The Scenic Route: Patrick Frey on Zuber
Featured in our 2024 Spring report: French Finesse, Zuber has been creating intricate hand-printed wallpapers since the 17th century. Come along as we explore their astonishing archives, home to more than 130,000 documents and 150,000 original woodblocks.
The cellar of the Zuber factory, stacked to the ceiling with archival woodblocks.
Saana and antique woodblocks in the Zuber cellar.
This January, after Heimtextil in Frankfurt and attending the Paris shows, I extended my trip for a day to take the four-hour train ride to Rixheim—the historic Alsatian town where Zuber makes their wallcoverings. As you enter the square where the factory is located, City Hall (where many Zuber panoramas have been installed over the years ) faces you, and the Wallpaper Museum (currently closed for renovations) is on your right. You turn left to enter the factory, where a bust of the founder Jean Zuber greets you.
An atmospheric showroom is the first stop, where stacks of wallpaper rolls, antique antique sample books, and embellished textiles create a scene reminiscent of a bygone era. Beneath the Zuber factory lies a treasure trove of history; descending a spiral staircase into the cellar, shelves stacked with tens of thousands of archival woodblocks tower from floor to ceiling. Light-filled workshops are found on the upper floors, where papers are embossed, screenprinted, digitally printed, hand-stenciled, and—of course—block printed.
For more even images check out our Instagram reel.
“This brand—it's not even a brand—it’s a maison because it's so unique. When you open the door and go into that beautiful 17th-century place, what you see has always been there: there’s a certain kind of emotion.”
-Patrick Frey
The Process
"Zuber is probably the only maison today to block print on real papers made especially for them, on hand-painted ombré backgrounds made with their special brushing technique." - Patrick Frey
At Zuber, their storied history informs their process each day. The meticulous craftsmanship of hand-painted ombré backgrounds and their process of block printing is on display in their workshops, where I saw a team of artisans systemically producing the panoramic wallpapers Zuber is known for. The French textile editor Pierre Frey (headed by Patrick) recently acquired the company. Under his stewardship Zuber will remain steadfast in its commitment to preserving the techniques and values passed down through generations.
Panels of Zuber’s Isola Bella panorama wallpaper.
When arranged next to the dozen other panels, the wallpaper creates an immersive and rarely-repeating effect.
Embracing the Future
In our interview, Frey outlines his vision for the company's future, emphasizing the delicate balance between modernization and heritage preservation. Navigating this transition for the 200-year-old institution will require careful consideration. From addressing controversial colonial and slavery depictions in the historic panoramas to exploring techniques that blend tradition with innovation, the goal is to uphold the brand's legacy while embracing the demands of the modern era. Initiatives include revitalizing US distribution and inventorying the treasures stored in the factory—which has already resulted in the rediscovery of forgotten panoramas. In a world where trends come and go, Zuber embodies the pursuit of exquisite and timeless craftsmanship.
