‘Beyond the Surface’ event sees more than 100 visitors enjoy a day of learning, demonstrations, product launches and networking
Over a hundred sign and graphics professionals, along with partners, suppliers, technicians and account managers, gathered at William Smith’s Beyond the Surface Open Day on 16th October. The company’s Barnard Castle headquarters was turned into a hub of innovation, creativity, and hands-on discovery.
With live product demonstrations, packed-out seminars and presentation booths, visitors came ready to learn, connect, and explore the latest materials, techniques, and technologies shaping the future of the sign, graphics, and wrap sectors. Feedback was overwhelmingly positive from attendees and partner brands.
“Doors officially opened at 9.30, but we had people joining us and getting involved before 9am,” said Ian Spence, Sales Manager at William Smith Group 1832. “Every demo and seminar was busy all day. It’s been a great opportunity to connect and learn with our customers, and showcase the quality and range of what we do together with our manufacturing partners.”
Learning, inspiration, and new opportunities
Visitors came from across the UK, from vehicle wrappers and print providers to experiential designers and architectural film installers, all keen to explore new ideas and gain practical insight to take back to their own businesses.
Shaun Nicholson, Director at Matt Vinyl Graphics in Hull, said events like this are invaluable:
“It always reinvigorates the hunger to explore different avenues. The seminars give you knowledge you can take back to your team. Interior films, in particular, are such an unexplored market for us. This has really opened our eyes to how we can grow that side of the business.”
For Megan Gardener from Wrap and Renew, it was her first time attending a William Smith event:
“William Smith has been instrumental in helping us set up our business and they continue to support us massively. The seminars at this event have given us insights into how to speak more purposefully to customers about wrap. Understanding the possibilities and potential helps us explain things better to homeowners and commercial clients alike.”
And for Lucas Payton of Realise Live, a London-based experiential production company, inspiration came in the form of texture and innovation:
“We’re always looking for that ‘wow’ factor. I’ve never seen anything like the organoid materials from Avery Dennison before. They’re fantastic. This is the joy of William Smith. They support us by helping us find those unique surfaces that make our projects stand out.”
Customer testimonials
Innovation takes centre stage
One of the strongest themes of the day was innovation, with visitors exploring emerging products and trends across wrap, print, and architectural films. Live demonstrations showcased new materials, finishes, and PVC-free options, with visitors encouraged to get hands-on.
Partner brands demonstrated the latest technologies in vinyl, digital print, and finishing, while William Smith launched new VION products, including an anti-graffiti laminate, a short-term monomeric window etch, and an optically clear printable film.
“We’re constantly adding to our range to make sure we’re covering every base for our customers,” said Sarah Seymour, Sales Manager for William Smith. “VION is now recognised as a high-quality, cost-effective brand, and it was fantastic to see so many people excited to try the new products.”
“Events like this are about celebrating creativity and giving people the tools to deliver brilliant work,” added Beth Slater, External Account Manager at William Smith showcased the company’s popular Chevron and safety products. “Innovation isn’t just about new products. It’s about finding smarter, faster, and safer ways to work.”
More comments from the day
A day of connection and community
For William Smith, the Open Day was about showcasing products and highlighting how the company actively supports customers to succeed.
“It’s been fantastic to see such strong engagement across every area of the event,” said Lindsay Hutchinson, Head of Marketing at William Smith Group 1832. “The energy and enthusiasm from visitors and partners have been incredible. This open day has reminded us what makes this industry so special. It’s the people, the passion, and the willingness to share knowledge.”
“Events like this remind us how strong and creative this industry is,” added Ian Spence. “We’re grateful to everyone who came, to our partners who supported us, and to the team who made it happen. The buzz has been incredible from start to finish.”
After several years without an in-person open day, the success of this year’s event has reaffirmed the value of William Smith utilising its space for learning, collaboration, and supporting the industry.
As Shaun Nicholson summed up: “William Smith is a long-established family-run business, and that’s exactly how they make you feel as a customer, part of the family.”
William Smith Simplifies VION Film Range with New Naming System