Wallpapers on the Upswing
April 26, 2002
Opinion piece by Mike Landau, president of Wallcoverings Organization
It is well known that printed fabrics and wallpapers run in lock-step regarding their acceptance within home decorating megacycles; even if both products are not used in the same project. The popularity of prints in home decoration ultimately means that more wallpaper will be specified and used. It is also well known that for the past five years or so in North America, we have experienced a woven market, not a printed one.
However, recently we have begun to see prints emerging again within the designer segment, accompanied by the use of wallpaper. Designers are becoming bored with the sameness of the long running faux looks as a post-modern decoration and are now looking to printed effects for their clients, windows, walls, furniture and accessories.
It is just a matter of time before this designer-driven trend begins to trickle down into the middle and upper middle segments of the home furnishings market. We already see more prints in designer show houses, homebuilder shows and exhibitions. We are also seeing increased placement of wallpaper and printed fabrics in various shelter magazines and general interest publications.
This is due in large part to the efforts of the Wallpaper Council, a widely funded organization of leading wallpaper manufacturers, distributors and associate suppliers. By working together towards a common goal, this group has funded programs over the past five years to reposition wallpaper as a stylish and important decorating solution for designers and consumers.
Another trend to watch for is the increasing use of both companion fabrics and wallpapers together in room dÈcor. Like other decorating ideas and styles, the "matchy-matchy" use of companion wallpaper and fabric runs in cycles. Designers in the ''70s and ''80s loved the look while the designers of the ''90s considered it outdated.
In 2002, this trend gaining appeal at the designer and retail levels. This trend offers many new and fresh opportunities for creators of fabrics and wallpapers to once again work together in cross merchandising and producing products for today''s home decoration.
With many new styles, techniques and varieties, wallpaper today is poised to once again take a strong position in home decorating. The signs all point in a positive direction. Just as overall home decoration will increase in this decade, wallpaper will benefit from this growth and in fact, outperform the average growth patterns of the home furnishings category.
Although these trends will first be observed in the residential design community, it is a matter of time before the same trends appear in the commercial segment. Since design trends that emanate from the residential side eventually cross over to the commercial market and vice versa, it makes sense that the use of prints in room dÈcor will become one of the most important design trends in the years to come.
Mike Landau is vice president of sales and marketing for Brewster Wallcovering Company and currently serves as the president of the Wallcoverings Association. F&FI
It is well known that printed fabrics and wallpapers run in lock-step regarding their acceptance within home decorating megacycles; even if both products are not used in the same project. The popularity of prints in home decoration ultimately means that more wallpaper will be specified and used. It is also well known that for the past five years or so in North America, we have experienced a woven market, not a printed one.
However, recently we have begun to see prints emerging again within the designer segment, accompanied by the use of wallpaper. Designers are becoming bored with the sameness of the long running faux looks as a post-modern decoration and are now looking to printed effects for their clients, windows, walls, furniture and accessories.
It is just a matter of time before this designer-driven trend begins to trickle down into the middle and upper middle segments of the home furnishings market. We already see more prints in designer show houses, homebuilder shows and exhibitions. We are also seeing increased placement of wallpaper and printed fabrics in various shelter magazines and general interest publications.
This is due in large part to the efforts of the Wallpaper Council, a widely funded organization of leading wallpaper manufacturers, distributors and associate suppliers. By working together towards a common goal, this group has funded programs over the past five years to reposition wallpaper as a stylish and important decorating solution for designers and consumers.
Another trend to watch for is the increasing use of both companion fabrics and wallpapers together in room dÈcor. Like other decorating ideas and styles, the "matchy-matchy" use of companion wallpaper and fabric runs in cycles. Designers in the ''70s and ''80s loved the look while the designers of the ''90s considered it outdated.
In 2002, this trend gaining appeal at the designer and retail levels. This trend offers many new and fresh opportunities for creators of fabrics and wallpapers to once again work together in cross merchandising and producing products for today''s home decoration.
With many new styles, techniques and varieties, wallpaper today is poised to once again take a strong position in home decorating. The signs all point in a positive direction. Just as overall home decoration will increase in this decade, wallpaper will benefit from this growth and in fact, outperform the average growth patterns of the home furnishings category.
Although these trends will first be observed in the residential design community, it is a matter of time before the same trends appear in the commercial segment. Since design trends that emanate from the residential side eventually cross over to the commercial market and vice versa, it makes sense that the use of prints in room dÈcor will become one of the most important design trends in the years to come.
Mike Landau is vice president of sales and marketing for Brewster Wallcovering Company and currently serves as the president of the Wallcoverings Association. F&FI
