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.

Jennifer Castodi, Clemens Hackl and Annette Taylor-Anderson discussing HP's bar and lounge area at the Independent Hotel Show

ATADesigns was introduced to the HP project by Jennifer Castodi (founder, CEO and Chief Creative Director of Trendease International). Jennifer and designer Clemens Hackl created the concept and curated HP's stand at Heimtextil in Germany, working with 12 hand-picked surface designers scouted during Jennifer's regular global travels. HP's range of innovative print materials and products made this a particularly exciting project for ATADesigns.

Bar and Lounge Area by ATADesigns — Introducing Illustration by Arka Chergui

Designs by ATADesigns on HP stand at Heimtextil 2018, in association with Trendease International

ATADesigns' particular section was the bar and lounge area, featuring designs from the “All Things British 3” wallpaper and murals collection — inspired by Kew Gardens Royal Botanic Gardens and launched at the Independent Hotel Show, including collaboration designs with illustrator Arka Chergui.

Flooring, Table Tops and Swoosh

At the show, the designs were printed and featured on:

Backlit Bar (back and front): General Bulldog design
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 area. The customised lampshades were produced by Innermost, who turned them around in record speed to meet a tight deadline.

Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Designs by ATADesigns and Arka Chergui on HP stand at Heimtextil 2018, in association with Trendease International
Jennifer Castodi of Trendease International and Annette Taylor-Anderson of ATADesigns on HP stand at Heimtextil 2018, Germany

A highlight of the event was seeing an ATADesigns design being printed live on fabric using HP’s Latex Technology. ATADesigns would like to thank Jennifer Castodi and the Trendease International team for their exceptional curation of this project, and everyone at HP who worked behind the scenes to bring it all together.

Information About the Event

See below for more information about the show, including interviews.

The Interviews