Wallpaper Magazine No1 English by Boråstapeter AB

WallpaperMagazine

issue.01

3063 Copacabana

1908 Eternal Harmony

for the 5

love of 7

wall paper 9

CONTENT FALSTERBO14 EXPECT THE UNEXPECTED20 BRING THE ROOM TO LIFE26 THE APARTMENT38 COLOUR PROS46 HATS OFF TO THE WALLPAPER50 FROM IDEA TO WALLPAPER60 GRACEFUL STORIES 64 SUSTAINABILITY ACROSS THE BOARD 72 MIX METALLIC 76 WALLPAPERS TO ADORN THE WORLD 82

7262 Mirage

1774 Vertigo

A solid sense of tradition makes us curious about the future Entering the Boråstapeter office and factory in Borås, Sweden, is like stepping inside the past and present all at once. There are so much tradition and pride in craftmanship and that feeling permeates everything we do. The over 115-year-old legacy of wallpaper manufacturing, pattern troves and methods from the past blends seamlessly with design and innovation, award-winning wallpaper patterns, cutting-edge creativity and technological development. Here you can find the absolute latest in sustainability and an enormous curiosity about interior decor and the future of the industry. Boråstapeter is well established in Sweden and beyond, and now adorns walls all over the world. Our experience and expertise allow us to be bold and inspire us to be surprising and pull out all the stops – both when it comes to our collections and our efforts to evolve. This year we launch several exciting collections and collaborations, such as the new interpretation of our classic collection “Falsterbo III” and our first Studio Collection “The Apartment" where our designers experiment with style, expression and material. In the design collaboration with the lifestyle brand Newbie, we have created a collection of wallpapers for the small ones. We have also developed a new and updated visual identity for Boråstapeter, along with new guidelines for our sustainability initiatives. The magazine you’ve just opened is also the result of wanting to make a statement and a desire to surprise. If you keep looking, you will understand what we mean. We want to share our expertise and present our collections in a different way. We want to explain the process of creating a collection, mixing the perfect colours, printing the most beautiful wallpapers. And with a bit of a wink, we want to place our wallpapers in a brand new context. Read, look, enjoy. And the next time you find yourself in a room with Boråstapeter wallpaper on the walls, remember our traditions and sense of curiosity. Run your hand over the surface, notice the mood and light in the room – and consider the proud craftsmanship behind it all. Let us inspire you with our first Wallpaper Magazine!

FALSTERBO

THE SEASIDE TOWN BEHIND THE PATTERNS PHOTO Anton Bengtsson

At the southwestern point of Sweden is the town of Falsterbo – a little community that has evolved from a medieval trade centre and fishing village into a fashionable beach town and tourist magnet. Sand, sea, architecture and nature provide fantastic conditions for creative inspiration as well as experiences beyond the ordinary.

Among the rolling beach dunes in Falsterbo and its surroundings you can find over a thousand small cabins. The first ones were built over 100 years ago.

OUR GEMS FALSTERBO KONSTHALL Art gallery

The Falsterbo Strandbad experience centre is home to this bright and beautiful art gallery, which offers constant challenges and experiences in the spirit of culture and art. Discover everything from exciting contemporary artists to nature’s craftsmanship. FALSTERBO BIRD OBSERVATORY

500 million migratory birds pass every year, so a winged experience is guaranteed. Here, you can see mighty birds of prey and cheerful little birds on their way to new destinations. A guided tour with plentiful information and bird ringing is a must. FARMOR IDA’S BISTRO, VELLINGEBLOMMAN

Lunch and brunch with local ingredients, homemade sourdough bread and a wonderful atmosphere. Bring home your favourite flavours from the adjoining Matboden shop, and check out inspiring themed exhibitions. HOLMDROP’S LAXRÖKERI Salmon smokehouse

The focus of the famed Skanörs Fiskrögeri is primarily on smoked salmon and the shop, rather than the restaurant – but this is still a natural choice if you want to enjoy regional fish delicacies. And if you’re looking for restaurants, there are many others nearby in the harbour.

At one time, the sands of the Falsterbonäset peninsula served as the residents’ greatest enemy. Capricious winds from the surrounding seas blew the sand dunes, causing them to wander and changing the contours of the landscape, threatening to bury the little communities on this tiny peninsula at the southwestern corner of Sweden. Ultimately the people decided to try to stop the sand from migrating by building parks and residents of the region were all asked to plant trees. Those trees now form the foundation of a breathtaking natural environment with a rich variety of species and today, the sand is the region’s greatest asset. Each year it attracts tons of tourists who come to enjoy the 40-km-long white sandy beaches with shallow water and tall dunes. About 10,000 people live in the communities of Falsterbo and Skanör year-round. But during the warm summer months, the number of residents increases spectacularly and the towns are now two of Sweden’s most popular spots to visit for a swim, with a unique feel and style – an environment like none other in Sweden. Its proximity to the rest of Europe gives it a continental feel, as does its historic connections to the countries across the sound and the Baltic Sea. And with its natural scenery and nearness to the ocean and moors, it is also Nordic. Residents and visitors mix and mingle, which nurtures cultural diversity. Just a few kilometres from the metropolitan feel of Malmö, not to mention the urban pulse of Copenhagen – yet still completely surrounded by nature.

little houses and it’s easy to get lost in thought and geography. Boulevards, commerce and the bustling tempo of a shopping centre are all absent here; this is a place for a leisurely stroll, to see and be inspired by the urban structures, a castle, windmills and churches, and to listen to the echoes of history. Falsterbo’s centuries-old legacy as an international marketplace lives on.

WIDE SELECTION

But Falsterbo isn’t just lazy days, pleasurable culinary experiences and plentiful shopping. Active types will find something here as well. A gravel path from Skanör to Ljunghusen is just one of many beautiful settings where runners, exercisers, cyclists and riders intermingle. And every summer the Falsterbo Horse Show draws equestrian fans of all ages, global stars and future hopefuls to competitions with international status, making the area the focus of the equestrian world for an entire week. Falsterbo is vibrant. From the ocean waves crashing on the shore and the wind whistling against the colourful bathing huts lined up in a row. From the rustling leaves and pine needles in all sorts of trees to the countless bird species flying over the moors. Between the beautiful buildings along the streets and lanes. Falsterbo isn’t just a site worth seeing – it’s a place whose colours, nature and atmosphere stay with you when you leave.

HISTORIC LEGACY

Fishing has always played a significant role on the Falsterbonäset peninsula. The abundant herring fishing once laid the foundation for the towns in the Middle Ages and today, fishers catch flatfish in the Falsterbo channel, which divides the peninsula from the mainland. Restaurants proudly proclaim local specialties from the abundant ocean. And plenty of restaurants, cafés and pubs line these cosy streets, which lends to the continental vibe and creates an atmosphere of perpetually mild summer nights coloured by music, aromas and flavours. ACTIVE LEISURE

What is it that draws people to Falsterbo and Skanör? The regions have essentially merged; all that marks the border between them is a seaweed embankment and over time, they have been shaped by tourism and an expanded offering for visitors. The beach in Falsterbo frequently tops lists of the best in Sweden, which attracts people of all ages. It is family-friendly, sunny and varied. If you grow tired of sunshine and swimming, there are loads of activities like kite surfing or searching for amber. Vellinge Municipality, to which Falsterbo belongs, has invested heavily in sharing the beautiful natural areas and information about the region with a recently built educational centre at the beach. Nature, the special light and gorgeous views have always drawn artists to Falsterbo and inspired creatives and writers. But even the manmade environments have a special charm. The city centre is filled with picturesque 18

In Falsterbo, it is a long-standing tradition to walk down to the sea in slippers and bathrobes in the sunrise for a revitalizing morning dip from the jetty.

EXPECT THE UNEXPECTED Why limit yourself to the walls when the ceiling exists? Infinite surfaces just waiting to take lead with a firework of magic pattern that surprises the eye. PHOTO Eugeni Pons

Back wall: 7272 Marble Front wall: 4566 Waterfront

3053 Madison

1775 Vertigo

7262 Mirage

BRING THE ROOM TO LIFE The colours around us are charged with symbolism and tradition – but the fact is that the hues we choose for our walls also influence our emotions, mood and health.

ou can alter your mood simply by looking at the walls around you. The colours we surround ourselves with have a greater influence on our feelings, our mood and even our health than we might realise. That’s why it’s smart to consider the function of a room the next time you choose a wallpaper. Should the space make people feel calm and harmonious, like before a good night’s sleep in the bedroom? Is it a corporate conference room that should inspire creativity and ideas? Or a sense of safety, like on a favourite couch in a peaceful nook at home? Loads of research shows the effects colours have on us. But the reasons how and why this is the case are varied. The effects are partly physiological, like how red is energizing and blue is soothing. They are also symbolic, the way black can mean sorrow and green signifies nature. And of course, our personal feelings and favourite colours also play a role. That makes the choice of what shades to use on the walls that surround us incredibly important. That’s why the colours we put on our walls ought to be a choice based on more than just trends, aesthetics and taste. Boråstapeter’s designers know all about the subject, which is clear for example in the Linen and Pigment collections, both developed to spread a sense of tranquillity and calm in both feel and expression. A single-coloured wallpaper also offers numerous properties that a painted wall lacks. Wallpapers in the Linen collection are designed to convey a single-coloured calm and serve as a background for the room while adding texture and tactile elements. That gives the wallpaper – even if it is single-coloured – variation and greater depth that permits light and shadows to interact for an even more vibrant finish with subtle shifts. Many people may perceive a painted wall as bare, but if you take a step back from a wallpapered wall and observe for a moment, you will notice how the wall shifts and reflects more nuances, depending on the surrounding light. Choosing wallpaper instead of ordinary wall paint will also produce a cosier space. You will find that almost like fabric, wallpaper lends a milder, softer feel to the room. Wallpaper helps to dampen sound.

CREATIVE YELLOW

Naturally, yellow are associated with joy, warmth and energy, just like the life-giving sun. A yellow wall awakens creativity and inspiration, while sharpening memory. Yellow also makes people want to talk to one another. RELAXING BEIGE

Mild earth tones like beige, brown and grey have a calming and relaxing effect, making us feel harmonious and safe. They can help improve our focus. FAVOURITE BLUE

Blue is the most common favourite colour among people, perhaps because purely physically, blue calms our breathing and makes us blink less often. The body simply relaxes in a blue environment – which in turn leads to creativity and new ideas. BALANCED GREEN

Green is perhaps the most symbolic colour, making us think of nature, harmony, health and wellness. It’s soothing and refreshing at the same time, which creates balance. PURIFYING WHITE

Sterile or pure – two terms that describe the feeling evoked by white. In a white environment, we feel refreshed and optimistic, and find it easy to learn. RED PASSION

A hot and fiery colour that awakens our emotions and draws our gaze. It is the foremost shade of love and passion, and it is activating and invigorating.

earthen colours in 26

various shades 27

MISTY LAKE A DOWN TO EARTH AND BALANCED RED TINTED FOGGY BLUE

balanced harmoniou grounding down 28

us to earth 29

vital 30

GLACIER GREEN A HARMONIUS, COOL AND REFRESHING BLUE- AND GREY TINTED GREEN

g n i h s e f e r lising g n i g r a h c e cooling r 31

RED EARTH A WARM AND EMBRACING EARTHEN BURNED OCHRE

warming welcoming nourishing 32

grounded embracing 33

balanced grounding 34

GREY MOUNTAIN A HARMONIUS AND GROUNDING EARTH TINTED NEUTRAL

harmonious down to earth 35

ALGAE GREEN A SERENE AND HEALING EARTH TINTED ALGAE GREEN

calm meditative energizing 36

healing 37

3064 Malibu

THE APARTMENT A NEW WAY TO LOOK AT WALLPAPERS

When Boråstapeters design studio experiment with style, expression and material in the Studio Collection “The Apartment” they find new bold ways of expressing themselves. With a wink to the innovative architecture and interior design, The Apartment is looking ahead. Welcome to look at wallpapers in a new way. PHOTO Patrik Hagborg ART DIRECTOR Anna Söderberg STYLING Sarah Widman

3050 Venice

3074 Spirito

3079 Casablanca

3060 Copacabana

3056 Cosmopolitan

3053 Madison

COLOUR PROS THE CRAFTMANSHIP TRADITION LIVES ON

At Boråstapeter’s wallpaper factory in Viared, almost all of the colours are mixed by hand. With a keen eye, the colour mixer identifies the base colour components of a shade in a pattern – and with a careful hand, they can precisely dose the pigment to achieve it. PHOTO Gustaf Peterson

Once everyone is satisfied, the colour mixer’s little sample jars are scaled up for production. Each sample is analysed and transformed into a recipe. First the colours are mixed for a test run, and the wallpaper is carefully checked in a special light box to make sure everything is perfect.

t a paint-spattered work counter in Boråstapeter’s print test lab, colour mixer Marita carefully adds another drop of yellow pigment to a glass jar. The drop is quickly blended into the jar with a spinning mixer, becoming part of what may appear to the untrained eye to be an extra strong caffè latte in hue. But Marita is seeking a particular shade of beige that one of Boråstapeter’s designers wants as the base of an upcoming floral-patterned wallpaper in several different shades of beige. To assist her, she has paint bottles of red, blue, yellow, purple and black, and a computer-printed pattern design with an internal code and a few cryptic notes made in pencil in the margins. She captures a bit of the coffee colour from the jar with a special stick wrapped in fine steel wire and spreads the paint quickly and thinly onto a piece of wallpaper. It is rapidly absorbed by the paper and suddenly appears beige on the white background. She compares. Yes, now we’re getting somewhere. “The amount of time it takes can vary – sometimes I get it on the first try; others, it can take fifteen minutes. I still think beige is one of the easier colours to work with. Greys are the hardest; they can easily go off track in some direction and become too red or green,” she explains.

He adds, “And friends and family occasionally ask me if something matches. I’m not an interior design consultant by any means, but by now I certainly know a lot.” CLOSE COLLABORATION

The time it takes to produce all the colour samples for a new wallpaper pattern depends on how many colourways it has, of course, but an average of four weeks until everything is ready for production can be expected. New sample prints are regularly produced to see how the colours work on and beside each other in print. The colour mixer and designer work together closely to achieve perfection. It can take several rounds of going back and forth, explains designer Ulrika Hurtig. “It’s an incredible luxury to get to work with a professional colour mixer. We’re all colour nerds and we speak the same language. It feels good to have someone who understands what I mean when I say a colour needs more blackness, intensity, strength or dirtiness,” she says. Once everyone is satisfied, the colour mixer’s little sample jars are scaled up for production. Each sample is analysed and transformed into a recipe. First the colours are mixed for a test run, and the wallpaper is carefully checked in a special light box to make sure everything is perfect. Then preparations are made for full-scale production, which could involve several hundred kilos of paint for several thousand rolls, if the wallpaper is a top-seller. With quantities like this, excess paint is unavoidable. That’s why recycling excess paint is an issue of the heart at Boråstapeter, for both environmental and financial reasons. Out among the printing presses are large covered barrels of leftover paint. They are clearly labelled and organised to make it easy to find what you are looking for. “Almost all the paint we use, primarily for intaglio printing, over 95 percent, can be used again. Every time we have a new run in process, the colour mixers look through the production facility first for a barrel of excess paint that works or comes close. They pour everything together and add pigment or a base to gradually achieve the correct shade,” says Tommy.

CRAFTSMANSHIP AND TRADITION

Precision and care are essential. A drop too much and the colour sample is ruined. It can usually be saved with a drop of the opposite colour, but preferably, it should be as pure as possible. And as close as possible to the hue imagined by the designer. Mixing colours involves craftsmanship, passion, tradition and above all, feeling. That’s why almost all colours for Boråstapeter wallpapers are hand-mixed at the production facility in Viared. “It’s all in the wrist,” explains colour master Tommy Andersson, who has worked at the company for 34 years. He tilts his wrist and flicks it as if he had poured a tiny drop of paint from an invisible bucket and tries to explain. But it isn’t easy, because mixing colours is not a straightforward science; rather, it is based largely on experience and intuition. “The colour mixers take a programme in colour theory, but you learn the profession through observation and by trying as you go in the lab. Designers rarely want a colour with an exact NCS palette match, even though it contains tons of colours – we’re almost always working somewhere in between,” he explains. When he began at the company as a young man, he rolled wallpapers and has gradually advanced to mixing colours. Not because he had a special, inherent talent for colour, though he did have significant interest, he explains. Anyone with normal colour vision, an understanding of math, a dash of curiosity and an aptitude for learning can develop a feel for what is needed or missing. Kind of like how a skilled chef can develop a sense of how much salt a dish needs, or how a dash of sugar can bring out certain flavours. “We can sense when something isn’t quite right, for example if two different shades of beige aren’t working together,” he says, nodding toward Marita, who has now moved on to the next colour in the pattern she is working on.

AN HONOURED CRAFT

Colour mixing as a craft is becoming increasingly digitalised worldwide. Mixing almost everything by hand, as Boråstapeter does, is a rare work method these days. But for Boråstapeter, it’s a matter of legacy, pride, and the desire to maintain high quality. Computers and automation are certainly helpful in the process, says Tommy Andersson. Especially when it comes to categorising recipes, keeping track of the stock of leftover colours, and finding ways to work smarter and more efficiently. But he has a hard time believing that computers and machines could entirely replace the unique expertise and skill that he and his colleagues possess. He looks out at the factory, at everyone monitoring and making adjustments to ensure the production keeps moving. “These aren’t banknote printing presses, as a lot of people seem to believe. People are often surprised when I say we hand-mix the colours and that our production facility is here in Viared. Wallpaper manufacturing is a living craft that requires skill and the human gaze.” 49

Hatstheoffwallpaper to Malinda Damgaard is the Swedish fashionist and milliner whose hats adorns international celebrities and royalty. She got free hands to create in a brand new material: wallpaper. The result? Unique head pieces in surprising pattern combinations. MILLINER Malinda Damgaard PHOTO Johan Hultman MUA Viktoria Sörensdotter STYLING Vanessa Werkelin

in e u q a cl u a e p cha ple-scented greenery ap

“FLORENCE” Wallpaper used 7651 Ingrid Marie 7663 Hazel

d e r i p s in s e cl r i c s u o gracei by Hollywood

“KELLY” Wallpaper used 7274 Grace

h it w c i g a flower mterned rose petals pat

“DAHLIA ROSE” Wallpaper used 7666 Dahlia Garden

7679 Midsummer 7666 Dahlia Garden

58 58

in n o i ct e f r e p d e uro nd undulating form “CLELIA” Wallpaper used 3064 Malibu 3057 Cosmopolitan

FROM IDEA TO WALLPAPER PHOTO Lina Östling ART DIRECTOR Frida Hagman STYLING Anna Starrén

There are many different ways to conceive ideas for wallpaper patterns, like taking a stroll in the garden, visiting a museum or rummaging through a box of fabric. Boråstapeter’s designer Jenny Hahne Gadd talks about the design process behind some of the most popular collections.

enny Hahne Gadd was supposed to be an architect. But she happened to take a course in textile design instead, and is now one of Boråstapeter’s designers, with a selection of popular patterns in her design portfolio. “Even when working with textiles, I was drawn towards printing. There’s something exciting about the technical process of creating a pattern within certain parameters. And designing for a wall is so much more of a challenge. These vast, flat surfaces are so incredibly unforgiving compared to a piece of fabric, which folds in different ways,” she explains. Jenny has been at Boråstapeter for just over four years, during which time she has created, among others, Thistle and Spring Garden for the In Bloom collection and a number of patterns for Lexington. “I have a good grasp of lots of styles, but particularly like nature and vegetation, preferably from the Nordics. And I really enjoy unearthing intricate details that create patterns, as you’re always making new discoveries you get totally immersed in,” she adds. A big source of inspiration is Jenny’s own garden, and the allotment she previously owned, but has now sold on to a friend. This became something of an experimental workshop.

“It was overgrown when I bought it. I love growing things you can eat, but I wanted to have flower beds in between; not just long lines of potatoes. So I tried out some aesthetic theories there and grew beautiful flowers in the vegetable patch. One of the patterns from In Bloom – Spring Garden – is actually based on the flowers growing in my allotment garden, and those alongside.”

“I enjoy drawing by hand, as this gives an extra edge to the work, and I can discern shapes more easily by hand than I can when using a computer. In actual fact I use both methods, scanning my work, applying changes and then printing,” she says. Creating wallpaper is a team effort. Boråstapeter’s designers help one another and work in close quarters with the technically adept printers and paint mixers, who are able to provide input on the printing process and colour combinations. The choice of colours and shades is based on awareness of trends. “We consult trend books and read trend reports, attend exhibitions, take inspirational trips and check out interior design magazines. But it’s mostly about instinct. We don’t just choose this year’s colour as it is, rather, we pick out a detail from a popular colour or create wallpaper that suits a certain type of wood,” Jenny adds.

BREATHING NEW LIFE INTO A BEST-SELLER

When Jenny was commissioned to create the third version of the Falsterbo collection in September 2018, she immediately got to work on the first phase of production: research, ideas and inspiration. “Falsterbo is a classic collection and a big seller that encapsulates the core of the Boråstapeter brand. It’s easy on the eye and suits Swedish homes, although it also sells well overseas. Falsterbo fits in really nicely with lots of interior styles, and has a timeless quality. So I started to reflect on how we could update it without changing what had made its predecessor such a popular choice.” Jenny focused on the connection to the classic wallpaper tradition that Falsterbo represents. “Even though the patterns themselves are modern and, in many cases, newly designed, the subjects are classics, including flowers, trellises, landscapes, Toile de Jouy and stripes and checks. We also wanted to preserve the Scandinavian legacy and convey Swedish nature, while telling a new story,” she says. And not forgetting, the unmistakable changing of the seasons. “Observing the first signs of a new season, like lilacs and ripe apples, really makes me happy. As well as spending a lot of time in nature and looking around, I study lots of inspirational images. There’s so much beauty to be found in botanical books, for example.” She explains having found an old edition of Nordens Flora at a second- hand bookshop, packed full of beautiful illustrations. “Nature has more of an imagination than I could ever have.” When asked about her favourite flower, she can’t single one out. “I probably have a hundred! Dahlias would be in the collection, and poppies, love them!, peonies, columbines and lily of the valley. It’s not just about how they look, but the emotional connection you have with them. I like flowers that symbolise something, like the arrival of Spring, a feeling or a memory that is more important than the flower itself. Take bindweed, for example. This always reminds me of my middle school teacher, who showed me how they grew at the railway tracks in a pretty rough area, strewn with scrap iron. It sprouted up everywhere, dominating the asphalt surface. This is why bindweed is one of the seven species featured in the Midsummer’s Eve pattern in the collection.” Museums are another source of inspiration. During her work, Jenny spent time taking an in-depth look at a website in which 66 different museums had gathered almost three million subjects. As part of the research process, the Boråstapeter creative team also identifies what the consumer actually wants. This made Jenny travel to Stockholm, among other destinations, to speak to different retailers about what their customers like and what is currently in demand.

NEW COLOUR SCHEMES

It is the colours in this third Falsterbo collection which differ somewhat from those used previously. “We wanted to capture subdued, mild shades and allow the darker hues to stand out on the wall; to incorporate shadows, and create contrasts to them. The lightness is still there, but somewhat renewed. On old wallpaper, you’ll often see that the pattern is printed directly onto kraft paper. This was the inspiration behind two of the colour schemes in Daisy, in which an indigo blue and a rust-red shade were printed on a brown background,” she says. The apple tree-inspired Ingrid Marie pattern is dominated by mild yellow, mild green, rust-red and pink, colours Jenny found in her so-called box of delights. “There’s a box of paper and fabric samples in the studio where I’ll often look for the perfect shade and try to find colours that work together,” she says. A lot of clothes manufacturers work with so-called personas, and have a certain type of customer in mind when designing to ensure they make the right choice. For Jenny though, it’s more about feelings than attributes. “I think about what a person who would hang Falsterbo wallpaper values in life. This is someone who cares about their home, and wants to make it welcoming, cosy and full of beautiful things. Someone who picks apples in the garden and bakes an apple pie, in a home where they spend time with others as well as relax.” ON TO THE NEXT COLLECTION

After around 10 weeks working on the patterns, the rolls required to print the wallpapers are ordered. Meanwhile, work on the colour schemes continues, and another four weeks pass until Boråstapeter’s paint mixers produce all of the paints in line with the designer’s specifications. Everything is test-printed on a small scale until it’s just right. Then it’s time for production. “At this stage, I usually sign off completely. Sometimes though, I like to be there when they start printing. Especially when we use our old surface printing machine, which isn’t put to work that often. This was used to print Ingrid Marie, and I wanted to make sure the colours turned out as intended, since this technique can’t be fully imitated on a test run,” she says. When Jenny finished working on Falsterbo at the end of the Summer of 2019, she moved on to another collection. But a little later in the Autumn, just over a year after starting work, she was given the chance to take part in the photo shoot of the whole beautiful collection, in a fantastic fin de siècle setting. “It was amazing to see my ideas brought to life in an entire room, and not just in a small area or on the computer. I was blown away,” she says.

A HANDS-ON APPROACH

After around one month of research, the creative process begins, utilising techniques and defining colour spheres and types of patterns. One ofthe decisions a designer must always make is whether to draw something themselves, order patterns or reuse a design from Boråstapeter’s internal archive. “On this occasion we chose to focus on a previous collection as well as create our own design, as we wanted to find a style which was faithful to my own expression,” she explains. There are 7 designers designers working at Boråstapeter, and they all work in different ways.

The third collection of popular Falsterbo has seen the light of day. Gentle shades play with the shadows in lovely nature inspired patterns. Traditional patterns with a twist. The designers has dug deep into the treasure chest of historical patterns and created the perfect mix of classic and modern. Jenny Hahne Gadd likes to capture the colours and patterns by hand and let flowers and leaves take shape on paper in a quiet and focused creating process.

GRACEFUL STORIES

A STORY ABOUT WONDERFUL ROOMS PHOTO Patrik Hagborg ART DIRECTOR Frida Hagman STYLING Anna Starrén

The walls always have something to say, and they sometimes do it without raising their voice. Instead, they radiate a calm ambience, warm feelings and soft tones that fill the space between them with tranquillity and a strong presence at the same time. Graceful Stories is a collection that creates a modern, harmonious setting, whatever room it appears in. Sensuous and elegant, it’s inspired by nature and conveys a serene, Asian aesthetic. The colour scale is also subtle, featuring tones of champagne, pink, steel-blue, granite-blue and muted jade-green, forming a transparent, shimmering surface with silky, tactile elements.

7260 Mirage

7265 Ginko

Soft patterns and colour schemes create harmony in all rooms.

7276Grace

Patterns that match an airy and vibrant interior with well-chosen favorite items.

Nature's pleasing forms bring life to the walls.

7290 Nocturne Mural

With full control of production, Boråstapeter can more easily achieve what most companies today are striving towards: sustainability at every stage and environmentally friendly products with zero negative impact on people or nature.

OUR PLEDGE :

SUSTAINABILITY ACROSS THE BOARD B

asing our production activities in Sweden is very important to us. “Made in Sweden” is a claim made by many, but it has a special meaning for Boråstapeter. Especially at a time and in an industry where it is easy to outsource production or relocate manufacturing overseas. This is why we’re particularly proud to make our wallpaper in Sweden. We have full control of production at our factory in Viared. This enables us to guarantee sustainability and constantly work towards improving it through better processes and certifications. MATERIAL THAT MAKES THE GRADE

We are FSC-certified, which is one of the most important accreditations in our industry. This stands for Forest Stewardship Council. This means we only use FSCcertified materials from sustainable forestry with traceable origin, ensuring that each tree we use is replaced by a new one. It also means we believe in the importance of ensuring the full production chain safeguards biological diversity, ecologically valuable environments and cultural heritage, in addition to contractual, secure working conditions for employees. Meeting FSC requirements has led to a substantial reduction in the use of chemicals in forestry, and we’re proud to play a part in this development. The material we use is PVC-free. The paper pulp (a combination of mechanical and chemical pulp which provides the best product characteristics) is processed as environmentally friendly as possible, without compromising on quality. We also use water-based paints in our prints and patterns. These paints do not contain PVC, heavy metals and solvents, which is not always the case in the production of wallpaper. Our wallpaper is CE-marked, which guarantees requirements are satisfied regarding health and safety.

All our manufacturing adheres to and exceeds European environmental requirements as well as the industry’s product requirements. Our products are intended for rooms and premises through which many people pass each day. As a result, it goes without saying that our wallpaper must have no negative impact whatsoever on the indoor environment.

we ensure the energy utilised during production is recycled. Printing and drying wallpaper requires a lot of energy. We ensure this is heat exchanged and recycled during the process and then used to heat our premises. We’ve also chosen to use climate-compensated green gas in our processes, which itself contributes to cutting emissions of carbon dioxide and nitrogen oxide. In addition, we climate-compensate for any emissions generated.

CERTIFICATION

We’ve already mentioned a number of abbreviations, like FSC and CE. There are a number of these in the environmental field, and as a buyer or consumer it can be difficult to keep track of what they mean. All our products are certified in accordance with the Swedish SundaHus and Byggvarubedömningen (Building Material Assessment, BVB) quality classifications, which makes it easy to identify that we deliver top class products and hold all the certifications demanded by our customers. We also have a number of other accreditations that ensure we comply with rules and requirements when it comes to emissions, legal protection of designs and code of conduct.

SUSTAINABILITY ACROSS THE BOARD

For us, sustainability is also about paying attention to the details. Our internal sustainability work touches on everything from cutting food waste and increasing source-separation of refuse to the way we act as employer and employees. All our packaging is made from recyclable material. We also work to minimise paper waste, and any waste produced is used for district heating in the local area. LOOKING FORWARD

The wallpaper industry has taken a lot of responsibility for the environment, and at Boråstapeter we’re proud of the role we play in this key area. Yet despite having made a lot of progress, we’re not satisfied. We want to achieve more and have ambitious, extensive plans regarding sustainability – both now and in future. At each and every stage, we are well equipped to ensure the planet’s resources last long into the future.

CLIMATE AND ENVIRONMENTAL AWARENESS

In order to further safeguard our nature and surroundings we have constructed our very own water treatment facility, which collects any environmentally harmful substances that may be flushed out with the water. This is so effective that it actually releases purer water than it receives. We strive to limit our energy consumption in a number of ways. Above all,

We’ve also chosen to use climate-compensated green gas in our processes, which itself contributes to cutting emissions of carbon dioxide and nitrogen oxide. In addition, we climate-compensate for any emissions generated.

MIX METALLIC TIMELESS ELEGANCE

PHOTO Patrik Hagborg ART DIRECTOR Tonie Högberg STYLING Anna Björkman

4875 Rusty Red

4881 Khaki Green

4892 Silk Ocean

Monochrome. Shimmering. Elegant. The Mix Metallic Second Edition collection provides a pearl effect to the walls, reflecting the light and accentuating the other decor.

4866 Sand Beige

The bright colours create calm and elegance while the contrasts surprises. The surface and shimmer of the wallpaper create unique walls.

4878 Midtone Blue

FRÅN BORÅS TO SHANGHAI

WALLPAPERS TO ADORN THE WORLD 115 years ago, the young manager Waldemar Andrén brought the dream of having his own wallpaper factory to life. Borås Tapetfabriks AB began to produce wallpaper by Lake Bockasjön, in the Swedish town of Borås. Mechanical wallpaper printing on paper had recently arrived in Sweden, which was becoming increasingly industrialised, and Borås had an abundance of new companies and faith in the future. The region was saturated with expertise and craftsmanship, and Waldemar Andrén was driven by a vision: for all Swedes to be able to afford and have the chance to create more beautiful homes with wallpaper.

owever, using wallpaper as part of interior design was nothing new. As early as 500 years previously, more prosperous members of society put up textile hangings and patterned sheets of paper on their walls, both to keep out the damp and cold and adorn their homes with designs reminiscent of tapestries. Sweden’s oldest recorded wallpaper dates back to 1564. Through the centuries, wallpaper became an unmistakable status symbol. It could be hand-painted or made from leather or silk, and was imported from far off lands – but it was not for the man on the street. When wallpaper began to be printed in machines on sheets of paper in the 1700s, enabling beautiful effects and patterns to appear on cheaper material, new possibilities emerged. And as Waldemar Andrén began to produce coverings in 1905, he capitalised on a growing trend: it had become so popular and affordable to hang new wallpaper that many people did so every other year. Wallpaper became a status symbol that sent a message about the person living in the

property, and their taste – in the same way as art, or instead of new clothes. It was a clever way of embracing a new style and surrounding yourself with beautiful walls and influences from the textile fashion and architecture of France, England and Germany. And in more humble dwellings, wallpaper was a way of creating the decorous feeling of a mansion.

Photo: Stadsarkivet, Borås

FORGING FASHION

In the first half of the 1900s, styles and trends shifted quickly. Swedes particularly embraced the German Art Nouveau genre in both architecture and interior design. Wallpaper bearing undulating, highly detailed and precisely depicted floral patterns was in vogue, along with William Morris’s intricate patterns and Swedish flora. As functionalism emerged in the 1930s more rigid lines were in demand, and those floral, sweeping patterns went out of fashion. The large windows of rooms let in the light onto similarly light wallpaper with barely discernible geometric patterns, checks

within the WallVision parent company, whose history is as prosperous and colourful as some of its wallpaper patterns. Engblad & Co can be found here, a brand with its roots in the venerable firm of Landgren och Wickström, which started producing wallpaper in Stockholm as early as mid-1844. And so can Cole & Son, established in Islington, London in 1875, 31 years later, as well as Mr Perswall and Wall & Decò, youngsters by comparison that both started up in the early 2000s. In total, Boråstapeter´s designers create around eight collections a year. These feature everything from creations based on the work of well-known contemporary designers, such as Hanna Werning, with whom Boråstapeter has enjoyed a close, long-standing partnership, to the classic patterns of the past, deeply rooted in the Nordic artistic, textile and wallpaper tradition forged by Arne Jacobsen, Stig Lindberg and Lisbet and Gocken Jobs, to name just a few. A legacy of innovation which Boråstapeter is always proud to preserve. Waldemar Andrén’s vision that every Swede should be able to afford to surround themselves with beautiful wallpaper may have seemed grandiose 115 years ago, but it’s difficult to believe he could have foreseen the culmination of his life’s achievements today in his wildest dreams. His factory by the lake now employs over 200 people and has grown into a global player operating on more than 75 markets, and the company will open it´s own showroom in Shanghai that exhibits Swedish wallpaper design for new customer groups. These wallpapers, now produced in Viared, just outside Borås, adorn walls all over the world. The list of incredible design awards is long: the prestigious Elle Decoration Swedish Design Award for Wallpaper of the Year has been won a total of seven times in recent years, both for new patterns and for much-loved, acclaimed reinterpretations of treasured classic patterns. The title of Årets Leverantör (Supplier of the Year) and design awards carrying global prestige can be added to these achievements. Not only are these awards a source of pride among the Boråstapeter workforce, they inspire continued innovation, professionalism and creativity within the brand.

and stripes which the eye could scarcely make out without looking closely. Wallpaper was, and remains, a means of reflecting the contemporary era, and perhaps also people’s dreams. In the wartime years, walls radiated idyllic, mild pastel shades. And with the emergence of industrialism and the optimism it brought with it, there was a strong shift towards bold patterns and strong colours. In the 1950s people began to think in new ways, experimenting with different colours and wallpapers in the same room. Feature walls saw the light of day, either as a single-coloured wall in a patterned room or a patterned wall in an otherwise single-colour room. THE ERA OF “CONSTRUCTION WALLPAPER”

During the second half of the 1900s, one of the most important successes for Boråstapeter was the Swedish Government’s adoption of the Million Programme, with the goal of building a million new dwellings from 1965 to 1975. This required effective construction methods and standardised interiors – and wallpaper from Borås ended up in every room. The so-called byggtapeten (construction wallpaper) may not have evoked strong feelings or expressed a lot of character, but it did reflect the times. In order to suit everyone and work in any setting, the colours and patterns used were highly discreet. The term “municipality grey” was coined for the first time. With function and quality the most important considerations, it was intended to be quick and easy to hang on mass-produced concrete walls. Alongside building wallpaper, wall covering fashion began to thrive, reaching its peak perhaps in the 70s and 80s with grand, psychedelic, floral patterns in unexpected colour combinations, photographic wallcoverings featuring skylines and forest silhouettes. Boråstapeter both followed and set trends when it came to patterns as well as materials. THE FALL OF WALLPAPER

Wallpaper historians speculate that it was this extravagance which led to many people losing interest in wallpaper in the 1990s. Too much of a good thing, perhaps. So it was time to take out the paint tray. Large amounts of primer were added to hide the strong colours and patterns, because now, white and neutral hues were in vogue. This posed a real challenge to the wallpaper industry. Swedish wallpaper production declined dramatically, with a lot of factories forced to close. Yet Boråstapeter was one of the few wallpaper producers in Sweden to ride out the storm. In later years, non-woven wallpaper made its entrance, and would revolutionise the industry. Non-woven – or Easy Up. “Easy Up” is Boråstapeters’s registrered trademark for non-woven wallpapers that is cellulose based, so the covering doesn’t swell up with glue in the same way as traditional wallpaper. This meant it was now possible to apply the adhesive directly onto the wall before hanging the covering, making the process much easier.

THE FUTURE IS ON THE WALL

Traces of the production methods used in the 1900s remain at the factory in Viared in the form of the beautiful surface printing machines. These are still used, irreplaceable due to their robust design and high degree of craftsmanship. The factory also harnesses the latest technology for gravure and flexo printing, using advanced digitalised processes. Traditional and functional processes working effectively, side by side. There is also an indepth understanding here about the impact wallpaper has on people and the environment, as well as great curiosity about development and the future. With this in mind, we have lots of future plans and ideas for the future. Because who knows what we’ll be hanging on the walls in the future? Maybe they’ll be a covering with built-in sound absorption. Or perhaps digital wallpaper that changes pattern by itself, connected coverings that function as loudspeakers, or sources of light and heat. Or why not patterns with built-in solar cells that make our homes climate-neutral? Our walls have infinite possibilities. And Boråstapeter’s creators and developers have the future in their sights.

WALLPAPER TODAY

Photo: Stadsarkivet, Borås

After the crisis of the 1990s, wallpaper made a successful comeback and has steadily grown in popularity to the extent that it now enjoys pretty much the same status it did when Waldemar Andrén started up his factory; that is, conveying personal style, bringing character to a room and being affordable enough to be replaced in line with changes to tastes and trends. Trends change, but if you want to recreate a bygone era you can do so with just a few rolls. Maybe you’re partial to a particular decade, or want a covering that dovetails with the age and original style of your building or apartment. The vintage trend is growing in popularity, and Boråstapeter’s brands feature a range of patterns and colours that recall everything from Art Nouveau and functionalism to the loud floral designs of the 1970s. A GLOBAL COMPANY

Thanks to its quality and creativity, Boråstapeter is now deeply rooted not only with Swedes, but in many places around the world, and is often the first choice for DIYers at home as well as interior decorators and property companies. The brand operates alongside other strong industry profiles 85

7277 Grace

3074 Spirito

4545 Waldemar

1901 Paradise Bird

3086 Tribeca

WE LOVE YOU. AND WALLPAPER. WE HOPE YOU DO TOO.

WALLPAPERMAGAZINE . Publisher: Boråstapeter, 2020. borastapeter.com Design & content: everywhere. Print: Eskils Tryckeri. Photographers: Patrik Hagborg, Johan Hultman,

Anton Bengtsson, Lina Östling , Eugeni Pons. Gustaf Peterson, Stadsarkivet Borås. Stylists: Anna Starrén, Anna Björkman, Sarah Widman, Vanessa Werklin.

7273 Marble art

borastapeter.com