FROMENTAL

Fromental is renowned for its luxurious, hand-painted wallcoverings that blend traditional craftsmanship with contemporary design. The brand has established itself as a leader in the high-end interiors market, creating exquisite backdrops for some of the world's most prestigious spaces.

My role at Fromental was multifaceted, encompassing everything from content creation to strategic partnerships, all aimed at amplifying the brand's presence and engaging our discerning clientele.

Fromental by GOOP

Fromental by Eric Egan

Brand Identity & Positioning
I developed and maintained a clear brand identity that underscored Fromental's commitment to luxury and craftsmanship. Every marketing initiative consistently conveyed our unique aesthetic.

Content Creation & Management
I managed all marketing content, from website updates and social media posts to newsletters and press releases. Collaborating with our design team, I produced visually captivating materials that resonated with our target audience.

Event Planning & Product Launches
By organising and executing high-profile product launches and showroom events, I created immersive experiences that showcased the distinct qualities of Fromental's designs.

Collaborations & Partnerships
I led collaborations with renowned interior designers, producing the "In the Studio" segment and coordinating showhouse partnerships. These collaborations were featured in blog posts and social media campaigns, enriching our brand's narrative.

Social Media Strategy
I directed the development and implementation of our social media strategy, focussing on increasing engagement and showcasing the meticulous craftsmanship of our products.

Influencer & Media Relations
By cultivating relationships with influencers and media outlets, I secured valuable coverage that highlighted Fromental's unique offerings and attracted new clients.

Market Analysis & Strategy
After conducting in-depth market research, I refined our marketing strategies to align with industry trends and customer preferences.

Community Engagement
Engaging with our network of designers and clients, I featured their projects and stories, fostering a strong sense of community around the brand.

Jessica Jubelirer

'“Nature was a significant inspiration for this project; the home is surrounded by forest and located on a serene lake. Every space in this home is born from layers upon layers of imagination”, reflects Jessica.

Photographed by Douglas Friedman and styled by Mieke ten Have

Content Creation

Where Artistry Meets Nature and Craftsmanship

Named a 2023 New American Voice by Architectural Digest, Jessica Jubelirer is a visionary designer whose passion for artistry led to the creation of an enchanting lake house project. Inspired by diverse influences, from Americana Folklore to mid-century Swedish design, Jessica crafted a cosy home that pays homage to the decorative arts.

Nature played a significant role in shaping the project, surrounded by a serene forest and nestled by a tranquil lake. Collaborating with Fromental, renowned artisans, Jessica brought the outdoors inside with custom wallpapers, capturing the property's flora and fauna in intricate hand-painted designs.

Katharine Pooley

“The craftsmanship involved in the creation of each panel of this wallpaper is extraordinary. It was delightful to see how the story of my garden has unfolded so beautifully, 'stroke by stroke' and 'stitch by stitch', by Fromental's meticulous atelier of artists”, said Katharine.

Photographed by James McDonald

Content Creation

‘An English Butterfly Garden’ Katharine Pooley for Fromental

Katharine Pooley was inspired by the idyllic flower-filled gardens nestled in the heart of the English countryside. This delicate and enchanting collection showcases a harmonious landscape teeming with intricate hand-painted and hand-embroidered details.

With a meticulous attention to craftsmanship, each element of the wallcovering brings a sense of history and romanticism into any interior. The collection not only captivates with its elegance and exquisite design, but it also carries a deeper purpose. For every piece sold, a generous donation will be made to support the British Butterfly Conservation charity, which is committed to protecting and conserving endangered British butterflies and their habitats.

The Goring

"It's always a joy to work with our friends at The Goring and to collaborate with the geniuses at Fromental,” says Russell Sage. “For such an illustrious institution, the team at The Goring are unafraid to embrace their quirky signature sense of Englishness and to allow us to play. It’s this sense of irreverence and beautifully executed with that we keep at the heart of all our work with the hotel… and what a fabulous space to bring it to life."

Photographed by Nick Rochowski

Content Creation

A Feast for the Eyes: Unveiling The Goring’s New Dining Room

Steeped in history, The Goring is renowned for its strong ties to the British Royal Family. It has hosted dignitaries for the coronations of King George VI and Queen Elizabeth II, and more recently, the Middleton family before the wedding of Prince William and Catherine. Built by current owner Jeremy’s great-grandfather, it stands as a true one-off: a grand hotel with more than a dash of wit and wonder.

It’s this unique combination of grandeur and, let’s not be bashful here, fun that makes The Goring such a special proposition – for its clientele, of course, but also for those of us lucky enough to collaborate on the creation of its interiors.