Tate gets wallpapered by Big Idea

Big Idea has developed a series of 20 wallpapers, including packaging and merchandising, for art gallery brand Tate. The range will be distributed exclusively via selected B&Q stores from November and preview at the 100% Design show this week.

The 12-month project is essentially a joint venture between the gallery and the retailer with the consultancy acting as ‘brokers in the middle’, says Big Idea creative director Bill Wallsgrove.

The gallery established a brand licensing deal with B&Q two years ago when Big Idea approached Tate about creating a premium paint range for the retailer.

The product range is now being extended as Tate and B&Q look to develop their commercial partnership.

Wallsgrove explains, ‘In the decorative category it’s very hard to have mono-products. They need to be blended together in a broader offer. Having developed the paint range, it was obvious that the natural fit would be a feature wallpaper – not a covering for a room as a whole, but rather intended for a keynote wall, as the decorative focal point.’

The design is inspired by the heritage, art and architecture of the Tate’s four galleries in the UK, says Wallsgrove, with the visual themes stemming from ‘the spirit of art movements rather than particular paintings.’

The range includes ‘a Deco look, an Impressionist theme and a freehand, contemporary style among others (Radius pictured),’ he adds.

Big Idea came up with the creative concept for the wallpaper range, while the designs were developed by freelance designer Judith Townley. The consultancy has also created the packaging and the in-store unit through which the products will be sold.