Restyling & Truck Accessories - April '15

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Industry news Industrynewsupdate Have a news item about your company? Send it to You may include a 300-dpi-resolution image, sized at least 3"x3". For breaking news, use your smart phone and this QR code, or go to Until now, no one has ever made an of- ficial connection between two popular forms of automotive self-expression: vehicle wraps and high-end aftermar- ket wheels. That has changed with the introduction of the Giovanna Edition Supreme Wrapping Film by Avery Den- nison, new vinyl wrap films made in cus- tom colors solely for Giovanna Wheels. Diko Sulahian is president and found- er of WTW Corp., the parent company of Giovanna and other high-end wheel brands. Sulahian and Avery announced their partnership in March at a Wrap Ex- travaganza event he hosted at his "man cave" not far from his home in Newport Beach, Calif. The films are the same material and specs as all of Avery Dennison's Supreme line of films, but come in three colors de- veloped in partnership with Sulahian: Sat- in Pearl Nero, a black with traces of pearl; Satin Pearl Cielo Blu; and Matte Metallic Grigio, a gray with metallic highlights. "We're really excited because this is the first of its kind in terms of a vinyl manu- facturer and a wheel manufacturer pair- ing together to really broaden what the aftermarket space is with wheels and vinyl and really tying it altogether," said Abby Gibbs, channel programs manager for Avery Dennison. At the Wrap Extravaganza, Sulahian and Avery Dennison invited Tire and Wheel Master in Houston; SS Customs in Redwood City, Calif.; Phenomenal Vi- nyl in Oceanside, N.Y.; Wrap Specialists in Linden, N.J.; and Identity Design in Jack- sonville, Fla. The cars they wrapped—all from Sulahian's stable of vehicles—in- cluded a Maserati Ghibli, a Porsche 918 Spyder, a Lamborghini Huracan, and a McLaren P1 customized just for him. "Vinyl is, in my opinion, such an im- Avery Dennison PArtners with GiovAnnA wheels for Custom CombinAtions portant part; the icing on the cake," Su- lahian said. "It's like the final touch that you could do to make the biggest differ- ence on a car." As for the colors—and the agreement between the two sides means there may be more in the future—they came from Sulahian's ideas. He had approached au- tomobile manufacturers about making some of them but they had never been able to pull them off correctly, he said. "What is really awesome about the col- ors that Diko picked is that pearls are re- ally hot on the market right now, as well as metallic," Gibbs said. "So his three col- ors are really on-trend, if not beyond the trends that we've been seeing out today in the marketplace. This car enthusiast market, they're not just looking at wraps, they're looking at wheels, they're looking at tires, they're looking at exhaust, they're looking at the full package." By Tony Kindelspire 54 Restyling & tRuck AccessoRies | April 2015

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