A heritage wall panelling brand with an illustrious pedigree has been reimagined for today’s interiors thanks to a new collaboration with Morris & Co, as Stories editor Suzanne Imre discovers.

It’s 1990. Linda Evangelista lounges against a wall lip-syncing to what would become George Michael’s iconic ‘Freedom’ video. And the wall she leans against? It was decorated with Lincrusta’s ‘Edwardian Dado’ panel design, a timeless pattern with elements of emerging art deco influences in the wave motif, simplistic floral heads and elegant lines of symmetry. Just one of many occasions Lincrusta wallcoverings have played a supporting screen or stage role – from appearances on Netflix’s Bridgerton to decorating the set of the stage show Cabaret at London’s KitKat Club. And now, the Lincrusta team have collaborated with Morris & Co. to reimagine the latter’s botanical patterns in a contemporary 3D take on the much-loved ‘Acanthus’, ‘Willow Bough’ and ‘Fruit’ designs that, for the first time, allows the user to apply their personal colour interpretations.

Delve deeper into the history and properties of the Lincrusta product and it is a surprisingly sustainable material with an unexpected adaptability that works in interiors from Georgian to contemporary. As Alison Keane, commercial director at Lincrusta, explains, ‘Once it’s painted, it cures to the wall and is incredibly durable; it becomes part of the fabric of the building like the architraves and skirtings.’ In fact, it was the ornate plasterwork of grand Georgian and Victorian houses that Lincrusta founder Fredrick Walton wanted to replicate for a wider (albeit discerning) audience. ‘He democratised the art of plasterwork that had been the reserve of stately homes until then,’ adds Alison.

The crafting of the deeply embossed panels hasn’t changed much since Walton began producing them in the late 1800s. The metal rollers used at the Morecambe factory are hand carved, and each panel is individually inspected and dated for quality control. Made from linseed oil mixed into a paste and pressed onto FSC certified backing paper, the wallcoverings dry naturally into a flexible roll that’s then adhered to the wall before being primed and painted. Once dry, it hardens up so is an ideal solution for busy areas like hallways and can even be used in bathrooms in place of tiles (though not in the shower cubicle itself!). ‘Thanks to the deep embossed patterns, which create natural light and shadow textures, one paint shade can be enough,’ says Alison, ‘though we say the only limit is your imagination!’ Layering on more colour can be the fun bit: after the first colour dries, highlighter layers can be added using a variety of paint techniques. ‘The charm of Lincrusta is that every panel is unique because it’s always hand finished,’ she adds. ‘And if you feel like a change, it’s simply a matter of repainting, just as you would any wall, making it a sustainable option thanks to its longevity.’

The collaboration with Morris & Co. made sense from the start. Fredrick Walton and William Morris were practically neighbours (Walton in Sunbury-onThames and Morris in Merton), and both set up their businesses within a year of each other. Yet it’s not known if they ever met. It has taken until now for two brands with such synergy to work together to create the three designs. Jessica Clayworth, lead designer at Morris & Co., explains, ‘It felt a very natural extension of the patterns. The way the leaves curve in the “Acanthus” design worked well in relief, and it was great to see “Fruit”, with its intricate dots and details, come alive.

Used to working in classic Morris & Co. greens, browns and berry shades, Jessica was excited by the colour options this collaboration created. ‘I always think of Morris in deep and moody colours, but I was surprised to see how well the patterns can take soft, neutral shades too,’ she says. ‘William Morris was always challenging patterns to see how far he could push the boundaries, and I think he would have loved the extra dynamic of these embossed designs.’