No WALLS Barred!
Sumptuous patterns, stylish designs and a luxurious feel epitomise Welter Wallpapers, a brand that is solely distributed in India by importers and distributing giants, Zynna. Ulrich Welter, the man whose vision continues to shape Welter, gives a sneak pee
Passion, soul, creativity and immense grit. Ulrich Welter, the founder of Berliner Manufacture possesses these qualities in admirable measures and ensures that his products reflect the same. His wall coverings take this concept to an entirely different level with their glamour and utter pizazz. With a company that boasts of a turnover which exceeded a million Euros last year, Welter wallpapers is a surprisingly small company, in Ulrich’s words.
“We have only 18 people, of which six are designers,” smiles the salt and peppered designer, who readily admits that he didn’t study design but learnt everything “here”. When he started the Berliner Manufacture 30 years ago, little did he know that Welter Wallpapers would one day be known for their wide range of gold leaf and precious metal wall coverings. Shimmering surfaces, layered textures, graphic drama... Welter wallpapers have them all. Beads, pearls, crystals, the wall coverings that Ulrich Welter offers are works of art that subtly transform a room into a space of sheer beauty and magic. “We do mostly residential projects and all our products are handmade, eco-friendly and waterbased,” reveals Ulrich, “Our idea is to do everything that is possible with walls!” Evidently, their motto is echoed by similar-minded people as Welter’s unique wall coverings have also found their way onto the stages of the Oscar, the Golden Globe and the Emmy Awards! “You know,” conspiratorially whispers Ulrich, “America wants to use our products as cell phone covers!”
While that would take communication to a totally different level, it also brings to light the fact that Welter Wallpapers are what discerning customers and tastemakers choose. “We have always had very good clients,” grins Ulrich. “And the industry has opened up in the last 10 to 15 years.” A statement that is echoed by Retesh Sharma, managing director of Zynna, a company that imports and distributes furnishing and lifestyle brands in India. Welter Wallpapers occupy pride of place in Zynna’s Delhi outlet! Says Retesh, “The essence of Welter is perfection, detailing and high-end technology, but the soul of the company is purely design! This fusion makes perfect sense for Zynna to choose Welter as a strong partner and to distribute its products all across India. The first expression, when we open the welter catalogues is just amazing! The look on the customers’ face is worth capturing. The wall papers are simply one of a kind, never ever seen in the Indian Market before.”
It is this exclusivity and a sense of newness that seems to be Welter Wallpapers’ strength. “See,” explains Ulrich, “always remember that bigger trends change every decade... But basics — like vintage and glamour — always work!” And this is as perfect for international markets as it is for the Indian one. Adds Retesh, “Wallpapers have taken the Indian interiors by storm. They are easy to install, simple to maintain and have a very long life. Plus, the customer is spoilt for choice as there are more than 1000s of finishes available with immediate stocks!” For Ulrich Welter, authenticity, challenges and creativity are buzzwords that make a success of his brand. With select hotels, discerning owners of luxury yachts and private jets and those who want each room of their home to reflect a stately opulence, Welter Wallpapers are the last words in style!