One of its latest grand ideas is Jwall tailor made, a revolutionary new range of custom-made wallpaper that uses special technical paper to create maxi wallpapers. Clients choose the design. You can even request tailor-made paper using your own photographs. In fact, it is photography that plays the key role in the firm’s latest original project, Jwall tailor made wonder, which is currently on display at the J&V shop in Milan (they have two others, one in New York and another in Moscow). The firm enlisted the help of five photographers working in very different styles, who produced the images for the paper’s printed motifs. During the presentation, Matteo Ragni, the project’s art director, explained that he had opted to use photography because it is the medium that best expresses reality, and therefore also best reveals the potential of the new Jwall tailor-made wallpaper.
The photographers chosen to take part in the project were Matteo Cirenei, a photographer and architect who specialises in unusual black-and-white images of contemporary buildings; Massimo Cardone, whose poetic (at times animated) images play with real objects, in many cases flowers, rendering them purely graphic; Max Rommel, who resizes spaces at will in his photographs through his graphic view and perspective; Lorenzo Scaccini, who moves comfortably between different areas in commercial and experimental photography, and whose 3D images created for Jwall tailor made are certainly the most playful in the project and demonstrate the full potential of this new concept; and Miro Zagnoli, who specialises in creating poignant graphic images that emerge from a meticulously observed reality. The photographers were very well chosen, as each artist brought a different vision to this interesting project.
Jwall tailor made also includes four other collections: Glance, Pandora, Nomad and Lago. Each of these was designed by J&V’s in-house creative team, apart from Lago which is a project with the Italian furniture design company Lago. There is also a series designed especially for children, TobeUs, which is coordinated by Matteo Ragni himself and uses simple drawings and a soft colour scheme. The leitmotiv of all these series is to change the concept of space as we know it, modifying our perception through their huge, striking images. The possibilities of the project are endless, and all that is left is for these ideas to be extended to the city itself. They could, for example, pave the roads with images of moving clouds instead of tarmac! I am sure that one day J&V will make this dream come true.