Wallpaper designer and manufacturer, Graham & Brown has opened The House of Wallpaper pop-up in a Victorian townhouse in Soho, for London Design Festival. Running until 4 October, the pop-up takes visitors on an immersive journey to look at the history of wallpaper and discover what the future holds for the walls around us.
Graham & Brown collaborated with interiors and architectural specialist, SHH Interior Design & Architecture to create the store. Inspired by the family-run business that dates back to 1946, SHH worked together with Graham & Brown to reinterpret elements of the Blackburn-based factory. Through installations, demonstrations and visual creations, The House of Wallpaper educates visitors on the history of wallpaper design, provides an insider's look into the creative processes and showcases the latest innovations and technology.
The outside of the pop-up is decorated with a beautiful floral installation, as is the reception area, to showcase this year's inspiration – soft pink magnolia. Specially designed hollow print cylinders used to create Wallpaper of the Year 'Pierre' have been crafted into a stunning light installation.
'Guests enter the house in a flurry of colour through an installation created from large, printed cyclinders that are integral to the production and define the wallpaper patterns. After visiting the factory and seeing the heritage, innovation and dedication to craftsmanship and design, we worked with Graham & Brown to create a space that not only highlights the fascinating story, but showcases how their ongoing development is constantly pushing boundaries for homes and retail,' says Brendan Heath, associate director at SHH Interior Design & Architecture.
The first floor – Heritage & Design – is dedicated to Graham & Brown's 71-year history and includes archive pieces, a HoloLens factory tour, resident artists colour mixing and painting demonstrations by the design studio.
On the second floor – Reveal & Explore – an immersive kaleidoscope experience has been created in The Cube with a stunning visual tromp l'oeil paper effect. The latest collections and pattern books are also on display here.
The third floor – Pick & Play – provides an opportunity to create limitless new looks on the wall in the Projection Room, using the Graham & Brown developed application with Microsoft Surface.
The fourth floor is host to a series of talks and workshops with some of the world's most celebrated interior and fashion designers who have collaborated with the brand over the years. This floor is also home to a pop-up restaurant created by Michelin trained chef Pedro Passinhas, who has created a series of evening culinary experiences called 'Off the Wall & onto the Plate'. Inspired by Graham & Brown's extensive collections, the menu reinterpets wallpaper as we know it – testing the senses with taste, colour and pattern.