DG DIMENSE Adds Simultaneous Color and Texture for Custom-Printed Wallcoverings
Custom ProductsFort Worth, Texas
Wall Snobs designs and produces a line of custom luxury wallcoverings that includes more than 200 patterns in a wide range of styles, colors, and textures.
Our clients love being able to put words and/or logos in the wallcovering pattern with texture.
Before
- Wall Snobs had no way to produce a custom texture in its wallcovering patterns.
- It was difficult to meet the demand for organic textures and patterns.
After
- Wall Snobs can produce highly customized textures in its patterns in a wide range of colors.
- They can provide their clients with on-trend designs featuring organic textures and patterns.
- They can produce designs that incorporate textured logos or words.
A few years back, Fort Worth, Texas-based designer Kaylee Black redecorated her home. She knew exactly what she wanted as wallpaper for her home office – she just couldn’t find it in the marketplace. Kaylee asked her dad, Jim Black, who owned a fine art printing business, if one of his printers could print wallpaper. Although he said no, that got them interested in question of how custom wallpaper could be produced using digital printers. In 2019, Wall Snobs was born.
Since then, Wall Snobs has grown its line of custom luxury wallcoverings to include more than 200 patterns in a wide range of styles, colors, and textures. We talked with Wall Snobs Creative Director Kaylee Black about the company’s growth, what styles are popular these days, and how new printing technology is helping them produce ever more innovative patterns and textures.
Please tell us a bit more about why you decided to launch Wall Snobs. How were you able to combine your family’s skills in fine arts and printing?
Kaylee Black: When we started to research the wallpaper industry, we discovered that in many ways it aligned with the fine art printing industry. We began researching printers that could run wallpaper. From there, I started designing patterns, and we launched Wall Snobs, selling strictly online and direct-to-consumer.
How many patterns did you launch with? How were they received?
We started with about 100 patterns, and I continued to design and expand our catalog. The patterns were very well received. Customers would tell us that they love seeing new patterns and that our vibrant, detailed offerings brought a new spin on traditional wallpaper. They felt our designs really revamped the wallpaper world.
How did you expand your clientele?
We started with D2C (direct-to-consumer), selling solely online, and two years later, we pivoted to trade-only, selling exclusively to interior designers. We opened a showroom at the Dallas Market Center and now we have expanded to serve trade partners in residential and commercial interior design work.
Where is your wallpaper used?
Our wallpaper is installed in commercial buildings, hotels, restaurants, medical offices, and residential spaces.
What made you decide to invest in the Dimensor S texture printer? What capabilities were you looking for?
When we were at PRINTING United, the DG DIMENSE booth caught my eye. I had never seen anything like what they were achieving with a digital printer – providing both custom color and texture in a single print. The Dimensor S offers us a truly unique capability.
We purchased our Dimensor S in 2019, and it has really performed well for us ever since. We’ve climbed the learning curve a bit on the substrates, which can be temperamental, and we learned that the environment has to be perfect. But whenever we have questions, the support we’ve received is top notch.
What types of projects are you producing on your Dimensor S?
We produce a variety of textured wallcoverings and for a short time we produced wrapped artwork as well.
What do you think clients appreciate most about your Dimensor S-printed wallpapers?
Our clients love the visible texture that we can achieve with the Dimensor S without needing to print on a grass cloth or natural substrate. The capabilities of the printer allow us to create any texture imaginable. Our clients love being able to put words and/or logos in the wallcovering pattern with texture. They also appreciate the ability to produce geometric designs and replicate natural textures, like crocodile skin, and organic patterns.
Overall, what trends for wallpaper design are you seeing these days?
We are seeing lots of plaids and organic textures…and murals are also very popular.
What lies ahead for Wall Snobs?
Our goal is to make our offerings available to every state through retailers that carry our line. We would also like to expand our hospitality division. With the Dimensor S printer’s unique capabilities, I believe we are well-positioned to make that vision come true.
