Q&A with Duncan MacOwan

Head of Marketing and Events, FESPA

By James “Ruggs” Kochevar

The world of vehicle wraps has evolved significantly over the past two decades, becoming a cornerstone of the graphics and print industry. At the forefront of this evolution stands FESPA, a global federation of national associations for the screen printing, digital printing and textile printing community. In this Q&A we explore the history and future of wraps within FESPA events, exploring how competitions like the World Wrap Masters have shaped the industry and what lies ahead.

Q. Tell us how wraps gained a foothold in FESPA.

A. Wrapping has been a part of FESPA exhibitions for over 20 years. From the early days of vinyl graphics, wrappers and sign and graphics shops have been attending both FESPA Global Print Expo and

FESPA Mexico. As interest in wrapping surged in the 2000s, we introduced the Wrap Cup competition in 2010, creating a focal point for the community within the FESPA Global Print Expo. The event was so well-received that we brought it back in 2011. In 2012, we launched the World Wrap Masters Series, which featured competitions at all our shows, with winners competing for the title of World Wrap Master at FESPA Global Print Expo 2013. Since then, it has become a key highlight of our events.

Q. How were you chosen to lead the wrap exhibition portion at the events?

A. When I joined FESPA in 2010, I was quickly immersed in the world of specialty print and wrapping. With a background in event production and experiential content, I was asked to lead the delivery of the Wrap Cup, alongside other engaging experiences at that year’s FESPA Global Print Expo. As a self-confessed petrolhead, I loved seeing how car wraps transformed vehicles, and I was warmly welcomed by the wrap community. It was a great learning experience, and my passion for the wrap industry has grown ever since.

Q. How did World Wrap Masters come to be?

A. Since 1963, FESPA has always been about connecting people globally, sharing expertise, and building lasting relationships. After seeing the success of the Wrap Cup, we decided to launch the World Wrap Masters Series in 2012. The aim was to find, challenge, and celebrate the best wrappers in the world. Since its launch, the series has expanded significantly. We now host World Wrap Masters competitions at every FESPA exhibition—including events in Brazil, the Middle East, Mexico, Eurasia, South Africa, and our new WrapFest event. Additionally, national competitions are held in countries like Denmark, Sweden, Japan, Belgium, and Spain, all culminating in a grand final at FESPA Global Print Expo.

Q. What inspired you to start Wrap Fest?

A. One of the best things about the World Wrap Masters Series is seeing how the wrap community comes together. Despite being in competition, participants are always eager to share tips and techniques with each other. We launched WrapFest to give this community an even deeper experience, with a pure focus on wrapping, PPF (paint protection film), and detailing. It’s an education and experience-led event with over 60 demonstrations, 16 presentations, workshops, and, for 2024, a business surgery with Yiannimize. It also features competitions like the World Wrap Masters UK & Ireland, the Wrap Warrior competition, and fun experiences like simulator racing, a show-n-shine of wrapped rides and the wrap party. Of course, it’s a chance to get hands-on with the latest materials and connect with others in the industry.

Q. What sets Wrap Fest apart from other events in the market?

A. The educational opportunities at WrapFest are second to none, offering new and experienced wrappers valuable insights—all included in the ticket price. What really makes it stand out is the venue: an iconic Formula One race circuit. The demos and World Wrap Masters competition are held in the same pit lanes used by racing legends, which is an amazing experience for motorsport fans. WrapFest is also where you’ll see world-first material launches, making it an exciting event for anyone in the industry.

Q. Do you consider World Wrap Masters the "standard" for wraps competitions and why?

A. We’re incredibly proud of the World Wrap Masters Series and believe it sets the global standard for wrap competitions. It’s the only series with events worldwide, where national and regional winners have their travel and accommodation covered to compete in the final. Our expert judges, many of whom are past World Wrap Masters champions, bring deep industry insight and ensure a transparent, fair, and consistent judging process across every event. Competitors receive valuable feedback, and thanks to our partners, there are prizes and goodies for everyone who participates.

Q. How many events do you have on the calendar for 2025?

A. We’re currently midway through the 20242025 series, which will conclude with the final at FESPA Global Print Expo in Berlin, Germany, from May 6th-9th, 2025. This series includes 10 national and regional qualifying competitions, leading up to the final event.

Q. What are your expansion plans for the future?

A. We’re always open to expanding the World Wrap Masters Series and welcome inquiries from anyone interested in hosting an official event. As

for WrapFest, it’s growing stronger in its second year, with more educational opportunities and more brands participating. We’re currently finalizing plans for the next WrapFest and will continue working closely with the community to determine the best location and timing for future events.

Q. What type of growth do you expect from the wraps market in the next 5, 10, 20 years?

A. The wraps market is poised for substantial growth, driven by increasing demand for customization across industries, especially in automotive. The global market for automotive wrap films is projected to exceed $25 billion by 2030, with Europe emerging as a pivotal region for this industry. In the next 5 years, I expect to see even more widespread adoption of wraps for personalizing vehicles, not just cars but across various transport sectors like marine, aviation, and even public transportation.

In 10 years, innovation in wrap technology will likely play a major role, with developments in self-healing materials, more sustainable wrap options, and advanced application techniques. The rise of electric vehicles will also drive demand for wraps that offer both aesthetic appeal and functional benefits, like enhanced aerodynamics or thermal regulation.

Looking 20 years ahead, I foresee wraps becoming even more integrated into mainstream consumer and business practices. As more brands focus on sustainability, wraps will likely replace traditional painting methods in industries such as architecture, interior design, and retailenvironments, offering a cost-effective and eco-friendly solution for customization and branding.

The wrap industry continues to demonstrate remarkable growth and innovation, with FESPA playing a pivotal role in its development. Through initiatives like the World Wrap Masters and the newly introduced WrapFest, FESPA has created platforms for education, competition, and community building within the sector. As we look ahead, the future of wraps appears bright, with projections suggesting a global market exceeding $25 billion by 2030. From automotive customization to potential applications in architecture and public transportation, wraps are set to transform various industries. With ongoing advancements in materials and techniques, the wrap industry is poised for exciting developments in the coming years, promising new opportunities for creativity, sustainability, and functionality.