With the opening of its showroom in Manhattan’s D&D Building, Dedar, a 42-year-old Italian textile design firm rooted in home fabrics and wallpaper, expresses an open-minded approach.
“Our textiles are conceived and created for interiors, though there is a history of fashion designers choosing Dedar for couture and accessories,” Caterina Fabrizio, co-owner of Dedar, told WWD, over coffee at the 2,600-square-foot showroom which opened last week.
“Clearly our business is for interiors, but Lanvin and Valextra have designed with our fabrics,” added Raffaele Fabrizio, also co-owner of Dedar, and Caterina’s brother.
Hermès has partnered with Dedar since 2011 through a joint company, Faubourg Italia, with Hermès providing the design and Dedar handling the manufacturing and distribution of the home textiles. And even director Luca Guadagnino used Dedar fabrics to decorate an abandoned Italian country home — the curtains, bedding and wallpaper — for his Oscar-winning movie “Call Me by Your Name.”
Partnering with creatives in other sectors, such as apparel and accessories, is a peripheral piece of Dedar’s business. But it could become more important given the showroom inside the D&D Building — the epicenter for Manhattan interior design and architecture studios at 979 Third Avenue — and New York City’s vast talent pool. Fashion designers, in particular, are always on the prowl for new fabrics, prints and colors, and the Fabrizios are hoping to attract creatives, be they in fashion or accessories, or even theater and film, to complement the core business catering to the interior design and home furnishings trades.
The Dedar showroom displays the home fabrics and wallpapers by Dedar and Hermès Home fabrics. It’s Dedar’s first showroom in America, though the firm has had representation in the U.S. by partnering with other showrooms and agents for more than 20 years.
The Fabrizios consider the showroom part of a “strategic development” in North America that includes a recently created subsidiary in its sales and customer service organization based in Stamford, Conn. Dedar offers more than 3,000 fabrics and wallpapers, for residential as well as hospitality projects. There’s an extensive range of classic and contemporary colors, velvets, silks, satins, linens, wool, graphic patterns and jacquards, essentially for upholstery, drapes and sheers. There is also an archive of antique designs.
“The showroom has the feeling of a loft, which I believe captures the New York lifestyle,” said Raffaele, as he leaned up against the 14.5-by-6-foot oak table for spreading out fabrics.
The showroom was designed by Michele Bönan, a Florentine architect and designer. “My approach to design begins by identifying the context of how the environment will be used, how life will flow within it and then sketching the atmosphere of the space,” Bonan explained. “The inspiration for the newest House of Dedar comes from the architecture of midcentury American homes built during the Sixties era. The concept for the design is that of a loft, a theatrical space where shades of dark and light are dramatically used to enhance the protagonists of the scene — the fabrics.”