After exploring the Danish historical restoration and extravagant wallpaper markets, the Danish studio Zilmers is now ready to conquer the world.
“I’ve been working with the domestic market for several years now, and feel it’s time for me to go abroad,” states Heidi Zilmer.
Since 2012, when multidisciplinary designer Heidi Zilmer founded the studio Zilmers, she has been busy bringing ideas to life and creating quality designs for high-end Danish customers, and she is now ready to explore the foreign markets. Starting off with the Netherlands.
To help her get started, Heidi has allied with an agent who knows a thing or two about the Dutch wallpaper demands.
“I’ve got an agent who is a well-known name in the wallpaper business in the Netherlands. He knows which retailers might be interested in my works and how to open those heavy doors,” she tells, before continuing on the value of getting in to this specific area.
“The tradition of working with wallpaper and decorative painting in the Netherlands is completely different. In Denmark, it’s mostly about minimalism, but in Holland, the focus is different, as is their painting practice, which is tied to old painters like Rembrandt and Van Gogh.”
So, what is it that Heidi Zilmer can bring into the home of the pampered Dutch wallpaper connoisseurs? Well, it’s nothing less than the most expensive wallpaper in the world.
“For the Dutch market, I’m creating a gold-pleated Flora Danica wallpaper. It will be priced as the world’s most expensive wallpaper! Of course, I’m also launching other collections, like my Nordic Antique and new folded wallpaper. I know the gold-pleated Flora Danica will have a limited target group, but sometimes you need to think out of the box and do something mind-blowing crazy to get yourself noticed,” Heidi Zilmer explains.
Even though Heidi Zilmer has just started her adventure in to new territory, she isn’t afraid of dreaming big and she has already trained her binoculars on several other countries.
“Germany, France, Sweden and Russia are all on my list. They have very different, but interesting histories of using paint and wallpapers, which to me as a craftsman is amazing,” Heidi ends.
First things first though, fingers are crossed for a successful entrance in to the Dutch market.