As a veritable oracle of surface-design trends, Elitis wallcoverings and fabrics are much more than they seem. Often artworks in their own right, indicative of global trends and social moods, they look to both tradition and technology for inspiration.
We spoke to art directors Marie Papillaud and Vincent Gevin about the direction the house is going and what inspires their ever-evolving creations.
Tell us about the recent changes in wallcoverings, and how you see 2019 unfolding.
The biggest change for us has been how we print our designs. The market is saturated with digital designs and there are advantages to printing digitally. It enables a lower price point because there's no investment needed in cylinders, the number of colours you can use is infinite, and there is no limit on the size of the design.
The fact that the minimum quantity required is very small compared to a traditional industrial process means customisation is more attainable. The weakness is the material on which they are printed, which is mostly thin or non-woven paper. Our panoramics, for example, couldn't be done any other way, but we try as much as possible to adapt our designs to the material we use.
How do your 2019 collections reflect these changes and embody current trends?
The market has changed and people - younger people especially - are no longer afraid of large designs. The wall has become a more important element of the interior scheme as a whole, not just something incidental or minor. As a result, original designs are more essential.
In line with this need for uniqueness, unusual textures and finishes will be in demand. Surfaces like oxyde, wood and natural materials will serve to set your space apart.
There seems to have been a move towards natural textures. How do you see this playing out in the coming year?
Natural textures have always been part of Elitis's identity. Although they have changed over time, they are part of our DNA and we try to expand our library every year.
We also travel to find these treasures and to meet the people with whom we develop the collections. These collaborations are precious and essential to Elitis.
You always seem to be ahead of the curve when it comes to trends. How does the company keep innovating?
Our design team is made up of people of different ages, from different backgrounds and different places. Every year we have a brainstorm for the upcoming collections and build a huge bank of images - from interior design and fashion magazines, from books, retail, or just beautiful objects. The diversity of the team and this lateral process helps to catalyse new ideas. Meeting people when we travel also offers unexpected opportunities to create new products and these are sometimes the best surprises.
What inspires your collections?
From fashion to fine art, we draw our designs from many things. In fashion, we're inspired by Paul Smith's sense of subverting the traditional, Jean-Paul Gaultier's sense of humour and Alexander McQueen's originality. Architects Oscar Niemeyer and Zaha Hadid also inspire us.
Then there's the technique and colour used by artists like Picasso, Matisse, Bacon, Hockney and Turner. Even film offers a wealth of ideas, just look at Grand Hotel, Lost In Translation, Kill Bill. Plus everyday design like the iPhone, Pierre Paulin's furniture and spaces by Dimore Studio...