting Card Association, says: “Greetings cards are a powerful way of building relationships, sharing sentiment and forging meaningful connections. Now more than ever we all need a moment of togetherness, which Hallmark, Fedrigoni and Cardzone have created by encouraging connections through this innovative and creative installation.”
