The writing’s on the wall
The duo behind bespoke wallpaper design company Fromental talk to Lydia Williams about why their work is adorning walls across the capital
Above: Lizzie Deshayes and Tim Butcher of Fromental
The word ‘bespoke’ has long been associated with couture fashion design, defining the height of luxury and exclusivity that comes with owning a truly one off item. This term is being whispered once more on the lips of the cognoscenti, but this time in the circles of luxe interior design. Buyers are embracing design companies that offer tailor-made services and craftsmanship is once again a sort-after commodity, be it in the (exclusive) shape of a hand-crafted kitchen, or a one-off hand painted wallpaper. Such services as are offered by Tim Butcher and Lizzie Deshayes, owners of bespoke wallpaper design firm, Fromental.
Having worked independently in fashion and interiors with leading designers including Philippe Starck, Matthew Williamson and Paul Smith, partners Tim and Lizzie met at their first ‘real’ job 11 years ago at a silk manufacturer, printing iconic designs for the likes of Ralph Lauren.
‘I fell into wallpaper designs, preferring scope and scale of this medium rather than fashion,’ explains Tim of their union. ‘I worked for a while as a muralist and saw the opportunity to push my ideas of panoramic decorative designs’ adds Lizzie. And so Fromental was tentatively born.
‘The first orders of Fromental wallpaper were painted in our kitchen.’ A far cry from this cottage industry set up, Fromental’s pioneering hand-painted and hand-embroidered silk wallpaper collections launched just two years ago at 100% Design Show, Earls Court. Since then, their designs have been commissioned to adorn the walls of worldwide restaurants and bars including London venues, China Tang at the Dorchester Hotel and Shoreditch House, the new hip hangout in East London. Each design is non-repeating, individual and tailored not only to the clients, but the room’s needs, encompassing doorframes, radiators and other permanent fixtures. To meet the high spec demand of this bespoke service the pair now enlists the skills of talented artists in China and London.
Tim explains the need to outsource their designs, ‘The tradition of skilled craft has almost disappeared in Europe so we chose to locate manufacturing in China, the country that hosts the world’s best painters and embroiderers for the designs we want to achieve. Our studio is based in Wuxi, now the centre of China’s silk industry, whose artisans are as highly regarded as their academics.
Ancient crafts of painting and embroidery have been practised in the Jiangsu province for 2,500 years using the world’s most luxurious silks. We have a window in history to produce works of the beauty and skill that have not been witnessed since the 18th Century. Our highly talented artists in China spend up to 600 hours stitching individual panels with their exquisite and elegant embroidery techniques.’ Indeed, so intricate is their handiwork that the embroidered silk-backed panels use up to 14 different shades of the same colour thread to create the desired effect.
On hand to consult both commercial and domestic clients, Lizzie can advise on a foray into wallpaper application. ‘Dining rooms are places where really dramatic papers can be used. Embroidered cherry blossom has been hugely popular. Powder rooms can also be turned into surprising jewel-like boxes.’ Do they find clients take a lot of convincing to put down the paintbrush and take up the wallpaper paste? ‘Not at all, you need to be far bolder with both colour and pattern intensity if you really want to create an effect. People often see a small sample and think it will be too much. In fact once it is in a whole room it is far less scary than you think.’
Tim’s background in surface painting fabrics which were used in fashion runway shows for the likes of Oscar de La Renta is a subtle link to the couture, high end design approach Fromental takes in creating its wallpaper. An approach that made the leap into fabric design a natural progression for the company. ‘We see the new fabrics being used as showpieces and drapery. Imagine Elizabeth Taylor in your living room.’ Fromental’s first collection of fabrics, a collaboration with Royal Warrant owners Gainsborough Silks was launched this autumn, again at 100% Design Show. Combining one of the world’s most traditional fabric houses with Fromental’s contemporary design, the union is a forward thinking, hybrid combination. ‘People are looking for better quality and more extreme luxury – they’re reacting to the detail, lustre, warmth and richness of textiles again.’ says Russell Sage, creative director of Gainsborough Silks.
‘Hand-painted and embroidered silk is the most value-adding and desirable item you can apply to a wall,’ Lizzie proudly surmises. With interior accessories and porcelain ranges on the horizon in 2008, Fromental bespoke designs seem to be a wise investment.
www.fromental.co.uk; info@fromental.co.uk.
Available at Gotham, 17 Chepstow Corner, W2.
Meet Fromental at the Open Studios event at Great Western Studios on 1–2 December, 12noon–6pm.