HP - Heimtextil - Germany
HP Stand was a Hit at Heimtextil
Heimtextil is the biggest international trade fair for home and contract textiles, held in Frankfurt, Germany, every year.
I was introduced to the HP (Hewlett Packard) project by Jennifer Castodi (founder, CEO and Chief Creative Director of Trendease International). Jennifer (above) and designer Clemens Hackl (above) created the concept and curated HP’s stand at Heimtextil in Germany. Working with 12 hand-picked surface designers whom Jennifer had scouted during her regular global travels. I didn’t realise HP printed on so many different innovative materials, I was very excited to see how my designs would be work on their materials and products.
Bar and Lounge Area by ATADesigns Introducing Illustration by Arka Chergui
When I first arrived at HP’s stand, all I could say was WOW! I was certainly blown away, seeing the stand for the first time transformed from concept to real life. I was impressed by the high standard and print quality of everything.
Flooring, Table Tops and Swoosh Etc.
My particular section was the bar and lounge area, featuring designs from the ”All Things British 3″ wallpaper and murals collection. I worked closely with Jennifer putting this together, it was quite challenging. I’m not afraid of a challenge, I welcome it. Especially when it involves using my designs in large areas such as this.
The “All Things British 3” wallpaper and murals collection is inspired by Kew Gardens Royal Botanic Gardens, launched at the Independent Hotel Show. Including collaboration designs with Arka Chergui (illustrator). These designs evolved into something special.
At the show, the designs were printed and featured on:
Flooring: Kews Leafy Florals design
Table Tops: Kews Leafy Florals design
Acoustic Lounge Chairs: Dog ‘n’ Watch design
Ceiling Swoosh Fabric: Kews Ghost Roses design
Lampshades: Dog ‘n’ Watch design, Top Hat No Tails, Kews Dramatic Roses
Trend Area: Kews Leafy Florals design
(All these designs are currently available as repeat wallpaper and murals)
Each design was made bespoke to fit each product and specifically sized areas. I was particularly amazed at Innermost who made our customised lampshades and turned them around in record speed time. We were working to such a tight deadline, they were great! I highly recommend them for any customised lampshade projects.
As well as being amazed by HP’s stand with all it’s featured design sections by 12 designers, it was also wonderful to see one of my designs being printed live on fabric…Amazing! On HP’s Latex Technology.
I had a wonderful time at Heimtextil, and I would like to thank Jennifer Castodi and the Trendease International team for involving me on this project. You did a great job curating and bringing this project to life. It can’t have been an easy job curating everything, and I can imagine that you must have had lots of sleepless nights, but you did it, you did what you do best, a great job and I appreciate you for that. I would also thank everyone at HP, also behind the scenes bringing everything together, working hand in hand with Jennifer and her team. It was lovely to meet you all, you’re a great bunch! Your stand was surely a huge success!
Information about the event
See below for more information about the show, including interviews, the brochure, and news from the press
In the Press
Home designers’ new secret weapon: Print (by The Garage)