Guest Blog Post: Discerning Eyes have Their Eyes on York

Guest Blogger: Anne from York’s public relations agency.

Reading a decorating magazine or watching a home design TV show is similar to visiting a museum or art gallery, where a team of curators has edited a vast body of work to present the very best that an artist has to offer.

In the media world editors and producers are the curators of their magazine, newspaper or TV show. If you love Better Homes and Gardens or Renovation Style, you love the taste level, viewpoint and style of the editors.

It’s safe to say that editors, who must curate a fresh, revealing, exceptional experience for their loyal readers-every single issue-,have seen it all. Each day they review scores of new products from the manufacturers, craftspeople, artists and PR firms. They brainstorm with colleagues about what’s hot. They scour trade shows, design markets, retail stores, designer showrooms and show houses for emerging trends and ideas.

Yet, despite all the innovative, beautiful, even one-of-a-kind products they have seen over the years, editors are consistently, duly impressed with York’s wallpapers, and that makes my job fun!

When we present York products, editors listen, take notes and ask questions, in contemplation of how wallpaper suits stories they’re working on. Very often they’re inspired to create entirely new stories based on what they’ve just seen. As ambassadors of their readers’ wishes and dreams, they take their jobs seriously.

As York’s PR firm, we finds that editors are always excited to see what York is up to in its design studio and factory. To witness the “Wow!” as they run a hand over velvet flock, or watch eyes light up as a design embedded with tiny glass beads dances in the light is very gratifying, particularly among this discerning group. Their #1 goal is to inspire their readers, so we make it our goal–on behalf of York Wallcoverings–to inspire them.

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Making Wallpaper Work for Renters

Working for a wallpaper manufacturer while living in a rental should, in my opinion, be considered some form of torture. Every time we release a new collection or I spot some pretty new samples hanging in our studio, I “ooh” and “ahh” over them for several minutes before remembering… oh, that’s right, I can’t put up wallpaper. (I can’t even hang pictures!) As soon as I remember the super-strict leasing agreement I’m bound to for at least another couple months, my head droops and I drag myself wearily away from the gorgeous patterns and stylish designs. Someday, I think, and then proceed to mope for a couple hours.

Much to my surprise, however, our studio has been giving a great deal of thought to the situations of my fellow apartment and rental property dwellers. Since we almost never have permission to put up wallpaper, but still crave splashes of design in our caves of white walls and neutral carpeting, any way we can use wallpaper without a landlord breathing down our necks is welcome. Here are some photos from our latest collection, Bistro 750, that feature literally “off the wall” ideas for using wallpaper in any space.

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From Concept to Completion: The Beginning

“From Concept to Completion” is a three part series on the process of designing a wallpaper pattern from start to finish.

A meeting is called and a suggestion is made. What are we missing, where are we going, who is the customer, what are they buying? The decision is made, and an assignment given for a stylist to create a collection based on a chosen theme.

Now the research begins; the magazines, the shopping, trend services, style directions and sales analysis. All this creative research becomes a pool of ideas. How does it all relate to wallpaper? Can we produce it, where will the consumer use it, how will it work in conjunction with current market trends in home decor?

A story board of ideas emerges from the mix and the concepts for a new collection are born. Our little pattern from the 1950’s is just one piece in the jigsaw puzzle that pulls together the information and ideas in our marketplace. Her lines are unmistakeably right for current trends and pattern placement is good. She now needs a contemporary color overhaul, and a style update to move ahead with the times. It’s a fit; a “retro” fit.

Our little makeover pattern attends the meetings, and she makes the cut! New and super upgraded, the wallpaper version of “America’s Next Top Model”; just imagine what a little lipstick and wardrobe can do! She’s a changed woman and she is in our new “Bistro 750” collection to stay. Our stylist not only saw her for what she is but what she could be, and as with all things beautiful you can guess where she’s headed next: photography.

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