Flocking? Yeah, we love to flock!

Some time back we created a custom flocked wallpaper as part of a special project that the Rockwell Group had designed.  The project was a fantasy library room for the actor Jeremy Irons, and was conceived as part of a benefit for the DIFFA organization.  The wallpaper, which can be seen in the background of the picture above was a flocked image of inverted trees on a gradated ground - an image you might see if you were to look at a reflection of trees in a still lake or body of water.

Flocked wallpaper, for those of you not familiar, is often thought of as the very embodiement of a certain kind of tacky or kitschy interior design - This is due to it's unfortunate resurgence as a design staple of the 1960's and 1970's, and perhaps a lingering association it still holds with 19th century bordello design.  But it actually has a long history, with the first flocked wallpapers  making their appearance in the late 17th century as Annabelle Magazine points out in brief history of wallpapers.

However, most of those who still hold such negative connotations of this fabulous product are either dead or dying, and it's time for the new generation of flockers and flock lovers to emerge!

The term "flocking" refers to the peach fuzz like texture on the wallpaper, as seen in the above detail of a flocked wallpaper we made, or the technique of applying the texture.  Jewelry boxes, or cases for musical instruments are often flocked to provide a layer of soft protection for fragile / easily damaged objects.

Of course, the American Flock Association can tell you a lot more than I ever could about all the history and contemporary applications of flocking.

As far as it's use in wallpapers, I can tell you that it's so rare today, that the famous British manufacturer of historical wallpapers, Cole & Son, claims on their web site that they are "the world's last remaining manufacturer of hand flocked wallpaper".

I guess they haven't heard of Silver Hill Atelier!

We created this flocked wallcovering for the Pentagram designed restaurant Sullivan's, which was located in The Ed Sullivan Theater where David Letterman broadcasts his show from.

This flocking was perhaps the most complicated we have done, with three different flocked colors, and a fourth base color underneath it all.

Completed, it was a stylish trompe l'oeil of curtains that was appropriate for the retro glamour and style of the restaurant.

The process of flocking, as we do it, involves multiple passes over custom sized sheets of wallpaper.  We create a design, typically one color, which is to be flocked over a single color background, as can be seen in this detail image to the right.

For a flocked wallcovering of two colors, like this one, we need to make three passes on the wallpaper - one for the base color, one for the glue that will hold the flocking powder, and a third and final pass which is the application of the flocking.

As each pass can ruin a sheet it is a fairly complex process. There is a typically an overage of as much as 20% of an order to obtain the enough sheets of suitable quality and coverage for final use and approval.   And I guess that's why we seem to be the only company in America still creating custom hand flocked wallpapers.

As it is unique, and entirely custom, it's not an inexpensive product.  We make it to order, and usually charge on a square foot basis, with a minimum of 500 square feet.  Depending on the design and quantities ordered, it can range from $15 - $20.00/square foot.

In additon to Sullivan's we've created flocked wallpaper for Django restaurant, seen on the left....

And for multiple locations of "Strip House Restaurant" as seen in the photo below.

So if it's flocking you want, it's flocking we got.

We love to flock, and we're pretty flocking good at it!