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New Collab She She's Custom, Hand-Painted Wallpaper
The increasing prevalence of mass-produced home goods from retailers like Ikea, CB2, and Target has led to a homogenization of interior design. In response to this trend, Minneapolis-based designers Kate Worum and Jennifer A. Jorgensen have founded She She, a firm specializing in custom, hand-painted wallpaper installations and textiles featuring original illustrations.
She She’s approach focuses on creating unique, personalized designs that combat generic aesthetics. Their inaugural projects include "on a pony she named wildfire," a toile pattern inspired by a reflective trip to Crosslake, Minnesota, and "Paco y Maria," a design drawing from a San Francisco trip, celebrating themes of passion in various aspects of life. Worum, an illustrator, and Jorgensen, an interior architect, met at an art gallery and discovered a shared vision for design. The concept for She She originated when Jorgensen, while designing a room for the American Craft Council Show, decided to create a unique, north-inspired wallpaper instead of simply painting the walls. The polarizing feedback they received confirmed their belief in the potential of their distinctive work.
The design process at She She begins with a conceptual idea for the wallpaper's aesthetic. Both Worum and Jorgensen contribute to the illustration, sketching and painting to develop a repeatable image. This design is then projected onto the wall, traced by hand, and subsequently painted directly onto the surface. They intentionally leave room for artistic interpretation during the painting phase to enhance the custom feel of each installation. The designers emphasize that each wallpaper project is deeply personal, often reflecting significant life experiences, which contributes to the emotional depth and narrative quality of their work.
Inspiration for their designs stems from their travels and personal experiences. For client projects, their goal is to translate the client's own life stories and preferences into the design, making each installation uniquely special for the space it inhabits. Initially, their clientele has primarily come through Jorgensen's existing design practice and word-of-mouth referrals, indicating a strong demand for bespoke interior elements.
While She She is currently focused on custom projects for both residential and commercial clients, they are open to the possibility of developing non-custom retail products in the future, such as a portfolio of prints for wallpaper rolls. However, their immediate priority is to expand their custom design business. Upcoming projects include a custom wallpaper design for a coffee shop in Chicago and a Mid-Century modern custom wallpaper installation for a local kitchen. Their long-term aspiration is to undertake a dream project involving the comprehensive design of a boutique hotel, where their patterns would extend beyond wallpaper to furniture, lobby areas, and other decor elements, creating a fully immersive and cohesive visual experience.
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