HOW DID FROMENTAL BEGIN, AND WHAT INSPIRED YOU TO FOCUS ON LUXURY WALLCOVERINGS?

Fromental was founded 20 years ago, with a vision to produce beautiful hand painted wallcoverings. Tim and I had met nearly ten years before and had always worked together. We evolved in the same spheres on the design industry and seem to always be inspired by the same things. We loved craftsmanship in its highest form and both had skill sets which suited producing high end decorative products. Ultimately, as we both had a passion for  wallcoverings and enjoyed working with each other, it seemed completely natural to found our company together and focus on the high end, handmade.

FROMENTAL CELEBRATES TWENTY YEARS THIS YEAR - HOW HAS YOUR VISION EVOLVED OVER THE LAST TWO DECADES?

I think our overall vision has remained the same, to design and make beautiful wallcoverings. What has changed and evolved over the years is the addition of new techniques as we went along, from adding textures, fine silk embroidery, and dimensional elements, such as the extraordinary Lalique crystal, wall mounted swallows.

WHAT'S BEEN YOUR PROUDEST MOMENT WITH FROMENTAL?

I don’t think of one in particular, but certainly, when a favourite wallcovering is installed, in a room with artworks, architecture and furniture that tie in perfectly with it, it gives us great pleasure, sticks in our mind, and urges us to the repeat the experience with new designs. 

HOW DO YOU BALANCE HONOURING TRADITIONAL CRAFTSMANSHIP WITH CREATING BOLD, CONTEMPORARY DESIGNS?

The joy of traditional craftsmanship is that it is a tool, a set of skills, techniques and materials which when mastered can be applied to a varied style of designs. They are even more interesting to use when combined with new technology and the results can be surprising and beautiful.

THE '3am' ROOM FOR WOW!HOUSE 2023 WAS EXTRAORDINARY - CAN YOU SHARE YOUR CREATIVE PROCESS FOR THAT COLLABORATION?

Working with Jo and Scott on this project was so much fun. I will stress the word fun because it was very much at the centre of this collaboration. It was a chance to all explore things that delighted us, individually and together, it was a chance to PLAY, with the only caveat being that we had to love it and believe in it.

WOW!House was a rare chance to explore what it meant to create, to make, for ourselves.

WHO ARE YOUR FAVOURITE ARTISTS OR DESIGNERS, AND HOW HAVE THEY INFLUENCED YOUR WORK?

I wouldn’t say I have favourites, anybody who looks at our book collection would agree that we are eager to learn from as many sources as we can. Obviously we tend to gravitate towards artist designers, decorative styles and movements that spoke to us strongly when we were younger, but the goal is to stay open and curious to the new.

ARE THERE SPECIFIC PLACES, CITIES OR CULTURAL INSTITUTIONS THAT INSPIRE YOU?

Different cities speak with different voices and draw out different themes and ideas. The cities that I always leave brimming with ideas are Paris, Milan and New York. Not during the design weeks, just walking and taking part in the atmosphere and architecture. But further than this, places of nature feed the soul and its desire to create. The mountains of Chamonix and the red rocks of Sedona.  

WHAT ROLE DOES STORYTELLING PLAY IN FROMENTAL'S DESIGNS?

The story is always about the sources that inspired each design. 

I'm a firm believer that any piece of work we make can be deconstructed into its basic building blocks; layout, design, and colour. Each time, these  will be inspired by completely different sources. Putting them together, making them into a brand new piece of work, builds the story.

HOW DO YOU APPROACH COLLABORATION IN YOUR CREATIVE PROCESS?.

A good collaboration should culminate in a piece of work where you can really see and feel the input and vision of both parties. You should be able to recognise the essence of them both, but this new design should stand on its own if a client is not aware of the collaboration at the heart of it.

IF YOU COULD DESCRIBE FROMENTAL IN THREE WORDS, WHAT WOULD THEY BE AND WHY?

Beauty, craft and commitment. Beauty is an essential good for which we strive and which provides meaning and direction. Craft is the expression of skill and rigour to this aim. Commitment is our unswerving belief in what we do.

WHAT HAS BEEN THE MOST UNEXPECTED SOURCE OF INSPIRATION FOR FROMENTAL'S DESIGNS?

Nothing is an unexpected source. Everything is up for grabs!

WHAT ADVICE WOULD YOU GIVE TO SOMEONE STARTING OUT IN THE WORLD OF DESIGN TODAY?

Work bloody hard…, listen to advice, but know that everyone’s advice only comes from their perspective and nobody is in your shoes exactly.

There are no hard and fast rules, just keep going whilst it makes sense and brings you some joy.