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Wall Street Journal

June 28, 2011

Circulation 2,678,498

See a sample reprint in PDF format. Order a reprint of this article now

HOMES JUNE 25, 2011

Ron Blunt for The Wall Street Journal

Handmade wallpaper from Ronald Redding has atraditional trellis pattern, and has metallics woven in.

Wallcovers That Do More Than JustCover WallsTextured and three-dimensional wallpaper areamong the fastest growing of all residentialwallcovers.

By HEIDI MITCHELL

When guests walk into the powder room of Katie Stein's Darien, Conn., home, "people's first reaction is to reachout and touch the walls," says Ms. Stein. That's because the walls are completely encrusted in glass beads.

Desiring a look that was "sophisticated but with a little whimsy,"Ms. Stein, a 41-year-old mother of three, called in interiordesigner Annie Mahoney to spruce up the previously neglectedroom. Ms. Mahoney chose a three-dimensional wallpaper calledBianca Beadazzled by Maya Romanoff, a designer who has beencreating textured papers since 1969. "The light hits the surfacein different ways, it creates a kind of a magical feeling," Ms.Mahoney says.

As wallpaper enjoys a revival in popularity, embellished papersare a particularly bright spot. Sales of three-dimensional wallcoverings are the fastest growing of all residential wallpapers,according to the Wallcoverings Association, a trade group thatrepresents more than 60 manufacturers and distributors. Theindustry is projecting an increase in sales of residential tactile,dimensional and embellished wallpapers of more than 21% by2013, according to market-research firm Freedonia Group.Global sales of wallpaper have gone up 30% over the past fiveyears.

Wallpaper can be embellished with recycled windshield glass,mica, even mother of pearl. Sometimes those elements areembedded in materials such as bamboo, suede and cork. The3-D looks alter a room without the investment of, say, astructural renovation or major plasterwork. Texturedwallcoverings generally range from about $40 to $1,000 perroll.

Tactile wallcoverings used to be seen only in large-scale,commercial projects. Los Angeles-based manufacturer AstekWallcoverings attributes the rise in glittering walls to enhancedtechnology. "Until recently, silkscreening was very expensive

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Wallpaper Stands Out, LiterallyPutting Pearls, Bamboo, Suede, Grass and Other Textures on the Walls for a 3-D Effect

Textured Wallpaper Stands Out - WSJ.com http://online.wsj.com/article/SB1000142405270...

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Continued on next page

Issue 40

Print Press CoverageVisit us at www.yorkwall.com.

York, Ink.www.facebook.com/YorkWallcoverings

The Wall Street Journal, continued

750 Linden Ave.York, PA 17405-5166

Tel: 717-846-4456www.yorkwall.com

Swarovski Elements Wallpaper

Feather Light: A Swarovski Elements paper withsynthetic flock feathers. Interior designers suggestusing particularly bold textures as accent walls.

George Lambros

Roughed Up: a hemp covering in henna by MayaRomanoff. New technology means grasscloth walls,all the rage in the 1940s, are back and available inmany colors.

and you needed large runs to make the numbers work," saysJeff Dey, Astek head of business development. Higher-qualitydigital printers and computer software mean the firm can createcustom wall coverings as small as 1,000 square feet and stillmake money, Mr. Dey says. The firm's velvet-flocked wallpapercosts about $39 per roll.

Brewster Wallcoverings, based in Randolph, Mass., has seen afive-fold increase in sales of embellished grassclothwallcoverings in the past five years. "With more materialsavailable today, consumers are experimenting," says PaulaBerberian, the company's creative services manager. "We'removing away from minimalism, especially in the youngermarkets, where consumers are looking at pattern and sparkle tomake a bold statement."

Gina Shaw, vice president of product development at YorkWallcoverings, the oldest and one of the largest wallpapermanufacturers in the U.S., sees the trend as a result of betteradhesive materials and printing machinery. Consumers also likeits variable nature, she says.

"The tactile surfaces bring in a different visual aspect towallcoverings because the light play changes with the time ofday," Ms. Shaw says. She noticed the popularity of grasscloth afew years ago and says the trend now has moved to glitter, sand,printed cork and mica sheets.

The technology to create grasscloth wallcoverings first emergedin the 1940s, when it was popular in kitchens, though modernversions include thinner cuts of bamboo with mylar, gold, andSwarovski crystals woven in. The roots of tactile wallpaper goback further. "Stanford White had bamboo glued to the walls ofhis summer house, and Marcel Proust had cork on the walls inhis bedroom," says Charles Riley, a New York interior designer,who recently incorporated embedded beads and strategicallyplaced pearls into the wallpaper of homes in Englewood, N.J.,and San Francisco. "It's a high-glam look, and it starts toapproach an architectural treatment of a space," he says.

Swarovski Crystals, which has been offering its gems towallcovering manufacturers for a few years, is getting in on thegame itself. The Wattens, Austria-based company recentlylaunched its Elements wallcovering collection. Set to arrive inthe U.S. later this year, the line of mica, crystal, and Geode,which mimics the look of crushed quartz, has been a hugesuccess, says Christoph Kargruber, vice president of globalmarketing, since its March debut in Europe. Prices range from$800 to $2,100 to paper a 10x10-foot wall.

The papers can be overwhelming, and decorators underscorethe importance of incorporating shimmery and 3-D surfacesonly onto small areas, such as accent walls and powder


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Thibaut Designs

Midas Touch: a metallic gold paper by ThibautDesigns. Some 3-D wallpapers appear to change assunlight moves and reflects off them during the day.

Echo Design

Touchable Texture: A leaf grasscloth wallpaper fromBrewster Wallcoverings.

F. Martin Ramin for The Wall Street Journal

A metallic-beaded paper from Astek Wallcoverings.

rooms—or to the ceiling for a subtle effect. Mr. Riley notes thelook is a style commitment, as it is more work to switch it outafter a season or two than a painted surface. "Maybe you'll likeit in five or 10 years" he says. "Maybe you'll change it out."

Most designers agree that these embellished papers, even thosewith high dimension and serious sparkle, mesh well with themodern and mid-century furniture designs that have been sopopular in recent years, adding a layer of richness that doesn'tclash with the minimalism.

To clean textured wallcoverings, grasscloth manufacturerPhillips Jeffries Ltd. recommends vacuuming walls with a softbrush attachment, though the Fairfield, N.J.-based companysays that textured wallpaper is more forgiving of dirt than flatpaint. Interior designer Ms. Mahoney agrees: "Paint showshandprints, dings, etc., while a textured wallpaper will show farless." She adds that many wallpapers are treated with a stain-repellant finish.

Designers recommend experienced wallpaper-hangers."Because the papers are so heavy, you really need someone whoknows what he is doing," Mr. Riley says.

Home improvement retailer Lowe's, on the other hand, feelsdifferently. It says most of its customers are prepared to hangthese papers themselves.

"To meet our customers' evolving demand for trend-forwardwallpaper styles, all of Lowe's in-stock wallpaper now offertextured and embellished features," says a spokeswoman for thecompany. She notes that raffia, stucco, and grasscloth with micaand other shimmery embellishments are rapidly gainingpopularity. Marketers for Lowe's say that DIY is an option forthese types of papers, though most designers agree thatmatching corners can be tricky. Lowe's 3-D wallcoverings startat $42 to cover a 10x10-foot wall.

Cristina Niccolini, who lives in the Roland Park neighborhoodof Baltimore, Md., says she wanted a few modern touches whenshe gut-renovated her 1920s Lawrence Hall Fowler-designedhome.

For the dining room, her interior decorator, Carey Jacobs, chosea handmade Ronald Redding paper with a traditional trellispattern, but with metallics woven in to add some shimmer anddimension. Ms. Jacobs says using dimensional wall coveringscreates enough visual interest that homeowners should go lighton accessories or art. "The paper becomes the focal point, andyou get a lot of value for such a small investment," Ms. Jacobssays.

Ms. Niccolini, a 39-year-old homemaker, says her dining room


3 of 4 6/28/11 9:59 PM






Cristina Niccolini stands in her dining room withmetallic wallpaper.

Arte for Koroseal

A floral textured paper from Arte Koroseal ResidentialWallcoverings.

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walls are now a magnet for guests. "People always want to getup close to our wall and see why is it shimmering," she says."Embellished wallcoverings have totally converted my husbandand me into wallpaper fanatics."


4 of 4 6/28/11 9:59 PM



Arte for Koroseal






4 of 4 6/28/11 9:59 PM



Arte for Koroseal






4 of 4 6/28/11 9:59 PM

Handmade wallpaper from Ronald Redding has a traditional trellis pattern, and has metallics woven in.

Decorators recommend incorporating shimmery and 3-D surfaces only onto small areas, such as accent walls and powder rooms, writes Ms. Mitchell. Here, the wallpaper is flat, and the ceiling has crystals embedded into the wallpaper design.

Online Slideshow

Reno & Decor

June/July 2011

Audience 500,000




On cover: York Wallcoverings' Tropical Leaf Floral (#UC2408) from the Riviera Collection.

Reno and Decor, continued




20 JUNE/JULY 2011 renoanddecor.com

COVER FEATURE

ColourWallpaper designers consultcolour trends to create freshdesigns, too. For 2011,Pantone named Honeysuckleits Colour of the Year. Here,shades of orange and pinkmix well to create bright,bold impact. Other top 2011colours that have made theirway into wallpaper designsare all shades of purple andblue, retro greens, darkgrays, and metallic gold.Ecuador wallpaper in Pink with printedfabric in Pink and Orange from the newAvalon collection by Thibaut,thibautdesign.com

Total PackageTake the guesswork out ofmixing and matching wall-paper to your decor scheme.This professionally devel-oped scheme, created byFarrow & Ball, helps youchoose a suitable design.They automatically provideyou with a selection of colourschemes to choose from.Shown here, the Versailles BP2611 design pairs well withFarrow & Ball’s paint colours,Citron and Chappell Green.Versailles BP 2611, part of Farrow& Ball’s new Baroque Papers collection,farrow-ball.com

Star QualityPopular designers are nowusing the medium of wall-paper to reflect theirpersonal style. Shown here,one of six designs from AmyButler from her first designerwallpaper collection forGraham & Brown. Her linedemonstrates a spirited useof colour and bold use ofprint. Butler mixes patternto create designs whichreflect her modern, mid-century approach.Passion Lily, Amy Butlercollection for Graham & Brown,grahambrown.ca

PatternWallpaper patterns havecome full circle sinceGrandma’s day when ornateflorals, damasks andtapestry-like scenes gracedthe walls of Victorianparlours, mainly asbackdrops. Now, similardesigns have been updatedto make a statement in the21st-century home. Shownhere, a minimalist wheatdesign is a fresh take onpatterns from yesteryear.Augustine 7733-269 from the AJAcollection, available through CrownWallpaper & Fabrics, crownwallpaper.com

Wallpaper manufacturers know it isn’t just thebeauty factor that makes wallpaper appealing,they recognize that people want to make sociallyresponsible decisions when it comes to addingnew design elements to their homes. Many man-ufacturers have taken steps to reduce their envi-ronmental impact during the production process,use timber from sustainably managed forests,and have committed to using solvent-free, water-

based inks and low- or non-VOC emitting prod-ucts which meet environmental standards.

Taking it one step further, Prime Walls offersa Reclamation Program where old wallcoveringof any origin is recycled. After receiving thematerials, Prime Walls analyzes the material todetermine if it can be reproduced into new wall-covering or recycled into other products. Formore information, visit primewalls.com.

Eco Advancements

WonderfulWALLPAPER If these walls could talk,they’d say thank you! Used on focal walls, on accent pieces or the entireroom, if you’re gutsy enough, wallpaper has the power to take a roomfrom blah to beautiful. By Lori Buick

Authentique Sparse 45765by Prime Walls.

Tropical Leaf Floral UC2408 from Riviera

Reno and Decor, continued



22 JUNE/JULY 2011 renoanddecor.com

COVER FEATURE

1. Measure the width of your bed anddecide how tall you want the headboard(see standard bed widths below).2. To create a template, draw your owndesign on scrap paper. To ensure symme-try, make the template for one half of theheadboard and flip it over so that it mirrorsitself when tracing out your design.3. Cut out the template from the scrap paperwith scissors, and trace the design ontoyour wallpaper of choice. If your design iswider than two sheets of wallpaper, you

may need to align and piece three sheetstogether. We suggest lining up the seamsand temporarily taping them into one piecewith blue painter’s tape before tracing andcutting out your design.4. Cut out your wallpaper headboard, andapply the paper to your wall as you wouldnormal sheets of wallpaper.

STANDARD BED WIDTHS:Single: 39" / Double/Full: 54"Queen: 60" / King: 76–78"

Style Shortcut: Custom HeadboardThis is just one of the projects featured in Wallpaper Projects,More Than 50 Craft and Design Ideas for Your Home, from Accentsto Art by Derek Fagerstrom and Lauren Smith.

MATERIALS:Large piece of scrap paperfor template

Wallpaper (see bed widths below)

Tools

Measuring tape

Pencil

ScissorsPainter’s tape (optional)Wallpaper pasteBrush or paint rollerPlastic floatSponge

Pendulum Swing in DesignThe movement away from severe mini-malist interiors gives way to a more fan-ciful, decorative and comfortable look.Here pattern-layering and rule-break-ing are encouraged.Dramatic Digital DesignAdvances in digital technology, bothimaging and printing, bring a new designperspective and innovation to a highlytraditional category.Design-Savvy ConsumersConsumers have grown more confidentabout design and are willing to experi-ment, mixing styles and eras to createtruly personalized interiors.Eco-Friendly ChoicesMany papers are made of 100 per centnatural fibres; almost all are made withlow VOC, water-based inks.

Defining SpacesThe fast-and-furious construction boomof the last decade left us with a mix ofopen-plan and boxy rooms, lacking inarchitectural detail. Wallpaper adds struc-ture, depth and character to cookie-cut-ter rooms.Good InvestmentOn average, residential wallcoveringshave a life span of 10 years, whereas painthas about a three-year life span.Easy-Hang WallpapersOnce perceived as labour-intensive andan irreversible decorating commitment,wallpaper is now simpler to hang andremove, and even less messy and time-consuming than paint. The new easy-hangwallpapers are known as non-wovens andhigh-performance wallpapers.

wallcoverings.org

Available at your localbookstore or on-lineat amazon.ca or indigo.ca

Texture is Where It’s AtWhile traditional designs on wallpaper were made to mimic the lookof texture, wallpaper manufacturers have actually started to add realtexture to papers with applications of sand and recycled glass beads.These designs reflect light, with a subtle sparkle and shimmering effect.

Shown here, Recycled Glass and Sand designsfrom York Wallcoverings, yorkwall.com

Phot

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ROLLOUT will design to yourrequest and digitally print customwallpapers to fit your space. Theyalso carry stock designer and artistpapers, from a community ofdesigners and artists consistingof industry-leading illustrators,photographers and cutting-edgegraphic artists. Premium, latex-based inkjet wallcoverings comein 36-inch-wide rolls, digitallyprinted to any square footage.This minimizes waste and costs.Rollout has also begun applyingtheir designs to a variety offabrics, glass floor and wall tiles,custom giftwrap, and more.

rollout.ca

Why Wallpaper? Why Now?We’re in the midst of a wallpaper revival wherein, according to the WallcoveringsAssociation, consumer behavior patterns, style trends and economic factors haveall overlapped to create the current renaissance. The Perfect Fit

Canadian Home Trends

Spring 2011

Circulation 25,000




6. Magnolia AD8203 from Veranda. Available at www.yorkwall.com.

Canadian Home Trends, continued



Wallpaper Loppy Stripe CX1253 from Candice Olson Dimensional Surfaces, Tulip YV8904 from Veranda, Elena TV5337 from Francesca, Espalier RV3227 from Ronald Redding Designs Bronze Age, Caprice AN2307 from La Stanza, Magnolia Vine AD8203 from Veranda, Kylie SX7775 from Monogram 4th Edition, Sand Ironwork CX1329 from Candice Olson Designs

Good Housekeeping’s

“Your Good House”

May 2011

Circulation 4,676,815



Blue Mood, Page 4: Seabury wallpaper, York Wallcoverings; yorkwall.com.

Book from Woman’s Day:

The Happy Home Project

First Print Run: 10,000




In a room of solid colors and neutral materials, York’s Guinevere wallpaper provides an energetic pop of pattern.

Woman’s Day, The Happy Home, continued




In lieu of art, York’s Seabury wallpaper turns a wall around a fireplace into a focal point.








Wallpapers from York, including the Flourish pattern shown here, are made with efficient printing processes to reduce environmental impact.

Staten Island Advance

May 20, 2011

Circulation 89,100



Wallcoverings fabricated of materials like sisal, sand, glass, cork and stone, add natural touch

Sand Ironwork from Candice Olson Collection YDS533 by York Wallcoverings

If you’re looking for a means of bringing

outdoor elements indoors, look no further

than your walls. Natural wallcoverings in

everything from grasscloth to sand, glass,

cork and stone, increasingly are being used

to provide added dimension to rooms.

Jo-Anne McDonald, an interior designer

with Shamrock Paints in Castleton Corners

said many homeowners here are turning

away from paint and returning to

wallpaper. Tastes are more discriminating

this time around, she added, noting many

of her store’s customers are choosing

high-end wallcoverings, including those

fabricated of natural materials.

Shamrock carries papers made from

silk and rice paper as well as cork, and

“stone” wallpaper made from mica chips.

Industry experts say grasscloth leads the

way when it comes to natural wallpapers,

and Ms. McDonald agrees, noting it’s

“always in.” She believes it will never

go out of favor because it embodies a

slightly Oriental look that complements

many styles.

The highly textural wallcovering is

available in different colorways, including

metallics, and is very popular with

designers, according to Ronald Redding,

Vice President of Design at York

Wallcoverings.”It gives a very intriguing

look to a room, whether it’s contemporary

or traditional,” the designer commented.

“It gives it a nice background and blends

very well.”

Redding said natural fabrics, including

linen and wool, also are used to make

wallcoverings, and materials such as

recycled ground glass beads and sand are

being utilized to create designs on

wallpaper.

Nature-inspired designs from York include

its Natural Leaves wallcovering, fabricated

using actual magnolia leaves, and available

in several colors, including green, red and

black.

Glass and sand stylings run the gamut from

traditional to contemporary designs in

both larger and smaller prints. Sand,

Redding noted, comes in more neutral

tones, while the beads are transparent,

allowing one to see through to the material

below.

“The bead gives a very luminous effect

when hit by light,” he said.

CORK IS POPULAR

Cork is another material gaining in

popularity, according to Redding, who

reports the cork in York’s products is

mined from the bark of trees in Portugal.


Grasscloth leads the way in natural wallcoverings. The one shown above is Basket Weave from Thibaut’s Grasscloth Resource Collection.

This Hakka Grass grasscloth wallcovering in aqua is from Thibaut’s Grasscloth Resource Collection.

Natural Leaves from York wallcoverings is fabricated using real magnolia leaves, while sand figures in the creation of the company’s Sand Ironwork print, right.

Staten Island Advance, continued



The material lends a sophisticated look to a

room, he said, characterizing it as a “flat

product,” since it doesn’t have a glaze to

reflect light. It also is porous, so color

“soaks into the cork,” Redding explained,

making it a wonderful background

element.

The wallpaper and fabric firm Thibaut also

has observed an uptick in natural

wallcoverings. Marketing director Stacy

Senior said homeowners and designers like

how they add softness and interest to walls

as compared to paint.

“I think people are rediscovering wallpaper

in general,” she said. “The old connotation

of wallpaper as being stodgy is finally being

left in the past,” Ms. Senior continued.

“There are traditional patterns available,

but there are also those that are fun, hip

and speak to people’s personalities and

make them want to decorate.”

Thibaut offers a variety of grasscloths,

including those made from sisal and

boodlecloth, as well as selections featuring

damask and nature-inspired patterns. The

company also carries cork, paper weaves in

herringbone patterns, raffia and several

styles featuring sand or glass beads.

Ms. Senior warned that natural

wallcoverings are more delicate than

regular wallpapers, which tend to be highly

durable, and should not be used in areas

like the kitchen, where there is the

possibility of food splatter, or in a room

where children tend to congregate, like a

den or playroom.

“Cobble,” by York Wallcoverings, is created using sand.

This cork paper in Metallic Gold is from the Natural Resource Collection by Thibaut.

Grasscloth works well in dining rooms,

studies and master bedrooms, Ms. Senior

said. And though she noted that cork

– which also is being used on the ceiling,

the “fifth wall” – is a bit more durable, she

advises homeowners to avoid placing it in

high-traffic areas.

Of the renewed interest in wallcoverings

and natural ones in particular, Ms. Senior

observed, “You want people to walk into

your home and say, ‘what fun!’ It’s an

expression of who you are,” she continued.

“It’s like putting on clothing, but you get

to do it in your home.”

For the Bride

Fall 2011

Circulation 104,659




Giacomo CM2375 from Dolce Vita

For the Bride, continued




Medallion Damask NN4082 from Kaleidoscope

For the Bride, continued



Damask Spot KD1702 from Just Kids

WPMT/Fox 43

Made in PA

June 9, 2011

Viewership 170,000

Total running time 2:48





Better Homes and Gardens

Kitchen and Bath Makeovers

Summer 2011

Audience 450,000

WD2930 from Walt Disney Signature

St. Louis Home & Lifestyles

June/July 2011

Audience 20,000

22 JUNE/JULY 2011 STLOUISHOMESMAG.COM

above, left: Bamboo Leaf Toss wallpaper from The Carlisle Company’s White Heron II Collection for York Wallcoverings, available through Frank Patton Interiors. one: Tantalizing Teal by Sherwin-Williams. two: Belize by Sherwin- Williams. three: Surfer by Sherwin-Williams

Casablanca outdoor fabric in Pool by Kravet, available through Pizazz • 2 Interiors.

Jacquards Collection medallion fabric (pattern 4574-43) by Pearson Textiles,

available through Frank Patton Interiors.

Simple Pleasures Volume II Collection fabric in Pool (pattern 20786-439) by Duralee,

available through Lulu Belles Fabrics.

Silk Road Aqua/Jade Collection fabric in Aqua (pattern 89050-19) by Duralee, available through Lulu Belles Fabrics.

slhlHOTHUE

1 2 3

Absolutely AquaSummer is a carefree, happy time that encourages afternoons by the pool, boat

rides on the lake, and relaxing vacations to idyllic beaches. This aquatic-inspired palette of cool colors is reminiscent of memorable days spent by the water,

whether snorkeling in the crystal-clear Caribbean or lounging poolside in your very own backyard paradise. Bring the lighthearted, breezy mood indoors with

splashes of turquoise, teal or aqua blue. These marine-minded paints, fabrics and wallcoverings will refresh your spaces and shower them in seaside style.

HOT HUE.indd 22 5/20/11 12:23:21 PM



Bamboo Leaf Toss WE9075 from White Heron II

Bridal Guide

May/June 2011

Circulation 161,954



Lattice LS6132 from Bella Rosa

Hotel Business Design

May/June 2011

Circulation 70,000




Hotel Business Design, continued



Hospitality Design

May/June 2011

Audience 30,000



Mayfair from London Chic

Boutique Design

May/June 2011

Circulation 15,000



Pearson blog

June 14, 2011

Readership 11,000



Shine On

Nothing beats a little shimmer to brighten

a room (or an outfit). From fashion runway

to showroom floor we seem obsessed with

metallics. And rightly so. The right touch

of shine brightens more than just your

room, it lifts your mood.

I’m all in favor of accenting a room in a

metallic wallpaper or adding a shimmering

accent table. Here are a quick list of tips

from Jennifer McConnell (VP of design for

Pearson) and Gina Shaw (VP of product

development at York Wallcoverings) for

giving your next project that wondrous

glow:

Create a grand entrance with metallics in

an entryway.

Use metallic wallpapers to complement

bronze decorative hardware or stainless

steel finishes in kitchen appliances.

Silver works best with cool, calming colors

like spa blue, celadon, ivory, and misty

gray.

Use gold with bold colors such as peacock,

teal, berry and rich grass green.

Bronze pairs well with red, orange and

aubergine tones.

Metallic finishes can make petite

furnishings look larger and more

important.

So go ahead, add a little bling to your room

today. My pick? This bossy guerdion table

with its lustrous silver-leaf finish. See the

rest of the story “Make fashion’s metallic

trend shine in your home” featured on the

NJ.com blog.

Featured: Carlyle Penthouse @ Houzz,

Guerdion Table via Pearson Furniture and

Anna French Wallpaper via Thibaut

Documents

Visit us at . Wall Street Journal June 28, 2011 … · 2011-08-02 · Wall Street Journal June 28, 2011 Circulation 2,678,498 See a sample reprint in PDF format. Order a reprint of