A Visit to Flat Vernacular's Norwalk Showroom
Photography by Alison Engstrom
Congratulations on opening your new studio in Norwalk! I’d love to start from the beginning, when did you begin your company and what were your initial dreams for it?
Flat Vernacular launched in 2010 in Brooklyn, New York. We both studied fine art in college and wanted to continue our art practice outside of school. The idea was pretty simple: to walk the line of art and design with any and all things that we produce and create. I was fascinated by decoration in general at the end of college, particularly because it’s a mode of expression often written off as “lesser than” by men and the world of fine art. It has a particular place and role, and I’m forever interested in the ways decoration can tell a story. We originally wanted to do mostly custom pattern and design work for commercial spaces, but that quickly evolved into the FV of today which predominantly creates wallpapers and fabrics for both residential and commercial interiors. We are also artists and have done work for all kinds of applications and clients. We do not always fit into a neat box, which I suppose is true to our original intention!
How would you describe the unique Flat Vernacular aesthetic?
Flat Vernacular designs elegant and bold takes on classic motifs. Bridging gaps between art and design, through a multi-disciplinary approach to our work, sets us apart.
When does a design you create actually become part of your wallpaper or fabric collection? In other words, how do you choose what is a go and what is not?
There’s really no algorithm for making any kind of art. Even if it’s something meant to be produced over and over again for an interior. It either works or it doesn’t! We design way more patterns than we actually produce as wallpaper and fabric. There’s generally a kind of “ah-ha!” moment when a pattern has evolved into something that looks like Flat Vernacular.
The past two years have been quite challenging to say the very least. Has it had an impact on your creativity in a good or bad way? How have you pushed through?
Ultimately, I don’t think I can classify the experience as either good or bad. It’s a lot of gray. I don’t think that’s good or bad! It just is. We’re all deeply affected by what happened and is happening. I think the most important things I’ve re-discovered over the past two years are how vital art and creativity is to the world and the people who inhabit it, and how my own creativity is a deep well that can be continuously drawn from in the darkest moments.
When you need to get inspired for a new project, what do you do?
Research and play. Look at and study colors, design history, movements in art, and design across the world. We then spend extra time in the studio to explore materials and processes, which usually results in happy and surprising discoveries.
What is your typical design process?
It really depends on the kind of pattern we’re trying to achieve. Sometimes we don’t know what we’re looking for until we find it through the process of playing with materials. I generally head to my paints and paper when I’m first thinking about a new design. After we both have something to show, we’ll come together for several critiques and brainstorm sessions, then decide whether or not the execution of the pattern can or should be achieved through a medium like paint. If not, then we really start to play around with wild ideas, and each of us brings our individual strength to the table, so one of us will generally finish the pattern depending on who seems to have the best grasp on the skills needed for the final iteration.
Congratulations on opening up your Norwalk studio. It’s such a cool community. Can you share how you landed on the location? How will you utilize the space?
Thanks! It’s lovely to be in Norwalk. We bought a house in West Norwalk and decided to search nearby for the perfect commercial space to have our studio and offices. We like Knight Street because it’s a bit off the beaten path and is down the street from other small businesses and design stores. Our studio itself is quite spacious and light. We needed enough space for all aspects of the business: a showroom, a workroom, offices, inventory, shipping, screen printing equipment, and a kitchen. The best part about this studio is that we have enough room to host creative events, which is something we’ve wanted to do for a long time. Last month, we hosted an inspiring wreath workshop with a local floral designer, and our handwritten holiday workshop with Brian leading a lettering lesson alongside wintery cocktails was super.
Being a husband and wife team, how do you manage the work/life balance?
Honestly, it comes naturally to us. I don’t think we could function otherwise. We both have deep respect for each other’s work and each other’s time. This extends from work to home, from raising our son to taking care of business needs while nurturing our individual creative studio practices.
What advice do you have for other creative couples looking to team up and start a business?
Empathy and close listening is vital. Communicate often, respect always. Get your bookkeeping in excellent order. Have fun.
What’s next for the company?
A whole new kind of product! We’re excited, but we can’t share much right now. You’ll have to check back in the spring to see what it is!
