The energy of the West Coast Art and Framing Expo (WCAF) is something truly special. This year, Crescent Brands brought innovation, inspiration, and hands-on experiences to the forefront, connecting with framers, distributors, and artists who share a passion for the craft of custom framing. From exciting product launches to live demonstrations, here’s a recap of the highlights from our time in Las Vegas.
Nurre Caxton: Introducing Marrakesh and More
This year, Nurre Caxton debuted the stunning Marrakesh Collection, handmade in Italy exclusively for Nurre Caxton and inspired by the mystique and romance of Moroccan design. With exquisite craftsmanship, warm patinas, and artisanal details, Marrakesh offers framers a unique option to showcase art, objects, and mirrors. Featuring:
- Four unique finishes celebrating the perfect imperfections of hand-wrought metal.
- Three versatile profiles including a best-selling cap size, a bold wide-faced flat top, and a striking angular wedge.
We also unveiled the tranquil Painted Desert Collection, a serene and versatile selection of painted mouldings set to launch in late spring/early summer. And, as a special preview, we showcased an entirely new framing concept coming this summer—something that created quite the buzz at WCAF. Stay tuned for more details!
Nielsen: Expanding Artist Palette
The Nielsen Artist Palette collection got even better with the addition of Pop Culture – 10 vibrant new colors, perfect for framing everything from sports memorabilia to pop art, kids’ creations, collectibles, and family photos. These bold, saturated tones offer framers even more options to bring energy and personality to their work.
Crescent Matboards: The Mega Specifier Wall
For the first time ever, Crescent Brands displayed the full breadth of our conservation matboard selection on what we proudly dubbed the “Mega Specifier Wall.” Spanning a vast range of colors and textures, this display reinforced Crescent’s leadership in offering the broadest selection of matboards in the industry. Framers loved being able to see, touch, and compare options all in one place, making it clear that we’re here to support every project with the perfect matboard.
Crescent & Bainbridge Curated Collections: Elevating Custom Framing
This year at WCAF, Crescent Brands introduced the Curated Collections swatchbooks, a new way to simplify and elevate custom framing. Designed with precision and purpose, these collections bring together carefully selected matboards tailored to specific framing needs. Whether you’re framing cherished memories, dramatic landscapes, or monochromatic art, these tools help framers achieve polished, professional results with ease.
Three Unique Collections for Every Framing Occasion
The Black & White Photography Collection
Inspired by Ansel Adams’ 11-Zone Theory, this collection is the ultimate tool for framing monochromatic art. Carefully curated from our Crescent Select offerings, it provides:
• Inspired Design: Enhances the depth and detail of black and white photography.
• Perfect Pairing: Ideal for galleries, exhibits, and personal collections.
• Effortless Framing: Simplifies the selection process for framing black and white art.
The Wedding Framing Collection
Celebrate love with this versatile collection, offering five distinct themes from the Bainbridge Fabrics & Textures line. Whether the style is rustic, luxury, beach, antique, or elegant, this collection captures the essence of unique wedding styles with:
• Rich textures and tones tailored to each design theme.
• A selection perfect for preserving treasured memories with sophistication and charm.
The Nature & Landscape Collection
Inspired by the natural beauty of the outdoors, this collection features greens, browns, soft blues, and taupes to complement scenic artwork and photography. Highlights include:
• Artist-Inspired Palette: A harmonious range of colors for modern and vintage landscapes.
• Versatile Use: Perfect for all styles of nature-inspired artwork.
• Streamlined Selection: Simplifies decision-making with thoughtfully chosen matboards.
Valiani: Precision in Action
At the Valiani booth, attendees got a firsthand look at how these computerized matboard cutters can revolutionize the framing process. As the exclusive U.S. distributor of Valiani, Crescent Brands was proud to demonstrate the precision and versatility of these machines. Framers were able to see live demonstrations of intricate cutting and learn how Valiani’s range of machines can boost productivity and creativity in their shops.
Connecting with the Framing Community
Beyond the product launches and displays, WCAF was about building relationships and supporting framers. Over the course of the show, we helped more than 100 framers set up accounts on crescentbrands.com, making it easier than ever to access our products and order samples.
For those who mentioned they’d finish setting up their accounts later—consider this your friendly reminder! We’re here to support you, and setting up your account is the first step to accessing Crescent’s full range of mouldings, matboards, and tools.
Thank You, Framers!
We want to extend our heartfelt thanks to the framing community for visiting us at WCAF, engaging with our team, and embracing everything Crescent Brands has to offer. Events like WCAF remind us why in-person experiences are so important—they spark creativity, build connections, and highlight the passion and craftsmanship that define the framing industry.
If you weren’t able to attend or want to learn more about any of the exciting launches mentioned, we’d love to hear from you. Reach out today or visit crescentbrands.com to explore our offerings and place your sample orders.
Here’s to another incredible year of collaboration and creativity. We can’t wait to see what you’ll frame next!
