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Walls of trends and beauty Founded in 2010, initially to help with sound absorption and acoustics, Desenio has grown to become a success story within affordable wall art. Today, it is the go-to hub for trendy prints, bold art and beautiful gifts, all born out of a passion for design and self-expression. By Linnea Dunne | Photos: Desenio
“We want to be at the forefront when it comes to interior design trends,” says Annica Wallin, creative director at Desenio. She joined the company two years ago, tasked with finding a strong strategic direction for the assortment in line with the brand’s quick global expansion. “My job has been to interpret future and ongoing design and interior trends globally, in order to set the direction for our team,” she says. It seems clear that Wallin has triumphed in her endeavour. Desenio is somewhat of a success story in the industry, and today, a creative studio brimming with expertise is at the heart of the company and all its work. “We have a team of pho54 | Issue 118 | November 2018
tographers, illustrators and designers, who create all our new designs and also style and produce inspiration materials – anything to help our customers with the latest in styling and interior design,” the creative director explains. “We’ve seen a real strength in this. We’re quick to put new art out there, quick to jump on trends – while many others have long lead times with purchasing and all that. Our strategy is to create almost everything in-house, alongside some hand-picked collaborations with selected artists.”
Affordable flexibility From day one, Desenio has had a distinctively Scandinavian expression, and
Wallin admits that there is a security in the company’s strong roots in the interior design industry generally and the Scandinavian design heritage specifically. Yet, flexibility has been central to the brand’s success, and that is unlikely to change. “We want it to be easy to change things up and replace art as and when our customers feel like it. You should be able to get both prints and frames at an affordable price,” Wallin explains. “And it’s important to us to be able to offer something for everyone, regardless of age or your stage in life – everyone should be able to communicate their style or personality with our prints. That’s why we release upwards of 200 new motifs every month. We’re working actively with creating designs to suit different profiles based on different trends.” That goes for geography too; the company might be Scandinavian through and through, but the range is always big and varied. “We release different collections