Newbie and Boråstapeter launch new wallpaper collection
Newbie and Boråstapeter are taking the next step in their fruitful partnership by launching a new wallpaper collection: Newbie II. The Newbie II collection is made up of 18 beautifully hand-drawn designs from Newbie’s magical world of patterns in a soothing palette of soft shades and dreamy pastel hues. The collection is intended to encourage playfulness and create a homely space where children feel comfortable and secure.
“Our new wallpaper collection takes children on a journey through exquisite hand-painted floral designs and animal worlds that not only enhance the aesthetic appeal of a room, but also tell a story, awaken curiosity and a desire to explore,” says Maja Olsbo, Design Lead at Newbie.
The partnership that the Kappahl Group’s Newbie brand and Boråstapeter began four years ago has been successful from the very start. A complete wallpaper book released in 2020 was favourably received by customers, and a new collection of wallcoverings was launched in 2022. And now it’s time again, with the Newbie II collection.
“Sustainability and timelessness are the guiding principles by which Newbie operates, coupled with a commitment to excellence and close attention to detail. Along with the fairytale motifs and the soft, gentle colours, this harmonises perfectly with Boråstapeter’s vision of creating wallpaper with timeless appeal,” Maja Olsbo goes on to say.
In the new Newbie II wallpaper collection, we find old favourites reimagined in fresh colourways and brand new patterns that draw us into a fairytale world filled with enchantment, captivating journeys and friendly creatures. Unique, hand-drawn patterns that envelope the space and make it feel warm, snug and comfortable.
Newbie II comprises four themes with 18 patterns and a total of 35 colourways. The wallpaper patterns range from small to large scale and are designed to harmonise with Newbie’s and Boråstapeter’s concept of matching interior accessories, such as bedding, decorative items, cuddly toys and storage solutions in the same pattern.
“The collection contains no fewer than five wall murals that let children immerse themselves in Newbie’s different worlds. They serve as a backdrop for adventures and playtime for all young explorers,” says Jenny Hahne Gadd, who works as a designer at Boråstapeter.
The wallpaper is made in Sweden from non-woven material that makes it especially durable and easy to hang. The Newbie II collection will be launched at selected retailers and online at kappahl.com and borastapeter.com on 31 January. RRP: SEK 699/roll, mural SEK 1,999/2.65 m
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More about the collection:
With its soft, understated colours, Forest Friends takes children on a journey of exploration through an enchanted forest where they encounter foxes and hares, leaping squirrels, inquisitive birds and amazing mushrooms. The Flower Garden fills the room with its striking floral design in soft pink and green tones. Beautiful swans, small fluffy rabbits and squirrels become the children’s friends. Wild Jungle lets children visit the exotic animals of the African savannah. Playful monkeys jump through the jungle treetops while the tiger rests on the ground. Little Explorer leads children around the world on an exhilarating adventure that shows them where different animals live. Huge whales swim side by side. A hot-air balloon appears and gently floats across the sky, looking down at the landscape.
About Newbie
Newbie’s story began in 2010, when designers at the fashion retail chain Kappahl created a collection of affordable babywear, founded on the keywords timeless and sustainable, that can be handed down from one generation to the next. Newbie came into being at just the right time and quickly went viral. There and then, many “Newbie Lovers” took the brand to their hearts. Their engagement has influenced both the design and the range, creating an extensive second-hand market for the collection that aligns perfectly with Newbie’s focus on sustainability. The first Newbie Store opened in Stockholm in 2014. Newbie has expanded since then, with several independent stores in Sweden, Norway, Finland, Poland and the UK, and in Kappahl’s stores too. It has an online presence in most European countries as well as some countries in Asia. Newbie is a brand within the Kappahl Group, the Swedish fashion chain. More information is available at kappahl.se/newbie and newbie.com.
About Boråstapeter
Boråstapeter is a well-established and popular wallpaper brand. Its name, the focus of its business and its own production facilities have existed since the start. Perhaps most important of all, however, is that for more than 110 years, Boråstapeter has stayed true to its core vision of creating wallpaper for all homes. Today, just as in the past, it draws inspiration from the natural world that surrounds us, from our common roots and from current trends, and turns it into designs that add character and visual appeal to people’s homes, both in Sweden and, increasingly, abroad. Boråstapeter strives for quality in everything it does, from production processes that have a minimal environmental impact, to wallpaper that is durable, easy to hang and with timeless expressions that will always be in style.
Johanna Flemström
Communication Manager
johanna.flemstrom@kappahl.com
