Inside the Mind of Wall&decò: A Conversation with Christian Benini
Founded in 2005, Wall&decò was born from a single moment of visual clarity. Christian Benini, then an advertising photographer, created a large-scale leaf image for a photoshoot backdrop. But as soon as he saw it installed, the potential was undeniable. The texture, scale, and visual presence transcended photography. It had power on the wall.
“In reproducing an image with large leaves... I immediately perceived its high decorative value”
– Christian Benini
That first backdrop captivated architects and interior designers alike. In a matter of days, Wall&decò was born ushering in a new era for wallcoverings.
Unlike traditional wallpaper, which relied on small-scale, repeating patterns, Wall&decò introduced a groundbreaking philosophy: macro-scale imagery, strong materiality, and bold composition. Their approach redefined the aesthetics of wall design, positioning wallpaper not as a supporting act, but as a central narrative element within space.
At the Center of It All: Christian Benini
The NewWall team visited the brand’s Milan showroom and Cervia headquarters to meet Christian Benini. Nearly 20 years after its founding, Benini remains the creative soul of Wall&decò still personally designing many of the graphics for each new collection.
The conversation revealed a mind both intuitive and intentional, grounded in materials but guided by imagination.
From Photography to
Surface Design
"Becoming a photographer wasn’t originally my intention... But everything started quite naturally."
Benini’s background in photography continues to shape his approach. His original large-scale leaf image launched a career not just in design, but in reshaping how we see walls.
“The interiors world was moving toward more layered, expressive design. We stepped in at the perfect moment.”
That natural evolution led to macro-images, textured graphics, and collaborations with designers who shared his appetite for expression over repetition.
An Intuitive Eye Over Industry Expectations
“I preferred if they didn’t have any background in designing wallcoverings at all.”
Benini deliberately selects collaborators outside the usual mold. This nontraditional approach results in collections filled with surprise, curiosity, and a unique visual lexicon.
“We’re always exploring different visual languages.”
Every collection pushes the edges whether by integrating real physical textures into digital processes or experimenting with artistic disciplines that lie far beyond interior design.
From Trends to Texture: How Innovation Begins
“We don’t start from wallpaper. We start from the world around us.”
Each collection begins with a deep analysis of evolving trends in art, fashion, culture, architecture. Benini translates those insights into concept proposals that his design team interprets through their own perspectives.
“The designs are built from material literally. They begin as real, physical artwork before being digitized.”
This focus on process and materiality ensures every wallpaper feels dimensional, authentic, and alive within a space.
The 2024–2025 Design Aesthetic
“Natural tones like browns and greens continue… but this year we also see bold shapes, warmer tones, and curved, organic forms.”
Benini’s aesthetic insight forecasts a dual trend: quiet naturalism and rich material complexity. From curved lines inspired by organic forms to color palettes of warm sand and terracotta, the coming seasons are about contrast and calm, elegance and expression.
“Wallpaper can be the main voice, or it can gently hold the rest of the design together.”
New in the Essential Collection: Texture as Emotion
This season, Wall&decò introduced three compelling additions to the EWC – Essential Wallpaper range. Each celebrates surface as art:
TAVILLON
Evokes traditional alpine wood shingles through abstract texture and unexpected rhythm where past architecture meets present interpretation.
FOSSIL
Inspired by the sediment of memory, Fossil uses pixelated three-dimensional forms to anchor space in time and emotion.
MOSE
A poetic homage to moss. Soft, organic, and texturally rich, this design creates a gentle, enveloping atmosphere.
These additions reinforce the brand’s vision: wallcoverings that are sculptural, sensorial, and immersive.
The Core Collections: Designed to Perform, Built to Inspire
Two decades later, Wall&decò remains a leader in decorative surfaces through a fusion of technical mastery, visionary aesthetics, and unwavering innovation.
Their offering spans every context: residential, commercial, indoor, outdoor, and wet environments. Available at NewWall:
- CWC – Contemporary Wallpaper Monumental, story-driven visuals printed on d.ecodura™, the world’s first bio-based vinyl wallpaper.
- EWC – Essential Wallpaper: Tactile, three-dimensional patterns that bring refined texture and sculptural elegance to interiors.
In 2025, Wall&decò’s presence was celebrated at both Milano Design Week and London Design Week, while their innovation was once again recognized with an Archiproducts Design Award.
A Final Reflection: Design
with Courage
“Excitement and curiosity that’s
what still drives me.”
– Christian Benini
Wall&decò isn’t simply creating wallpaper. They are defining a new language of space, where surfaces become experiences and interiors find their soul. Choose with confidence. Customize with intent. And never settle for walls that stay in the background.