Mr Perswall Brand Guidelines: The Borås Digital Wallpaper Brand, 2006–2022

Wallpaper without width limits.

Mr Perswall was a Swedish brand of digitally printed wallpaper made in Borås, the textile town inland from Gothenburg. The company gave 2006 as its founding year. Early coverage shows what it offered: in January 2008 the Swedish site Feber described Mr Perswall presenting itself as the wallpaper company “without limitations”, promising made-to-order designs, unlimited pattern choice and short lead times. Its panoramic wallpaper, the site explained, was printed digitally rather than with print rollers, so it was not limited in width, needed no pattern matching and could print all its colours at once; photo wallpapers were part of the offer too.

The brand belonged to the Borås wallpaper group then called WallVision. Its January 2014 press release described Mr Perswall as a family business with roots in the wallpaper trade going back three generations, and as part of WallVision alongside Eco Wallpaper, Boråstapeter and Cole & Son. By 2017 the group brands named beside it were Engblad & Co, Boråstapeter and Cole & Son, and by 2019 Wall&Decò as well. The trade magazine Indian Printer & Publisher reported in July 2021 that the group, earlier called WallVision, had become Embellence Group and had been listed on Nasdaq First North Premier that March. Swedish Wikipedia says the group traces its roots to Boråstapeter, founded in Borås in 1905, and that it produces in Borås and in Cervia, Italy.

In March 2021 the brand changed its name. A company press release dated 29 March 2021 said Mr Perswall was relaunching with a new online shop and a new brand identity, and would from then on be called Perswall. Indian Printer & Publisher reported the rebrand and relaunch four months later.

Printed to size, by collection.

The product was the wall itself, printed to size. Indian Printer & Publisher reported in July 2021 that Perswall produced wallpaper “on demand”, for its own brand and for Boråstapeter, that customers could upload their own pictures or designs and set the exact size of the finished wallpaper, and that delivery could follow within four days of ordering. The magazine said Perswall had installed a Xeikon CX500 dry-toner digital press in 2020 at its production site in Borås, replacing an earlier Xeikon machine, and quoted the group’s chief operating officer as saying the wallpapers used a non-woven material, a cellulose-based paper with polyester fibres. The same article said gravure, screen, flexo and collagraphy — an older glue-printing technique — were also used there.

Collections were themed and built with named designers. In January 2014 Mr Perswall launched Interaction, a range of puzzle-like patterns that its designer Linda Pålemo said drew on children’s puzzle books, spot-the-difference pictures, dot-to-dot and mazes. One design set family members’ faces onto circus performers; another turned a favourite song into a sound-wave pattern. The Skellefteå newspaper Megafonen reported that month that the designer Louise Holmström had contributed “Silent language” to the collection: two wallpapers showing sign language, one in Swedish and one in English.

Later collections followed the same approach. Shades, in 2015, was a 22-piece collaboration with the designer Magdalena Lundkvist in pale, muted colours. Maps, in 2017, gathered seven world maps by the in-house designer Amanda Nordblad working with other designers, including a classic school map made in collaboration with Norstedts. Imaginarium, in 2019, was a children’s collection of 38 wallpapers and 28 pattern items. Each could be ordered to the customer’s wall size, the company said. The opening collection under the Perswall name, in spring 2021, had 11 wallpapers in earthy browns, beiges and greys with brushstroke surfaces, credited by the company to Amanda Nordblad, with a launch campaign styled by the set designer Sarah Widman.

Design and documentation.

Wallpaper and wallcovering makers sell surfaces that are hard to judge from a small sample, so most of them present their work through finished rooms. Company sites typically pair each design with a flat pattern image and a room set, and many add project stories from hotels, shops and private houses. Fromental’s pages group bespoke designs by collection, by collaboration and by colour family, while Muraspec’s home page runs a series of short project stories from hotels, bars and homes.

Naming does a lot of the work. Makers organise their output into named collections, and the names often signal a source or a mood rather than a technical detail: Fromental lists collections such as Chinoiserie and Modern Chinois, and Muraspec trade write-ups from 2013 describe ranges named Artemis, Osaka and Verona. Collaborations with designers and other houses are usually given collection names of their own, as with Hirondelles, made by Fromental with Lalique and reported by Tatler in 2019.

Technique is described in plain terms. Makers set out how a design is produced, whether by hand painting, hand embroidery, screen printing or digital printing, and where the work is done. Fromental’s craftsmanship page explains how silk is sized, painted and backed with rice paper in its Chinese studios, and Muraspec states that its wallcoverings are designed and manufactured in the UK; trade magazines often repeat the specification details, such as backing and weight, that contract buyers ask for.

Corporate pages fill in the rest: who founded the business, who owns it now and where its studios and showrooms are. Some firms are still run by their founders, while others have passed through several owners; Muraspec, for example, now describes itself as employee-owned. The guides in this group set those facts out from dated sources, alongside each maker’s own account of its collections.

A brand folded back into its group.

The brand’s story ends inside its parent group. In December 2021 Embellence announced that from 1 January 2022 its Boråstapeter subsidiary would be split into two companies — Boråstapeter AB for brand, design and sales, and Borås Tapetfabrik AB for product development and production — and that the team leading the Perswall brand would be employed by Borås Tapetfabrik. The group’s year-end report in February 2022 still listed Perswall among its brands. Its annual report for 2021, published in April 2022, did not, and every Embellence report since then, most recently its third-quarter report of November 2026, has named its brands as Boråstapeter, Cole & Son, Wall&decò, Pappelina and Artscape. Perswall has not been presented as one of the group’s brands since April 2022.

The brand’s releases always described the same promise: a wide range of photos and patterns tailored to each customer’s wall, with the option of a personal design. It traded under the Mr Perswall name on country sites such as mrperswall.se, mrperswall.co.uk and mrperswall.no, and sold through wallpaper retailers as well as online; after 2021 the shorter name Perswall moved to perswall.com.

For a design guide, Mr Perswall shows how a made-to-measure printer can give each collection a story — puzzles, maps, sign language — so that the brand is remembered for ideas rather than a single pattern. Compare Boråstapeter, its sister brand in the same Borås group, and Photowall, the Stockholm made-to-measure maker founded the same year. For this guide we use an ink blue and a soft brick with a serif, an unofficial interpretation; no product or logo is reproduced.

Keep Mr Perswall’s identity on hand — save it to a board in the Made Good inspiration library.