Curatorial Approach to Wallpaper Design in Contemporary Interiors
In well-thought-out projects, aesthetics are not a random decision. They shape the identity of a space and its perceived value. That is precisely why, at Walls with Souls, we introduce a curated approach to developing wall motifs and collections. This approach is led by Martina Martinić, an interior designer and the brand's creative curator.
Martina Martinić, creative curator at Walls with Souls
What does a curated approach mean in wallpaper design?
Today's market offers countless motifs, patterns, and visual solutions. What is often missing is context.
A curated approach means that a motif is not created because it's a trend, but because it suits the space, its function, its audience, and its atmosphere.
Martina views space through how it is used and the impression it leaves on the person occupying it. In collaboration with our illustrators, she guides the development of collections so that each motif has a clear foundation.
For us, a collection doesn't start with a sketch.
It starts with the question: what does the space need?
The wall as part of a project's identity and value
In hospitality projects, hotels, resorts, apartments, and public interiors, every aesthetic decision carries weight. A wall is not just a surface; it affects the perception of quality, character, and the overall experience of the space.
Designer wallpapers and artistic murals become part of the interior's identity. They shape the atmosphere, define the rhythm of the space, and contribute to the guest's memorable experience.
That's why we develop motifs with a clear sense of:
– the atmosphere the space should create
– the architecture and the audience for whom the space is intended
– the long-term consistency and relevance of the design
Aesthetics are not a short-term decision. They must have long-term value.
How our wallpaper collections are created
The development of motifs at Walls with Souls is neither a quick nor a random process. Each collection arises from an understanding of the space, its purpose, and its needs.
The aesthetic direction is defined by Martina, starting from the atmosphere we want to create. On this basis, our illustrators develop motifs that fit into a clearly established concept.
Many proposals remain just sketches. Some are changed, simplified, or further elaborated. Only those motifs that have real meaning in the space enter the collection.
We don't create motifs to expand our assortment.
We create them to be applicable in specific projects.
Local identity in a contemporary interpretation
We pay special attention to authentic motifs originating from our region.
We always view the motif in relation to the architecture and context in which it will exist.
In hospitality design, guests increasingly seek a local experience. Authenticity is not mere decoration; it is part of the experience.
For us, Croatian design is not a style, but a way to connect the space with the place it belongs to. It is this connection that gives a space character and long-term recognition.
Design that influences experience
We are aware of how much a space affects a person, creating a sense of calm, warmth, and comfort.
A wall motif can be subtle, but its role is not small. It contributes to creating an atmosphere that guests remember. It can support the architecture or disrupt it, emphasize the character of the space or make it generic.
That's why we don't leave design to chance.
With Martina as creative curator, the aesthetic direction of Walls with Souls gains additional clarity and a deeper understanding of space.
Because a quality project doesn't start with a trend, but with an understanding of the space.
