The luxury wallpaper brand Cole & Son continued its partnership with the London-based creative agency FormRoom, unveiling an Andalusian-inspired showroom to debut the new ‘Seville’ collection during Paris Déco Off 2020.
Floral, Musical and Architectural Influences in the Pop-Up Concept
Located in the Parisian district of Rue de Seine, the vibrant pop-up drew inspiration from architecture, music, flora and local culture, transporting visitors from the streets of Paris to the sun-drenched and poetic gardens of Southern Spain. The concept aligned with the overarching design criterion: ‘Bringing The Outdoors In’.
A Mediterranean Narrative for the Seville Collection
Taking cues from botanical, architectural and ceramic-inspired prints, FormRoom unveiled three thematic sets — ‘The Garden Party’, ‘The Kitchen Garden’ and ‘Courtyard’ — inside the Galerie Rauchfeld showroom.
Building upon the collection’s prints, the design team combined Mediterranean hues — warm terracotta and vibrant blue — with textures and props to translate the product range into a tangible showroom environment. The space evoked Mudéjar Spanish flavours infused with Italian Renaissance influences, crafting a guest experience rooted in heritage and escapism.
The Garden Party: A Space for Spanish Entertainment
Upon entering, guests were welcomed into ‘The Garden Party’, a set dedicated to Spanish entertainment, from hip-swivelling flamenco dancers to guitarists. A Mediterranean balcony scene — complete with distressed shutters, wrought-iron railings and an array of potted plants and cacti — established the tone.
The Courtyard: A Bougainvillea-Inspired Window Display
The ‘Courtyard’ set was built around Cole & Son’s ‘Orange Blossom’ print. To replicate the vivid and characterful pattern, FormRoom collaborated with florist Julian Glaves to bring the motif to life through a striking Bougainvillea window installation. The display was later awarded ‘Best Window Display’ by Paris Déco Off.
Complemented by rustic props, warm tones and a flourishing orangery teeming with fruit, the installation created the illusion of an intimate kitchen courtyard — a relaxed dwell area where visitors could explore the collection while immersed in a sunlit Mediterranean atmosphere, far removed from the bustle of historic Paris.
Craftsmanship and Scenic Elements
FormRoom’s production team crafted distressed woodwork to echo Seville’s artisanal heritage, using aging techniques and refined joinery to enhance the authentic charm of the Andalusian-inspired environment.
A water fountain, constructed from MDF with a stoned plaster finish, acted as a provincial feature suitable both as a seating area for photography and as a vantage point for watching live stage performances. A traditional Spanish-style stairway was also recreated using Moroccan plaster, capturing the texture and warmth typical of Southern Spanish architecture.
Location: Showroom Aldeco, 23 rue du Mail – 75002 Paris
Design: FormRoom