Boråstapeter brings in the Swedish people to show off the wallpapers of all times

February 17, 2015

The oldest wallpaper brand in Sweden turns 110 years old in 2015 and marks the date with a historic collection featuring their number one classics of all times. Together with their head agency Valentin&Byhr, Boråstapeter is launching a national anniversary campaign for the collection. And the Swedish people are asked to contribute by sharing their own favorite wallpapers at Instagram.

A national treasure hunt for the greatest wallpapers of all times will be at the hub of the anniversary campaign, with founders' fees distributed every month to the treasure seekers. Using Instagram as focal point, participants are asked to share images of their favorite patterns under the hashtag #allatiderstapeter. The campaign photos will also serve as a starting point for a massive inspirational, on-line image bank featuring old and new wallpapers from all corners of the world. All contributions to the treasure hunt will be published continuously at Instagram, in the magazine Sköna Hem as well as on the Boråstapeter campaign site. Each month, a jury with representatives from the magazine will choose the most inspiring wallpaper photographer who will be rewarded with a set of Boråstapeter wallpaper classics of his or her choice. The campaign also includes print advertising, banners, guerilla, PR, in-store material as well as styling and photography for the collection book.

Magnus Tengby, creative director at Valentin&Byhr talks about the challenge in being asked to come up with the campaign for Boråstapeter's most important collection of all times.

- Our main objective with the campaign was to inspire and remind people of our fantastic Swedish wallpaper heritage and the part that wallpapers have always played in our homes, says Tengby. The Boråstapeter archive is an amazing treasure chest for all of us to pour from. It gave us a unique opportunity for a different creative take where we decided to turn wallpapers into a phenomena and get people to share their most beloved patterns in ways that have never before been done.

"We're hoping that this campaign will raise a new interest in wallpaper history"
Ulrika Hurtig, designer at Boråstapeter

The anniversary collection features a selection of timeless patterns, gently picked out of Boråstapeter's large archive from 1905 up until today, updated with new and modern color combinations. The launch campaign is now running across the country.

- We're hoping that this campaign will raise a new interest in wallpaper history. Our archives offer an unparalleled piece of interior design history and this anniversary collection brings back a few of these patterns to the stores, explains Ulrica Hurtig, responsible designer for the collection. We are extremely proud to offer such an opportunity that gives people access to wallpaper patterns that have been out of production for decades.


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Magnus Ahlqwist

Magnus Ahlqwist

Account Director
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