Pattern Stories Moa

With Pattern Stories we want to embrace a specific wallpaper design and give the story behind the pattern. We want to show the craftsmanship that leads to the finished wallpaper. We call it Swedish Wallpaper Art.

We had a chat with our marvelous wallpaper designer Karolina. We talked about her journey to becoming a designer and her wallpaper pattern Moa, which is named after her daughter Moa who was still in the womb when she drew the design. Karolina is passionate about the craftsmanship and being a part of creating Swedish wallpaper art.

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The story behind the wallpaper

Hi Karolina, who are you?

My name is Karolina Kroon, and I work as a designer at Sandberg. I have lived in western Sweden for 20 years but got my roots in Småland.

Was it always obvious that you would become a wallpaper designer?

I have been drawing and painting all my life, but that I would work with design full-time was from the beginning something I did not even know I could do. After primary school, I aimed to go to a painting academy, but after a visit to a folk high school with a creative focus, I got my eyes open for arts and crafts and design. All of a sudden, everything fell into place. This realisation was followed by eight years of training.

During my years of study at HDK University of Design and Crafts in Gothenburg, I saw wallpaper production for the first time. I got interested in Sandberg’s designs and production since my teacher Pia Artling worked at the company during the 1980–the 1990s” During my studies, I had the opportunity to practice at the company and kept in touch after school, which eventually resulted in a job.

What is the most fun thing about your job?

I appreciate the variation of tasks and the challenge of working artistically in industrial production.

Tell us about the design process behind the wallpaper pattern Moa?

The inspiration comes from the classic Toile de Jouyér, a historical pattern character with a lot of details. I built a fantasy jungle with exotic plants and animals that I drew with a thin ink pen.

As a kid, I used to fantasize a lot about pictures, especially my grandmother’s wall hangings. In the same way, I want the animals and the landscape in the wallpaper to be able to encourage conversation and imagination.

The combination of the classic motif with the contemporary colour scheme makes it possible to put the wallpaper both in an elegant salon but also in a modern children’s room.

Which part of the design process do you like the most?

There are so many different steps in the design process, and each part is exciting and fun in itself. But the most pleasurable moments, I must say, are to sketch and paint originals. It is also so much fun working on the factory floor with the paint master and the printers: seeing when the wallpaper comes out from the machines is a bit like Christmas Eve.

What inspires you?

Everything from a patterned inside on a book cover, a flowering garden, interesting colour combinations, or a beautiful film. As a designer, the eye and the thought never rest.

How would you describe Sandberg Wallpaper?

Sandberg is a strong brand with a high sense of quality where the craftsmanship and the idea of ​​creating a beautiful home is the basis.

Which is your favorite wallpaper?

There are many, and they vary slightly over time. Raphaël has been a favorite for a long time, but Moa is also close to my heart.

Do you want to recommend something?

Dare to wallpaper and go on your gut feeling in the choice. Do not think so much about a particular interior style; instead, think about choosing what you like; it creates your style. Wallpaper is a fund in your everyday life, something you live with and which can make you happy every day.

Then I recommend growing flowers and vegetables. It is such a satisfaction to see something grow that you have taken care of yourself. Every night during the summer, I go for a walk in my garden, pick some weeds and dry leaves, it’s a lovely way to unwind and find peace.

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