Introduced by woolen cloth manufacturer Milliken Asia, ArtScape uses high-resolution printing to allow brands to advertise on tables in bars and clubs. Director of marketing Duncan Kettell confirmed that the new format is already proving popular in the region.
"We have already seen a terrific response in the Australian market, primarily from drinks companies," said Kettell.
Other target markets in the region include Singapore and Malaysia, where pool is a particularly popular sport, and China, which favours snooker.
"We've already attracted interest from Guinness in Singapore," said Kettell.
"In Malaysia, we're working on a project with cigarette brand Mild Seven."
Guinness is reportedly keen on changing the fabric, and the advertising, every three months, and Kettell confirmed that there is no optimum length of time for which the ad should run.
"That's for the brand to decide," he said. "Six to nine months is the normal change time - generally, that's a good fit for most campaigns."