Desenio, Scandinavian Art & Design Company: Stylist Wall Art To Suit Every Room In Your Home
Annica Wallin is the Executive Creative Director, Desenio, Scandinavian art and design company, which sells affordable art worldwide. Wallin has been the Creative Director for Desenio’s new photo collection entitled “Studio Zest,” which is inspired by fun colors and playfulness with prints and design.
How did you get started in the interior design business?
The position that I have at Desenio today (Executive Creative Director) was a perfect match with my background working with design management and leading creative teams, and with my competence in home decor. I love leading the design process and directing our assortment using my knowledge within interior trends combined with our own sales data. I’m very data-driven in my direction and decisions.
How has your educational background in Communications prepared you for a career in design and art direction?
When it comes to working creatively, I would say that I have a lot of tools from my previous positions. I think that working with art and design is similar to working with communication: you have to understand your audience and also have all the tools you need for steering the trend and working creatively.
Who are some of your role models in terms of art and creative direction?
That is a very good question! I learned a lot from different people during my career. People who are inspiring and creative, as well as other profiles that are into design management, consumer insights, and more tactical and strategic thinking. That as a combination is especially important in my role.
From where do you get most inspired when it comes to interior design?
I find inspiration everywhere, from visiting home decor stores and fairs, to what I see on social media. But my main inspiration comes when I’m traveling and visiting new places in the world, and especially when I visit design hotels and new restaurant concepts.
You have worked as Art Director for several other companies, including Valtech. Why did you decide to work at Desenio and how has it been influential to your career goals?
I chose Desenio due to Desenio’s product offering. I have a high passion for home decor and I’m motivated by how we can help so many people to decorate their homes with wall art at an affordable price. Today I have a job that I love: it’s like working with your hobby, and that has been a goal for me in life.
What made you want to create “Studio Zest,” in particular?
We wanted to create a collection that was very colorful. Colors have such a huge impact on our mood and state of mind so we started with that vision. Then we also wanted to create a story that celebrates self-expression and living life in a bold way. We felt that one year into the pandemic and being in quarantine was the right time to design an uplifting collection. The final result is a collection that sparks a feeling of pure joy and happiness through playful colors.
What are some of the key elements that you see in your design aesthetic?
We are very trend-driven when setting the direction and a concept story of new design and art collections. All our creatives in our Studio work towards seasonal palettes, a specific story, or a style of design.
We are also very data-driven in what we do. With our digital tools, we have a high knowledge of what’s selling in assortment right now. From the data, we are able to determine the trending styles in our stores, and using this knowledge, the Design Studio comes up with new concepts in a similar style or concept.
How does Desenio embrace sustainability, and what role does sustainability have within your life
Sustainability is very important, both for me on a personal level, and for Desenio as a company. Instead of changing large furniture pieces and unsustainable decor elements at home, we think that our prints are a good way to update the style of a room in a sustainable way. We are an FSC certified company: all trees used in our production of art prints are harvested in a responsible way. We are also working together with VI Agroforestry, which means that we plant two new trees for every tree used in the production of sold art.
What other projects do you see yourself hoping to complete in the future?
We have so many ideas and exciting plans for new projects and collections that we’ll launch. Until they’re out, I’ll have to keep them a secret!
What are your socials?
Instagram: @desenio
Article by Camille Harvell, Contributor, PhotoBook Magazine
Tearsheets by Lekha Samala, Graphic Design Intern, PhotoBook Magazine
