C L A I M YO U R S PA C E – W I T H D E S I G N E R WA L L M U R A L S F R O M S W E D E N
M U LT I F A C E T E D & V E R S AT I L E :
BELLEWOOD – A R E BE L’S TA K E O N THE CL ASSIC TOILE ST YLE SPECIAL:
INDUSTRIAL romance WELCOME TO THE
rebel OFFICE
It’s only Wallpaper T HE M A K E O V E R
OF A
NIGH T C L UB
C L A I M YO U R S PA C E – W I T H D E S I G N E R WA L L M U R A L S P R O U D LY P R O D U C E D I N S W E D E N
Rebel Walls is a Swedish wallpaper S P E EDY D EL I V ER Y W O R L D W I D E
company offering a wide selection of designer wallpapers printed on demand. The production in Borås, Sweden, is environmentally friendly in waste and energy usage.
BORÅS
R EB ELWA L L S .C O M At the Rebel Walls website, you can browse through our selective design collection, customize and make adjustments, browse our image bank with twelve million images, or create a photographic wallpaper using your own image.
D ES I G N S T U D I O S ER V I C ES If you have your own idea for a wallpaper design, or would like to adjust one of our available designs to fit your current project, contact our design studio. Our designers can help you create something unique by customizing designs to suit your project perfectly, or even use your own design or images.
I N T ER I O R D E S I G N ER A C C O U N T
APPLY FOR INFORMATION +46 (0) 33 20 80 00 hello@rebelwalls.com
With the interior designer account you get access to CAD images, sample ser vice, contact with a dedicated designer and trade prices. Our website is a useful tool for previews and easy order handling with fast deliveries straight to your location.
C O N TA C T & S U P P O R T
HOW IT WORKS
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BUY ONLINE WITH HOME DELIVERY
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I N S IDE
THE
It’s only Wallpaper THE MAKEOVER OF A NIGHTCLUB E DI T O R ’S NO T E Rebel Walls is a brand made for confident individuals who express themselves through their choices and actions. This magazine is meant to be an inspirational asset to anyone who wants to explore the creative possibilities with wallpaper murals.
Bellewood THE REBEL’S TAKE ON THE CLASSIC TOILE
4–9
Multifaceted & Versatile THE MANY FACES OF BELLEWOOD
10–13
14–15
WORK WITH
Mood Boards
16
STYLE SPECIAL:
Industrial Romance
17
Claim your right to your creativity, make space for your unique design ideas, and don’t forget to play. It’s only wallpaper!
EDITORIAL STYLING:
Rustic Dining
18–21
#7 Curious A WALLPAPER COLLECTION FOR THE FEARLESS EXPLORER
22–23
SET THE MOOD WITH
Colorful Wall Murals
24–25
M AG A Z I N E T E A M WELCOME TO THE Emma Rudmark | AD/ Copy / Photography Maria Sjöstrand | Styling /Photography Flamingo illustration (p. 14) by Julia Tyroller Additional Contributions with kind permission from EMILY HENDERSON & TESSA NEUSTADT – stylebyemilyhenderson.com And from TENANT & PARTNER | JASON STRONG – www.tenantandpartner.com
Rebel Office
26–29
Rebel Production
30–33
Index
34
It’s only Wallpaper T HE M A K E O V E R
OF A
NIGH T C L UB
A GREAT MIX OF REAL AND FAKE – THE TROMPE L’OEIL WALL MURAL COMPLETES THE INTERIOR IN THE COFFEE/AKVAVIT BAR
THE WALL MURAL CREATES THE ILLUSION OF A MEDITERRANEAN SMALL TOWN SQUARE, AND THE METAL ON THE BENCHES? – WALLPAPER!
When Klas Tryborn and his business partner Carl Johan Gerlam decided to renovate their nightclub in Borås they knew they wanted something extraordinary, something that combined the relaxed elegance of the bistros of Paris’ sidewalks and the rough but warm charm of New York’s Meatpacking District.
the
interior
decorator
Ann-Louise
Håkansson, and Rebel Walls designer Linda Pålemo. “We knew early on that we had to make some radical choices. The building in itself is spectacular, dating back to at least 1930 – so we felt the pressure as we were starting out”, Klas says. “Ten years ago nightclubs were all about artificial materials and a cold bluish light. Luckily the trend has changed – now there’s a demand for
“We wanted a generous atmosphere
creates a bold illusion welcoming the
multifunctional spaces that welcome
that inspires conversation”, Klas Tryborn
guests.
both the guests that just wanna hang out
tells us as we step into the magnificent
From the owners original vision to the
grand entrance of the nightclub X&Y in
final result the project of giving the night-
Borås, Sweden, where a wall mural of a
club a total makeover grew organically
staircase in an old abandoned building
as a co-creation between Klas himself,
and have a drink, as well as those who like to party late.”
rebel walls magazine | it’s only wallpaper – 5
“We wanted a generous atmosphere that inspires conversation.” – KLAS TRYBORN
6 – rebel walls magazine | it’s only wallpaper
F L EXIBIL ITY & GRAN DEUR THE BACKDROP FOR THE SQUARE SHAPED BAR IS A WORN AND ROMANTIC PARISIAN FACADE. LAMPS IN THE STYLE OF FIN DE SIECLE GASLIGHTS COMPLETE THE ILLUSION.
The result of the transformation is remarkable and stunning. Klas and Carl Johan own a couple of other establishments, and they’ve gone through the process of redecoration and renovation many times previous to this makeover. “When we started out we were well acquainted with the flexibility that digitally printed wallpaper brings to a project. You can achieve astonishing things on a rather small budget. With wall murals you seem to have an endless set of possibilities.” Within
some
areas
of
the
nightclub
wall
murals
influenced the interior, in other cases they just added the final touch. “We needed a good mix of wallpaper textures and real surfaces, between illusion and reality. It’s a delicate balance, but I feel we’ve managed to get it just right”, Klas says. “In this regard our design contact at Rebel Walls – Linda – was a real gem. She understood us perfectly and didn’t rest until she’d found a solution that was spot on.”
rebel walls magazine | it’s only wallpaper – 7
Linda Pålemo, designer at Rebel Walls got the assignment to customize existing wall murals and create new patterns for X&Y from interior decorator Ann-Louise Håkansson. The two of them have worked together on several projects over the years. “Ann-Louise understands the potential of digitally printed wallpaper and for this project she had a very clear vision of what she wanted to achieve,” Linda says, and continues: “She wanted to emphasize the space of the old building, create daring illusions and an elegant mix of exciting surfaces. Wallpaper is an awesome material when you want to make ugly surfaces disappear. Compared to more exclusive materials it achieves a lot of effect in regard to its price.” MORE IS MORE At first, the request was to create just a couple of new wallpaper patterns for the nightclub, but as soon as they were in place more requests started coming from Klas and Ann-Louise, making it a very creatively challenging and fun project. Linda reveals there were even some last minute requests: “Klas had ordered metal sheets that were to be used on some built-in furniture. But when the metalwork could not be delivered in time, Klas asked if I could make a wallpaper pattern that resembled it.” “It was a close call, and an extreme situation, fortunately we’re situated not far from Rebel Walls and I could pick up the wall mural the same day Linda got the order. And what she delivered was not just a quick fix but an alternative to the original idea”, Klas comments. In
the
end
Rebel Walls
delivered
over
500
square
meters of wallpaper for X&Y and more than eleven different patterns, many of them custom-made for the nightclub.
SEVERAL OF THE WALLPAPER MURALS THAT WERE USED IN X&Y NIGHTCLUB ARE IN THE INDUSTRIAL STYLE, REMINISCENT WALLPAPER RESEMBLING METAL ON THE BENCHES IN THE OUTDOOR CORNER WITH THE MURAL WHERE IVY CLIMBS THE HOUSE FACADE WITH THE WINDOW SHUTTERS – A MURAL LINDA MADE FOR THE SPACE IN THE NIGHTCLUB THAT KLAS CALLS THE BACKYARD.
OF ABANDONED BUILDINGS, A TREND THAT WE EXPLORE IN THE COLLECTION #7 CURIOUS. DISCOVER THE COLLECTION ON P. 22, AS WELL AS MORE ABOUT THIS INTERESTING TREND ON P. 17, AND ON REBELWALLS.COM
IN THE CEILING OF THE STAIRCASE FOYER A CHANDELIER HANGS UNDER THE WALL MURAL DEPICTING A CHURCH CEILING. PAPERING THE ENTRANCE CEILING WAS A DARING VENTURE – BUT THE RESULT IS TRULY STUNNING.
rebel walls magazine | it’s only wallpaper – 9
“It has a lot of depth and texture. It feels neither photorealistic nor cartoony – it’s this strange middle ground that is totally perfect.” – EMILY HENDERSON
Bellewood A REBEL’S TAKE ON THE CLASSIC TOILE
P H O T O G R A P H Y: T E S S A N E U S TA D T – S T Y L E B Y E M I LY H E N D E R S O N . C O M
The composition is striking and the result inviting – a mysterious forest grows from the floor and wraps the the room in enchantment. Just like in the well-loved children’s book Where the Wild Things Are by Maurice Sendak if you ask celebrity blogger and decorator Emily Henderson.
A HI S T O R Y O F T O I L E Toile is the French word for cloth, and used as an abbreviation of Toile de Jouy, cloth from Jouy – a French village where a textile mill began hand-printing cotton fabric in 1760. The prints were made with woodcuts
With our most popular wall mural Bellewood we wanted to create a modern day toile wallpaper that maintained the feeling of the original craftsmanship. The sideways repeatable pattern was based on several delicate toile designs and is a compilation of trees from some of the most romantic sceneries.
which limited the pattern-size to around 10 by 10 inches. The patterns had to be small but since they where printed in monochrome (traditionally black, blue and red, on cream colored fabric) they could be intricate and complex. Usually they show a detailed pastoral or mytho-
INTO THE WOODS In March 2016 blogger Emily Henderson wrote about a very personal home decor project on her blog – her daughter’s nursery. Emily is a stylist, author and television host and her blogpost put Bellewood in the spotlight for a wide audience. Henderson, who thinks perfection is boring and encourages a playful approach to home styling with a little sprinkle of weird on top, writes:
logical landscape. Toile became a huge hit at court in the late 18th century and hasn’t lost its popularity yet. It’s one of those timeless designs and can be seen in many contemporary versions.
”I have such newborn nostalgia every time I walk in here and it’s become my favorite room in the house.” With Bellewood as backdrop Henderson created a gender neutral nursery, with green as the dominant color and touches of light pink to soften the impression and adding a cozy warmth to the room. Henderson continues: “This paper is so special. It’s like a mural, with huge impact and a big powerful graphic, but it does have a repeat. It goes from floor to ceiling – so it’s not a decal that stops at the tree and instead continues the white to the ceiling. It has a lot of depth and texture. It feels
DE S IGN S T U DIO T I P S
neither photo-realistic nor cartoony – it’s this strange middle ground that is totally perfect.”
Fill the woods with a love message – let us ’carve’ a beloved’s name in one of the tree trunks!
rebel walls magazine | bellewood – 11
CREATING A PERSONALITY “Playful – yet mature, that was what I was aiming for with this pattern. I wanted a composition that could bring nature into a room without being too obvious,” says Johanna Ek, Design Manager at Rebel Walls. “I wanted to combine a graphic statement design with a warm and generous expression. Bellewood is all that. The pattern works well in a lot of different settings and I believe that is why it has become so popular.”
T H E S T Y L I S T ’S T I P S F O R T H E N U R S E R Y It’s easy to forget the need for storage when you decorate a room for a small child. With a newborn there’s no need for a lot of storage – you need the crib, somewhere to sit comfortably, and a small box for the first toys maybe – but as the child grows, so does the number of items in the nursery, as well as their size. Invest in good storage possibilities from the start and plan the room accordingly. Is built-in storage an option? In that case organize the rest of the room from there. Otherwise a shelf with the correct dimensions for your wall, from the flea market is a great alternative. If you decide on an open shelf system for storage make sure you invest in storage boxes and hat boxes for the smaller things. Mark up the boxes so that things are neatly organized and easy to find even with a baby on one arm.
ARE OUR WALLPAPERS SAFE? OUR WALL MURALS ARE PRODUCED WITH CARE FOR HUMAN HEALTH AND THE ENVIRONMENT, MEANING THAT… …NO SOLVENTS ARE USED ANYWHERE IN THE PRODUCTION PROCESS. …THEY ARE COMPLETELY VOC FREE. …WITH THE PRINT-ON-DEMAND TECHNIQUE THE AMOUNT OF WASTE IS REDUCED TO ALMOST ZERO. …OUR WALLPAPERS ARE 100% RECYCLABLE. … THE ADHESIVE/GLUE (THAT IS INCLUDED IN THE PURCHASE OF OUR WALLPAPER) IS A SOLVENT AND VOC-FREE STARCH BASED PASTE PRODUCED IN THE SOUTH OF SWEDEN.
12 – rebel walls magazine | bellewood
“As soon as you walk in, you’ll feel like you stepped into Narnia thanks to the forest wallpaper Henderson used to create murals on both sides of the room.” – LAUREN SMITH, HOUSE BEAUTIFUL
rebel walls magazine | bellewood – 13
The rainbow colored version of Bellewood covers the walls of the marketing department at Rebel Walls – the home of flamingos, sleepy cactuses, a lot of creative whimsiness, and one SEO virtuoso. Come and visit and we’ll show you where the unicorns graze!
Multifaceted & versatile
T H E M A N Y F A C E S O F BE L L E W O O D
The romantic and mysterious Bellewood forest comes in five colors – the original fairytale green, the classic toile monochromes black, blue and red, a soft silvery version, and a modern rainbow colored composition – which means Bellewood does really well in many different settings and rooms: children’s rooms, hallways, modern or classic style kitchens and, yes – offices! But of course our design studio can color it anyway you want if you need a fairytale forest to go with a certain color theme. IF YOU WANT TO SEE HOW DECORATORS ALL OVER THE WORLD HAVE STYLED BELLEWOOD – FOLLOW US ON PINTEREST! pinterest.com/rebelwalls
THE RAINBOW COLORED BELLEWOOD EVOKES PLAYFULNESS, AND IS THEREFORE PERFECT FOR ROOMS WHERE CREATIVE ACTIVITIES TAKE PLACE: CHILDREN’S ROOMS, STUDIOS, OFFICES AND KITCHENS – ALL THOSE ROOMS WHERE PEOPLE PLAY, MEET, DISCUSS, EAT, MAKE PLANS, LOVE, LIVE AND DREAM...
ORDER WALLPAPER SAMPLES – REBELWALLS.COM
Mood Boards WORK
WITH
Need to claim some space for your thoughts and ideas? A mood board is a great start – whether used simply for inspiration or to get an organized overview. Collect pictures, wallpaper samples, cut-outs, fabrics – anything that will enhance the feeling that your’re trying to create. For this purpose you can order wallpaper samples on our website.
16 – rebel walls magazine | work with mood boards
romance
STYLE SPECIAL :
I N DUST R I A L As a contemporary version of the undercurrent of Gothic aesthetics, that has been present in popular culture for the last century or so, Industrial Romance can at present be spotted everywhere in interior design and home decor. The Gothic style was born during
Both are cultural descendants to
the urbanization of the industrial
Gothic literature, and the legacy
era and has walked hand in hand with
of the Victorians and their morbid
the rise and decay of our big cities. The
obsession with mortality, is at the
Gothic style has been popularized for
heart of Industrial Romance, which
a wider audience in recent years by
combines a strong sense of wonder
for example tv-series like Showtime’s
with a slight taste for the morbid and
Penny Dreadful, where a bestiary of
macabre.
Place large bouquets of cut flowers in the
known literary figures walk the streets
TAKE A CLOSER LOOK
catching centerpieces in your decoration.
of late nineteenth century London.
Aesthetically
Use the raw industrial style as a base and add rough and natural textures like wooden branches, wool, and heavy rustic fabrics.
neo-baroque style, in glass vases, as eye-
beautiful Victorian monsters and wellit’s
slightly
more
baroque, enticing, flamboyant, than GOTH GOES RUSTIC
GE T T H E S T Y L E
you would assume at first glance.
Wallpaper pattern designs that complete the Industrial Romance style:
Industrial Romance might seem sweet
Like Gothic literature’s favorite
and residential compared to its more
persona, the archetypal Byronic Hero –
Vintage wooden boards or tiles
extreme and elaborate cousin steam-
it is dark and seductive, yet romantic
Large floral patterns
punk – even if the styles converge and
and warm.
Trompe l’oeil collections of oddities
overlap and borrow elements from
Raw and withered industrial surfaces
Vintage maps
one another.
rebel walls magazine | industrial romance – 17
rustic DINING EDITORIAL
STYLING:
The wallpaper Bleached Oddities shows off a peculiar collection of fossils, shells, religious relics, delicate porcelain, strange toys, and more. At first glance it appears almost timid – a sophisticated backdrop for the Scandinavian style – but with a closer look it comes to life. This is the rebel’s extraordinary alternative to plain whitewashed walls – still bright and elegant but with an added character, warmth and whimsy. THE STYLING STORY Maria Sjöstrand, Rebel Walls’ house stylist and photographer, says that with this styling she chose to do a minimalistic rustic styling to accentuate the remarkable wallpaper. “It works so well in a public, but non-formal, setting – the pattern is large and bold but still sober and detailed. The soft coloring scheme makes it discreet – and elegant. I like that it’s possible to pull details from the wallpaper and use in the decor. The table is set in a sophisticated and minimalistic manner, and not over-decorated – I wanted it to be a little bit messy and rough. The same relaxed combination between sophistication and playfulness that we can see in the wall mural.”
18 – rebel walls magazine | rustic dining
DO YOU WANT TO CREATE AN ATMOSPHERE THAT’S PEACEFUL BUT EXPRESSIVE? THIS WALL MURAL LOOKS DISCREETLY ELEGANT, BUT A CLOSER LOOK REVEALS THE ODD MIX OF OBJECTS ON DISPLAY – A FANTASTIC COLLECTION THAT DEMANDS TO BE EXPLORED. THE PATTERN CONSISTS OF BEAUTIFUL WHITE OBJECTS OF VARIOUS ORIGIN AND WILL CREATE AN ELEGANT SETTING FOR DINING.
T H E S T Y L I S T ’S T I P S Bring nature indoors – naked branches, fossils, bones and stones, will compliment the sophistication of this wall mural perfectly. Natural textures – linen fabrics and sheepskin – will provide additional structure and warmth. Wooden surfaces with a rustic feel, classic white porcelain, glass vases, and candlelight, will enhance the relaxed feeling.
BLEACHED ODDITIES IS A PATTERN IN THE CURIOUS COLLECTION. WITH ITS ELEMENTS OF MEMENTOS AND ODDITIES IT EMBODIES MANY OF THE SENTIMENTS FOUND IN INDUSTRIAL ROMANCE.
20 – rebel walls magazine | rustic dining
THE CREATION OF THE MURAL Johanna Ek, design manager at Rebel Walls has always had a fondness for bringing white objects together in fanciful patterns. “For Bleached Oddities I was inspired by the daring vision of Hueso Restaurant, The Restaurant of Bones, in Mexico, where thousands of animal bones cover the walls like a macabre skin of white texture. Another huge source of inspiration was the Swedish artist Micheal Johansson, and his art installation Ghost that neatly stacks white objects against a wall.” THE AESTHETICS OF WHITE OBJECTS The pattern was created from a mix of objects from everyday life – tools and toys, cutlery, a sewing kit, lightbulbs – and some natural elements such as branches and bones. Everything got a stroke or two with white paint in the design studio and was framed or boxed. “I’m in love with the aesthetic expression of white objects that have been combined to create a new form. The result in this case became a wall of odd things in a soft whitewashed color scheme that will adorn any room.”
DE S IGN S T U DIO T I P S Can anything become a wallpaper pattern? The rebel’s answer is yes! – it is possible to create a wall mural design from any illustration or high-resolution photography. Your collection, pages from your favorite book, an old letter – or just a word or feeling – let us help you claim some space for your flamboyant visions, and design a truly unique wallpaper together with you!
“I’m in love with the aesthetic expression of white objects.” – JOHANNA EK
C U R IOUS A WA L L PA P E R C O L L EC T I O N
FOR THE FE ARL ESS E XPLORER
Like in a cabinet of curiosities strange artifacts have been arranged in this collection to be marveled at. Worn surfaces and abandoned buildings have been discovered and brought back by the urban explorers. There is beauty in the odd and peculiar, beauty in decay – and with this collection we urge you to take a second look and venture into this world with curiosity. ABOU T THE COLLECTION The Curious Collection is a collection of wallpaper designs in the industrial style, designed to celebrate the movements and aesthetics of urban exploration, steampunk and Industrial Romance. In the collection you’ll find surfaces reminiscent of the early days of industrialization, trompe l’oeil patterns inspired by and created from the collections of taxidermied animals, anatomical models and apothecary bottles found in nineteenth century museums, as well as suggestive murals based on pictures from withering abandoned buildings. Collectibles, mementos, oddities Taxidermied animals Anatomical fascination Urban decay Victorian invention and adventure 22 – rebel walls magazine | #7 Curious
THE BIRTH OF THIS WALL MURAL – PERSPECTIVE MANOIR – WAS A LUCKY COINCIDENCE. WHILE SHOOTING PICTURES FOR THE LAUNCH OF THE CURIOUS COLLECTION ON LOCATION A CRUMBLING FACTORY BUILDING WAS DISCOVERED. WITH ITS WITHERING WALLS AND TALL WINDOWS IT WAS NOT ONLY A PERFECT SETTING FOR PRESENTING THE COLLECTION – WITH THE LIGHT SIFTING THROUGH THE FOLIAGE OUTSIDE IT WAS A WALL MURAL IN ITSELF. SINCE THE WALLS AND FLOOR ALMOST CAVED IN WHEN SHOOTING THIS PHOTOGRAPH IT MAY VERY WELL BE THE LAST IMAGE CAUGHT OF THIS BEAUTIFUL INNER FACADE.
SE T THE MOOD
WITH
Colorful Wall Murals P H O T O G R A P H Y: J A S O N S T R O N G
In collaboration with pS Arkitektur the Stockholm based company Tenant & Partner has made good use of colorful wall murals. For their client they have created a workplace where color helps to frame the different spaces, and define their purpose.
T H E S T Y L I S T ’S T HO U GH T S ON C O L O R Colors are something we’re strongly affected by, but not always aware of. How to make great color choices? Work with contrast and use several shades to get something interesting and dynamic. Emphasize a color with a contrasting one.
MANAGE ENERGY – NOT PRODUCTIVITY
Bright colors will make a room feel larger, while dark ones
To use colorful wallpaper murals is a great way to create a
will do the opposite.
vibrant or soothing atmosphere and boost employees’ energy levels, and thereby affect their general wellbeing and productivity. In this regard wallpaper has the upper hand to painted walls, since it can easily accomplish nuance, shading, structure, and resemble the play of natural light – effective especially when there is none.
24 – rebel walls magazine | set the mood with colorful wall murals
A dark ceiling will appear lower than it actually is, but with a bright ceiling and a dark floor, focus will be on the floor, and the furniture will stand out more.
BROWSE THE REBEL WALLS ASSORTMENT BY COLOR ON THE WEBSITE AND FIND WALL MURALS FOR EVERY MOOD.
COLORFUL WALL MURALS CAN BRING A CERTAIN ENERGY TO A ROOM. USE FOR EXAMPLE… … colors in the warm spectrum, such as RED and ORANGE to boost activity. … the colors YELLOW, GREEN and BROWN for spaces that are intended for intellectual and problem-solving activities. … colors in the cold spectrum, such as BLUE, as well as PURPLES – a mix of cold and warm – and all kinds of PINK, to inspire creativity. These colors are connected to spirituality, and can be used in rooms dedicated to contemplation.
RED increases our heart rate and circulation and
GREEN reduces stress, gives us a boost of
is therefore good to use in spaces where a lot of
confident energy, and is highly suitable for rooms
energy and a high pace are needed.
where people work for long periods of time in artificial light, whereas BROWN details can be
ORANGE has somewhat the same effects, but is
used to make an otherwise barren room appear
less provocative – a side-effect with red is that
more cozy and inviting.
it can provoke aggression – orange is therefore preferred in rooms that are intended for high-
BLUE is considered to relieve tension and
energy activities that take time.
strengthen our immune system, and therefore good for rooms intended for rest and comfort.
YELLOW is considered to sharpen our mind and memory. It has been called the color of intellect
Both PURPLE and PINK are colors used for
and is great to use in rooms where you want to
therapeutic purposes. Purple has been associated
affect efficiency and productivity.
with spirituality, and pink with love and liberation, and both colors can be a good choice for environ-
The earthy colors GREEN and BROWN are both
ments intended for creative thinking and healing.
effective to increase concentration. rebel walls magazine | set the mood with colorful wall murals – 25
WELCOME TO THE
rebel
OFFIC E
The headquarters of Rebel Walls is situated in an old building, not far from Jim Dine’s statue of Pinocchio in Borås, and houses production, the design studio, customer service, the marketing and sales departments. THE SECOND TIME AROUND When Irene and Christofer Gimmersta started Rebel Walls it was their second time around as entrepreneurs in the wallpaper industry. And this time around they wanted to do it right – all the way. “The wallpaper industry is an old one, but with recent years’ rapid change in customer behavior and demand, the industry has undergone a huge shift. It is such a great feeling to have been a driving part of that change!” says Irene. “It’s only wallpaper, but even wallpaper can have an impact. Personally I believe it’s a basic human need to make room for oneself – interests, hobbies, passions – for the creativity that’s immanent in every person to such a degree that it can be said to define us as humans. And I want to give people a chance to do that – to claim their space – in the way that I know best – by developing and producing high-quality designer wallpaper murals and services in connection to that product.” AT THE REBEL WALLS HEADQUARTERS EVERY EMPLOYEE HAS CHOSEN A WALLPAPER MOTIF FOR THEIR OFFICE THAT THEY THINK REPRESENTS OR INSPIRES THEM. WHICH MEANS THAT EVERY ROOM HAS A CHARACTER OF ITS OWN – JUST LIKE THE PEOPLE WORKING THERE.
rebel walls magazine | welcome to the rebel office – 27
IT IS IMPORTANT FOR IRENE GIMMERSTA TO A GENERATE A RELAXED ATMOSPHERE IN HER OFFICE. IN ONE CORNER A BIG COUCH SERVES AS A PLACE FOR INFORMAL DISCUSSIONS AND CREATIVE CONVERSATIONS. “I CAN FEEL MY THOUGHTS TAKE FLIGHT HERE. THE WALLPAPER AND THE AIRY FEATHER LAMP CERTAINLY ADD TO THAT FEELING. I LOVE THE CALM SERENITY OF THIS ROOM.”
“Creativity is what defines us, more than anything, as a species.” – IRENE GIMMERSTA, CO-FOUNDER AND CREATIVE DIRECTOR AT REBEL WALLS
rebel PRODUCT ION AT THE HEART OF
It’s the heart of Rebel Walls – a production hall where wallpaper murals are digitally printed and shipped off to more than fifty countries. A BIGGER PICTURE Pontus Grändborn, Production Manager at Rebel Walls, knows all there’s to know about how crucial moisture is for the printing of wallpaper. “Keeping an optimal temperature and humidity is trickier than imagined. It’s important to keep a good balance – pretty much like in life in general.” Pontus rides his bike between his home and Rebel Walls headquarters, 13 kilometers twice a day. He also makes an effort to make sure that the production of wallpaper at Rebel Walls is highly effective and sustainable. “We’ve been cutting edge from the very start but there’s always room for improvement. Last year we found a new local manu-facturer for the adhesive that we include in every order. It might seem like an insignificant detail, but if you look at the bigger picture it’s the small details combined that will make a difference in the long run.”
“It’s the small details combined that will make a difference in the long run.” – PONTUS GRÄNDBORN, PRODUCTION MANAGER
rebel walls magazine | rebel production – 31
THE TWO TECHNICIANS WHO OPERATE THE DIGITAL PRINTER MAKE SURE THAT REBEL WALLS CAN PRINT 400 SQUARE METERS OF WALLPAPER PER HOUR, TO BE DELIVERED WORLDWIDE WITHIN DAYS. THE TRUE 1200 DPI/HIGH DEFINITION PRINT QUALITY ON A 150 G/M2 NON-WOVEN SUBSTRATE IS NOT ONLY DURABLE AND EASY TO HANG, BUT ALSO 100% RECYCLABLE.
WITH THE DIGITAL PRINTING TECHNIQUE THE WALLPAPER DESIGNS ARE NOT LIMITED BY PATTERN REPEATS OR NUMBER OF COLORS. IT IS POSSIBLE TO PRINT LARGE-SCALE MURALS, AS WELL AS PATTERNS WITH INTRICATE DETAIL, LIKE THIS ONE – THE WALL MURAL NOBLESSE OBLIGE, FROM THE CURIOUS COLLECTION.
rebel walls magazine | rebel production – 33
I N DE X
of wallpaper mural s seen in thi s i ssu e P AGE N A ME A RT. NO. 2 Your Own World, Concrete R13921 Bellewood, Grey Toile R13054 5 Panel R12881 6 Deconstructed Domino R14281 Concrete Trellis R12781 Perspective La Rue R12781 Patina R12711 7 Perspective La Rue R12781 Patina R12711 8 Perspective La Rue R12781 10 – 13 Bellewood R13051 14 –15 Bellewood, Rainbow R13052 17 Briar Roses R14541 Tin Plates Ontario R12851 Bellewood R13051 Perspective Manoir R14201 Meadow R13141 Leather Rhombs, Vintage R13932 Birch Bark Braids, White R13932 Frontage R12011 Cabinet of Curios, Raw R14182 18 – 20 Bleached Oddities R14311 22 The Memory Box R14261 23 Perspective Manoir
R14211
24 Bellewood R13051 Colour Clouds, Chili R13272 Colour Clouds R13271 25 Radient R12611 Dream Weaver R12891 26 Your Street, Meadow 27 School Atlas R13901 Panel R12881 28–29 Paper Mountains R13871 31 Bellewood R13051 33 Noblesse Oblige R14431 35 Paper Mountains R13871 36 Bleached Oddities R14311
34 – rebel walls magazine | index
C L A I M YO U R S PA C E – W I T H D E S I G N E R WA L L M U R A L S P R O U D LY P R O D U C E D I N S W E D E N
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