Sanderson rejuvenated with Damian Foxe – Bitton by a Foxe
Jul 08, 2023
TRENDS
Sanderson rejuvenated with Damian Foxe – Bitton by a Foxe.
Breathing new life into the Sanderson brand whilst embracing the heritage of Arthur Sanderson’s legacy, Damian Foxe has used his creative influence to offer a contemporary, refocused beauty to the iconic powerhouse that is Sanderson.
As an acclaimed photographer and visual artist, Damian Foxe has expertly captured the brands legacy in an exciting collaboration that offers a new perspective on how we interpret the infamous patterns and prints. With daring new angles and a maximalist theme, Damian Foxe’s photoshoot with Sanderson stands out in the crowd, testing boundaries and encouraging pattern on pattern and colour on colour. The mission of the newest campaign is to break out of our comfort zones and be brave with our choices, opting for decorating all four walls over a feature wall and to express our individuality. The designs created by Sanderson over the years are steeped in history, delving deep into the multi-layered archives, this has been the core value of the campaign whilst bringing a contemporary feel to suit the modern home.
Offering classicism with a modern twist, the photoshoot is a celebration of all that is Sanderson, featuring popular designs loved throughout the years including Rose and Peony, Chinese Lantern and Stapleton Park, blended effortlessly in a way that embraces the future of interiors whilst paying homage to the history of Sanderson.
Damian Foxe says about the shoot, ‘I wanted to encapsulate the sense of joy and exuberance that abounds in these multi-layered histories [of Sanderson’s archive], but the message remains simple, there is beauty in pattern … In the images that we created for this campaign, our muse has become so lost in the joyous process of decorating, that she has forgotten to stop, until she has become completely enveloped in the space around her. She has in fact become one with the narrative of her own storytelling… The message is implicit. It’s ok to embrace print in all its multi-layered possibilities, and the braver you are, and the more you let yourself go, the more compelling and beautiful the outcome.'
Who is Arthur Sanderson?
Arthur Sanderson (1829-1882) recognised the increasing demand for high quality wallcoverings to decorate the everyday home. In 1860 at the age of 31, he begun importing luxurious French wallpapers to 24 Upper Street in London’s Islington, quickly becoming one of the most successful wallpaper merchants in Britain. By the end of 1860 Arthur Sanderson was recognised as one of Britain’s largest dealers of overseas goods, and moved his business to Soho’s Golden Square, it was here he showcased his array of high-end wallpapers including French florals, panoramic scenes by Zuber of Rixheim and embossed effects by Paul Balin of Paris. By 1869 Arthur Sanderson had moved the business again and begun using hand block printers to create commission printing designs, later joined by his son John in 1877, Sanderson’s wallpaper business grew from strength to strength.
By 1879 the demand had grown and with the rapid changes in public tastes, Arthur opened his first factory in Chiswick, West London to produce hand and machine printed wallpapers, the factory was the size of an average house and employed 10 men.
Two more of Arthur’s sons Arthur Bengough and Harold joined the business in 1881 and the brand was aptly renamed Arthur Sanderson & Sons. Having created an easily recognisable, well-respected brand in Britain, Arthur Sanderson unfortunately died in 1882, just three years after establishing production. Leaving a legacy behind, Arthur Sanderson’s name lived on through the decorating trade as his reputation spoke for itself.
By 1896, Sanderson & Sons had over 250 employees, and was one of the largest premises in the Chiswick area, and to accommodate more growth for the brand, C.F.A Voysey was commissioned in 1902 to create a new factory for the firm. Thanks to their excellent reputation, the Sanderson brothers managed to double the volume of business for Sanderson & Sons, and overtime Sanderson purchased the archives of other successful brands after they had ceased trading including Jeffrey & Co (printers of Morris & Co), and Woollams and Heffer. Arthur Sanderson is known for creating an archive of designs now noted as ‘of national importance in the history of interior decoration’.
Now a worldwide brand easily recognised for iconic prints including bold florals and botanicals, Sanderson’s mission remains true to Arthur Sandersons, offering luxurious and explosive designs for the interior, pushing the boundaries of heritage design. Sanderson have held the Royal Warrant for three successive monarchs and are well known for producing high quality fabrics and wallpapers to suit all styles of interiors. And in recent years Sanderson have introduced 150 colours of paint designed to perfectly compliment the collections and complete the look.