ATADesigns Wallpapers on HP Stand at Heimtextil, Germany.

HP Stand was a Hit at Heimtextil

When my consultant said that I could go, I was over the moon, but with caution of course.  They said to make sure I got plenty of rest, as I was and still am recovering from a major operation.  It’s a bit of a long process, but I’m getting there. I really couldn’t miss this for the world. My designs were part of the HP stand, so for me, this was an opportunity not to be missed. Heimtextil is the biggest international trade fair for home and contract textiles, held in Frankfurt, Germany, every year.

Trendease Int’l Creates and Curates HP Stand at Heimtextil 2018

Jennifer Castodi, Clemens Hackl and Annette Taylor-Anderson.  Discussing HP’s bar and  lounge area while I was exhibiting at the Independent Hotel Show last year.

I was first introduced to the project by Jennifer Castodi (founder, CEO and Chief Creative Director of Trendease International) whom I’ve known for many years, since I started ATADesigns.   Jennifer and her team at Trendease International created the concept and curated HP’s stand. Working with 12 hand-picked surface designers whom Jennifer had scouted during her regular global travels.

I didn’t realise at first that HP printed on so many different innovative materials, so I was very excited to see how my designs would be realised on their materials and products.

Bar and Lounge Area by ATADesigns

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 Garden’s botanical gardens, launched at the Independent Hotel Show in October last year. Including collaboration designs with Arka Chergui (illustrator).  These designs evolved into something special.

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 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.

Trend Area

Our design “Kews Leafy Florals”  also made it to Heimtextil’s trend area.

HP Printing

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

The Brochure

The Interview

To read the full story about HP’s innovative stand, here’s some interesting reads:

HP Press Centre


In the press

The Power of digital decor at Heimtextil by Innovation in Textiles, Adrian Wilson (author)

Home designers’ new secret weapon:  Print (by The Garage)


Customised Lampshades

Innermost (