The reinvention of wallpaper

Wallpaper has been making a comeback since the pandemic. Quebec companies specializing in printed wall decoration, such as Artza & Co. and Printed Decor, were founded at the very time when many people were embarking on the (re)decoration of their homes. Overview of the trend.

The wallpaper can still be seen by some as an old and a little old-fashioned decorative element. But this is not the case for Roxane Richard, artistic director and co-founder of Artza & Co. with Laurence Lefebvre.

She admits that customers often arrive with certain concerns about the equipment. “The paper before, we used glue to install it and to remove it. It was long, complicated and it damaged the surface,” she says. But all that hassle is behind us.

Same story at Decor printed, a printed wall decoration company that also offers this type of wallpaper. “We have good feedback on the wall coverings. It’s accessible and it appeals to a general public,” says Romy Beaucage, marketing director at Decor printed.

It is also the self-adhesive wallpaper that seduced Marianne Plaisance, content creator and host of the decoration show Marianne gets involved. “The reason I fell in love with wallpaper again was because I lived in a big rented loft and wanted to find ways to change my decor without ruining everything,” she explains. It’s a great way, she says, to temporarily change her space.

Tips for getting it right

When Marianne Plaisance decorates a room in people’s homes, she immediately thinks of wallpaper. To better understand their desires, she asks them a few questions. “What are their tastes? Their dream room? Their favorite colors? “, she says as an example. She can then visualize the room better and choose wallpapers accordingly.

“You have to take into account the style and atmosphere you want in a room, advises Roxane Richard. Do we want to put wallpaper on all the walls or only on an accent wall? The Artza & Co. co-founder also suggests adding interest to a smaller area like a small bathroom, or the back of a closet, to give structure and dimension to the room.

“Do we want a maximalist style or a more neutral one? You can go there for wallpaper with large patterns or rather something neutral and textured that will complement the decor already in place,” says Fannie Bellemare-Larivière, artistic director at Printed Decor.

No matter which wallpaper you choose, the visual effect is guaranteed. “That’s a punch! exclaims Roxane Richard. That’s what makes all the decor. Content creator Marianne Plaisance thinks so too. “There are so many choices, you can go for different kinds of wallpaper, floral patterns, geometric patterns, something more abstract,” she says. It immediately gives an atmosphere to your room. »

Well-thought-out choices

“Our mission at Decor printed is to get out of these patterns offered by everyone. We wanted to partner with artists from our community to create exclusive wallpapers,” explains Marketing Director Romy Beaucage. The Quebec company already has more than thirty collaborators, such as the content creator Fleur maison and even Marianne Plaisance. “We see ourselves a bit as curators of their art,” she explains.

The company Artza & Co., which also wants to stand out from the biggest players, is betting on a few trendy and popular patterns as well as timeless patterns. “We don’t want to be a wallpaper flea market,” says co-founder Roxane Richard.

Wallpaper prices are detailed per square foot and the final cost depends on the number of walls and the area to be covered. “It’s not necessarily affordable,” explains Roxane Richard. But it is an investment that can last for years. »

As it is an investment, all the workers questioned suggest taking samples before making a final choice.

And why choose wallpaper rather than paint? “The fact remains that wallpaper is more accessible than repainting an entire living room, believes Romy Beaucage. It’s even faster and more interesting. »

For an even more affordable option, there are wall decals. “Their price is quite affordable, and it can be a more spontaneous purchase, because it is easier to replace,” she explains.

“At the moment, we are in a period where we are looser in the sets. So it’s time to bring back the wallpaper,” says content creator Marianne Plaisance.