‘Digital print is an efficient way to translate creativity’

Ahead of Fespa 2015, Michael Berman, chief executive officer, Schoos Design, talks about the positive and creative integration between print and design

15 May 2015 | By Dibyajyoti Sarma

How and when did you discover the potential of print and the opportunities it can open up in the design environment?
We first used large format print in 2010 for the design of a restaurant in Napa Valley, California, when we were faced with the challenge of creating a venue that stood out. My business partner, Thomas Schoos, had the idea to put a 20-foot photo of fresh fish on the wall leading to the dining room. It took us a week to establish all the technical requirements and find a print company that could accommodate this. In the end, we called on a print service provider that printed custom wallpaper on durable material. In a city where most fine restaurants are neoclassic, we created a modern venue and used two large wall murals to soften the ambiance. Personalised wallpaper has become a popular application but at the time it was almost revolutionary.
In your opinion, what are the most valuable advantages of digital print?
Digital print is an efficient and easy way to translate creativity into unique projects. It allows us to develop exclusive areas and personalise venues such as hotels and restaurants. Whether we have to create a custom mural, wallpaper or window transparency, we use digital printing for both artistic and practical applications. For a restaurant, with floor to ceiling windows in the lounge area, we created custom printed transparencies of vintage photos and applied it to the windows. This gave us the opportunity to create a unique look and at the same time achieve a practical objective of blocking the sun.
(California, US-based Schoos Design is a comprehensive design firm that creates spaces and products for living, dining, working, traveling, and enjoying. Michael Berman will be speaking at the Printeriors conference on 21 May at 3.30 pm about how to exploit print in interior design. For more information on FESPA 2015, please visit www.fespa2015.com.)