OFF THE WALL
CREATE A SEASON-SPECIFIC ATMOSPHERE, MAKE YOUR STORE’S WALLS PLAY MUSIC, OR SET OFF A FIRE ALARM: HOW A NEW GENERATION OF WALLPAPERS CAN ENHANCE YOUR BRICKS-AND-MORTAR SPACE
REPORT
Wallpapers are a powerful storytelling tool; they can channel a store’s concept or a product’s philosophy. The Gucci Garden Store interiors in Florence is a good example of how they can be used to communicate a brand’s message: the wallpapers adorning the space reflect the designer Alessandro Michele’s passion for decoration and the brand’s key codes. Floral and decorative patterns often recall prints from Gucci’s collections.
Changing wallpapers in your store, or a part of it, can help to create an ambience specific to the collection you are selling. For instance, Roi du Lac’s wallpapers evoke travel themes: the recent lines contain references to Rome, Mexican and Turkish towns, and Asian motifs with chinoiserie and japonaiserie elements – great for creating a corner displaying Chinese or Japanese designers respectively, or showcasing international collections with a wanderlust vibe.
Besides, contemporary wallpapers can provide not only an aesthetic background but also functional support. Take ‘Conduct’, an interactive wallpaper created by Flavor Paper and UM Project. When touched, it comes alive with sound, light and motion. ‘Conduct’ can be customized to perform various functions: for instance, a copper relay bar can activate fans to produce a gentle breeze.
Functional wallpapers are currently being created in multiple labs around the world: thus, researchers at the Shanghai Institute of Ceramics, Chinese Academy of Sciences have recently developed a wallpaper that can detect fires and set off fire alarms. The paper contains nano-wires made from hydroxyapatite, which is resistant to fire, and coated in ink made from graphene oxide. They are not yet produced on an industrial scale, but Professor Ying-Jie Zhu, who led the project, said in an interview that the lab was discussing collaborations with manufacturers.
Some wallpapers, though not functional, are showpieces that make for strong (and highly Instagrammable) interior features. At the first edition of the Ventura
Future exhibition during Milan Design Week, Argentinean artist Daniel González presented a 3D wallpaper collection that was based on a unique collage technique employing the metallic polypropylene Mylar as its main raw material. Carefully cut out by hand, each Mylar stripe defines the surface of this wallpaper concept: densely stitched intersecting stripes generate an interplay of light and reflections. ‘Mylar Wall’ is produced in standard rolls to be ordered directly at Daniel González Studio. Meanwhile, at the last Fuorisalone in Milan, the American artist Liz Collins presented the ‘Fur Room’ project whereby she transformed selvage waste from Sunbrella’s fabric mills into a cardboard and fabric ‘fur’ wallcovering. Each multicolored panel is unique, and the combination of the selvage with the corrugated cardboard creates a striped and rhythmic patterning and multidimensional effect. This piece can hopefully inspire interior design ideas for fashion retailers who care about sustainability and recycling.