Bringing Pierre Frey's collections of fabrics and wallpapers to life
To stage its collections of fabrics, wallpapers, furniture and carpets, Maison Pierre Frey calls upon scenographers with a keen eye and a perfect knowledge of decorative trends. Chosen according to their sensitivity to the initial concept of the collection imagined by the Pierre Frey design studio, these decorating stylists put their own look on the collections through their choices to highlight and situate the new fabrics and wallpapers.
Rêveries Orientales & Trésors d’Orient
“When I discovered the richness of the designs of the Pierre Frey fabric and wallpaper collections inspired by Persian artistic culture, I immediately thought it was necessary to stage the collections in a very rough place and play on the contrast between the abundance of patterns and a bare place" says scenographer Anne Pericchi-Draeger about the Rêveries Orientales and Trésors d'Orient collections,
Fascinated by Jean-Jacques Beineix's film Diva, released in 1981, Anne Pericchi-Draeger drew inspiration from the aesthetics and atmosphere of the film to imagine her set : "It was the beginning of the great fashion for lofts and large disused spaces,” she says. “We see the main character living in a huge loft, moving from one space to another on roller skates, the bathtub enthroned in the middle of the immense space, an aquarium at the other end...".
The stylist was looking for a site large enough to present the collection's numerous references. A place that would allow you to wander between the fabrics and wallpapers as if you were in a living space. She set her sights on a 750 m2 stage on the second floor of a gigantic disused Parisian building. Flanked along the perimeter by large window bays, the space is extremely luminous. The floor is covered with plywood planks, the walls of exposed brick and the numerous concrete pillars give the space an industrial style that contrasts with the sophisticated collections of fabrics and wallpapers.
It is in this place that Anne Pericchi-Draeger imagines the loft of a couple from Iran’s golden youth, passionate about contemporary art and design, mixing the richness and delicacy of their Persian culture with today's trends. On the right, she creates a living room, office, bedroom and bathroom. Four living spaces separated from each other by brass screens dressed in fabrics. Huge wooden panels lined with eighteen wallpaper patterns decorate the walls. In the centre, between each pillar of the structure and thirty metres long, large floating hangings mix the patterns and colours of the twenty-nine fabrics in the collection and give structure to the space.
In the background, a rotunda bathed in light by a half-spherical glass roof is visible, which the designer reconstructs as a teeming winter garden composed of a sofa, a crochet-knit swing from Israel and plants echoing the tall trees in the street. On the left, opposite, a huge table set with magnificent bouquets in the colours of the collection, pieces from the 18th century Sèvres manufactory and several Gien French earthenware dinner services, stretches over twenty metres. From one end to the other, exceptional pieces of Italian glass and plate shapes are arranged and strewn with rose petals, a symbolic flower of the Persian Empire.
With this table, the classic French style mixes into this eclectic decor and blends elegantly with furniture and design objects of the 21st century garnered from the most beautiful Parisian galleries and arranged within the Persian patterned decorations of the fabric and wallpaper collections.
In order to bring the luxuriance of the Orient to the whole decoration, thin blankets of gold and silver line each curtain and cover the long festive table. The ambient light is reflected there, plays with the crystal of the suspended chandeliers and gives the whole a fairy-tale atmosphere.
“This is how I wanted to enhance this collection,” confides Anne Pericchi-Draeger. “By juxtaposing an oriental imagination with our French art of living, a subtle blend between yesterday and today, in this empty, boneless place, naked as a blank page to write, as a painting to draw".