Paper Trail

Wallcoverings inject warmth, character and depth into a space – while making bold statements about its inhabitants, says Selin Arkut.

No element of an interior is more prone to neglect than its walls. An extended blank canvas offering endless scope, walls are often startlingly under utilised. Thoughtfully-dressed, walls can add character, depth and richness to a space – and make a bold statement about its inhabitants.

And yet, there is still a tendency to keep them bare and exposed. Even in a hot place like India, you need to create warm, welcoming interiors, and  wallcoverings will help you do just that. “If I walk into an office and there’s white paint on the walls, I think it looks very clinical. White paint can define a space, and says a lot about the company and even the people surrounded by it. A painted white wall is bare and, in my eyes, unfinished,” Cristina Cabrejas, international product developer for Walls & Floors Middle East, notes.

When it comes to wallcoverings, conversations have long centred on the concepts of colours, textures and trends – but there are more fundamental issues to address, Cabrejas insisted.

“There is more to talk about than that. Designers that buy wallcoverings are already good at selecting the colours that they want. What I want to talk about is what it means to effectively utilise wallcoverings. How does it reflect on a space or an individual? That is how we need to educate the market. If people still use white emulsion paint, it is because they are unaware of the benefits of wallpaper. Flooring, for example, is always carefully considered. You’ll never see a floor left bare; it is always finished with carpetting or wood or ceramics. But you still often see bare walls. The aim is to communicate to the market that it means much more than a simple additional layer on a wall. I assure you, those who use wallpaper never go back, because there are so many benefits. It is far more resistant, it makes a statement and, in the long term, because there is no maintenance, it is much more cost effective.”

Fashion statement
In the constant quest to create spaces that convey true meaning, wallcoverings can act as a striking statement. Not only are they a means of dressing an ‘undressed wall’, they also convey messages about ethos and personality.

“Wallcoverings say so many things about a person and or institution,” agrees Tracy Kendall, founder, owner and designer of Tracy Kendall wallpaper. “I always think that wallpaper is a part of the designed interior, not an interior design object on its own. It works so much better with furniture in front of it or paintings hung on top of it; it just gives another layer of texture to the wall,” she elaborates.

Wallcoverings also convey a sense of luxuriousness, maintains Veenu Kanwar, manager and design coordinator at Warps & Wefts, the regional marketing representative for fabric, wallcoverings and furniture companies such as Romo and Villa Nova from the UK, and Dedar from Italy. “Consumers today long for a dose of luxury,” she says.

“This drive for luxury has a deeper base than simple self indulgence. It is a manifestation of needing to feel secure and safe in one’s environment, and is also a way of personalising a space. Wallpaper is the ideal medium for unique, creative, unusual and uber-luxurious applications,” Kanwar says.

Ultimately, wallcoverings must be viewed as much more than something you simply slap on a wall. They are exactly like a pair of jeans, a hairstyle or a car in being a strong statement of individuality.

Furthermore, wallcoverings must be viewed as multi-dimensional and appealing to a range of senses. “Treatment of interior design elements, including wallcoverings, today encompasses not just the visual senses but other senses too; not just what  people want to see around them but also what they want to feel and even what they want to touch. The emphasis on personal identity and individual imprint on the interior environment has never been more prevalent than it is today,” says Ajay Singh, managing director at Warps & Wefts.

The overall effectiveness of a wallcovering must be judged by the emotional, sensory response that it evokes. “Saturated colours seem to evoke a sense of security during these economic times. Orange, blue and clean green are particularly popular, while metallic finishes that give wallcoverings an ethereal glow are good, as is the use of woven fabrics and textural details,” notes Tammy Gordon, designer for the commercial market at US-based York Contract Wallcoverings.

“Overall contemporary direction in design, with unique embossing with delicate or slender line work and simple geometry, or graphical interpretations of classic motifs and fine detail, like damasks and scrolls, are also popular,” maintained Burgess Hocevar, director of commercial sales at the company. 

Spoilt for choice
In the ever-evolving world of wallcoverings, paint, wallpaper, tiles and wall hangings have all jostled for dominance over recent decades, and have each enjoyed their time in the limelight.

“Wallpaper has been there for ages and enjoyed its fair share of glory, until paint took over as the more popular medium about two decades ago. For several years thereafter consumers have been satisfied with paints, plain or decorative, for their walls. The ease of application and lower initial cost were solid justification for paints as a wallcovering of choice. But wallpaper is once again taking centre stage,” Singh suggests.

“Wallpaper as a trend has seen its ups and downs,” Kanwar agrees. “And although wallpaper as an interior design option has had to fight off the trends of paint effects, tiles and wall-hangings over time, it has never really lost its allure as a stylish, individual and textured decor alternative. The art of using wallcoverings has transformed over the years. Today you will not spot the wallpapers of the ‘80s that had drab colours and were easily torn. The new generation wallpaper is anything but conventional, having evolved for the better in every aspect, to take advantage of technology, imbibing the latest trends to suit the requirements of the demanding contemporary consumer.”

Quiet experimentation has seen the quality and choice of wallcoverings on the market increase exponentially. “While the paint industry experimented with trends like sponging and glazing and faux finishes, the wallpaper people have patiently tooled along with new innovations, designing and manufacturing a plethora of interesting wallpapers,”  Singh maintains.

The tile and mosaics industry is also maturing. New designs, finishes and size formats are coming to the fore, with use of fabrics, diamante, glitter, sequins, bold prints and motifs on the increase. “It is becoming a trend worldwide. Designs traditionally used on wallpaper, general textiles and materials are all making their way into the tile sector,” says Bora Fistikci, export representative, Graniser Seramik.

As the region’s walls begin to receive the attention they have long deserved, the industry can look forward to seeing an increasingly adventurous array of coverings making their way into commercial spaces. A move away from the safe-bet palette of neutrals is already in effect, Singh points out. “Browns have become the new neutrals. Cinnamon, Turkish coffee, bronzed tones, tortoiseshell, mocha, to name a few, are just the beginning of a wealth of hues that suggest fabulous richness and depth of shades, as well as confidence.

“Then there is a riot of bolder colours: saturated golds, deep pear tones and topaz that bring the setting sun into our indoor surroundings. Accents of confident coral and dark jungle green, tones of turquoise blue and sea green; all available in variety of patterns, are also predominant,” he continues. 

Built to last
While the aesthetics need attention, designers also need to take a range of other factors into consideration when working with wallcoverings. Beyond the look and the feel, there are pragmatics to consider.

Lifespan, fire retardance, durability and low maintenance are all issues that need to be addressed – especially in high traffic areas such as hotel lobbies or airport terminals.

“We were one of the first to come out with LEED classifications and have been promoting this on the market ever since. It it still surprises me that not many people seem to know what heavy contract wallcoverings are. Fortunately, we have been brave enough to go out into the market and say ‘you’re missing out, this is a heavy traffic area and you have been using the wrong materials’,” Cabrejas says.

“For example, although the surface of paper and fabric back is the same, the system is very different. A paperback wallpaper will tear more easily – a fabric back should be used in areas of high traffic, such as corridors and airports,” she added.

“Personally, I don’t think the objective has been accomplished yet. Designers may have a huge knowledge of materials but it’s not complete – and they will be losing out a great deal if they are not up-to-date with all the new technologies,” Cabrejas concludes.