A systematic investigation of the Landau-Levich problem of a viscoplastic material (Carbopol 980 is
presented). The validity of the Landau-Levich scaling is assessed via integral scale measurements of
the width of the coating films thickness performed for various Carbopol concentrations in the presence
and in the absence of wall slip. To gain a deeper insight into the physical origins of the experimentally
observed deviations from the classical 2/3 scaling a full characterisation of the time resolved flow field
around the moving solid is performed and the main differences of the viscoplastic flow patterns with
respect to their Newtonian counterpart are highlighted. The experimental investigation is complemented
by a preliminary asymptotic analysis performed within the framework of the Bingham model