When The Vater Group approached us to collaborate on Bloomingdale’s and Air Mail’s New York Fashion Week kickoff event, we knew this project would be special. The goal? To create a sensory experience that fused luxury retail with editorial flair, all while promoting Bloomingdale’s new collection: “From Italy, With Love.”
From the moment we stepped into the Academy Mansion—the event’s grand, light-filled venue in Manhattan—we saw opportunities to weave storytelling into every corner.
This wasn’t just about printing fabric or sewing pillows. It was about translating a brand’s heartbeat into tactile, immersive visuals.
Artist and Fashion Illustrator Andrea Ferolla & Darla Reina. Andrea Ferolla created the artwork for the event (featured on the tapestries, posters, and pillows)
The Art of Partnership
The Vater Group’s vision was bold but still evolving. When we began, the artwork—created by renowned fashion illustrator Andrea Ferolla—wasn’t yet finalized. That’s where our collaborative process shone. We didn’t just wait for files to arrive; we became an extension of their team.
Early conversations revolved around materials: Which fabrics would best replicate the texture of an artist’s canvas? How could gold bullion fringe elevate the tapestries without overwhelming them? We tested, sampled, and problem-solved in real time.
Initial print for customer review/approval of fabric and print quality
For every element—tapestries, posters, pillows, and shade inserts—we produced test prints. We collaborated with the installation team to design a top treatment for the tapestries that would make them easy to hang. We adjusted dimensions, refined stitching, and added that decadent gold fringe.
Crafting the Canvas
Initial print for customer review/approval of fabric and print quality
The tapestries became the event’s centerpiece. Hung from floor to ceiling and framing the balcony performance space, they needed to feel both monumental and meticulously detailed.
We chose a fabric that mimicked the organic texture of a painter’s canvas, ensuring Ferolla’s illustrations retained their hand-rendered charm at scale.
Printed tapestry on fabric with texture like an artist’s canvas. Sewn hems and gold bullion fringe along the bottom hem. Hung on the balcony where opera singers performed.
Sewing was equally critical. Hidden hems kept edges crisp, while the bullion fringe added weight and subtle movement—a detail that caught the light as guests mingled below.
Posters with Polish
Posters printed directly onto boards
Printed directly onto sturdy boards with a matte finish, the posters carried Ferolla’s art throughout the event space on a different medium. Initially prototyped with corner hanging holes, the design team worried the perforations would detract from the art. For the production run, we omitted the holes for a seamless look.
The result? Gallery-worthy displays that felt intentional, not incidental.
First poster print for customer feedback. This version had holes in the corners for hanging that the customer didn’t like, so the final version didn’t have holes.
Pillows with Personality (and a Plot Twist)
Closeup on pillows & cushions
The pillows were a sleeper hit. Combining printed fronts with velvet backs and contrast piping, they blended whimsy with sophistication.
Little did we know they’d become the event’s most coveted souvenirs—guests loved them so much, some people “accidentally” left with the decor!
Photos of the pillows in our factory
Photos of the pillows in our factory
Photos of the pillows in our factory
Photos of the cushions in our factory
Where Detail Meets Design
Printed vinyl inserts for sconce shades
From bathroom mirror clings to sconce shades, no detail was too small. The semi-opaque vinyl inserts for the sconces required prototyping: too little contrast in the design, and the branding would vanish.
After testing with the customer, we landed on a design for the vinyls that glowed like stained glass.
Printed branded vinyl inserts for sconces. Testing vinyls inside and outside of shades to see how the light filtered through each way.
From Concept to Completion
Brands often come to us with early-stage ideas, trusting us to fill in the gaps. For this project, that meant asking, “What if?” at every turn. What if the tapestries had extra fabric at the top so we could sew rod pockets for easy hanging? What if we made the pillows with contrast piping? What if the posters were printed directly onto the boards for a flawless finish?
Printed & sewed tapestry. Printed fabric for large drum shade (made by another vendor)
Our role isn’t just to execute—it’s to elevate. With 65+ years of expertise in fabric, print, and spatial storytelling, we help clients see possibilities they might miss. And when they dream big? We’re here to turn “what if” into reality.
Interested in creating unforgettable visuals for your next event? Let’s collaborate.