Creativity on the walls and perfection in manufacturing

We spoke with Josipa Maras, designer, founder and artistic director of Studijo, the Zagreb-based studio renowned for wallpapers defined by a distinctive authorial signature and a bold, recognizable visual language. Expanding her practice beyond paper, she translated her illustrations onto walls and made the deliberate choice to maintain in-house production—ensuring uncompromising quality control while fostering continuous experimentation and innovation.
Today, Studijo Boutique Factory in Zagreb brings production and showroom together under one roof, forming a dynamic hub where creativity, technical expertise and hands-on product experience converge. Numerous international awards affirm that choosing this demanding yet fiercely independent path was not only courageous, but more than justified.

You began with humorous illustrations called Marastracije by Josipa. How did these illustrations evolve into wallpaper designs?
Marastracije were my personal, spontaneous escape from everyday life — drawings created without a grand plan, more as play and an exploration of expression. Over time, however, I realized that people weren’t responding only to the illustration itself, but to the emotion it carried. I began to think of the space as a canvas. The idea that art could live beyond galleries, on the walls of homes, felt like a natural next step. That’s how illustrations became patterns, and patterns became wallpaper. At that moment, I wasn’t thinking about business at all — I was guided solely by the need to give my illustrations a new dimension.

As a designer, you could have licensed your work to an established production company, yet you chose to develop your own production. What led to that decision, and why did the pandemic become the starting point for this journey?
Honestly — I could have taken the easier path. But I didn’t want to lose control over the quality, the process, and the emotion carried by each design. At a certain point, you realize that if you want something to be made exactly the way you feel it should be, you have to take responsibility for the entire process.
The pandemic was a catalyst. The world came to a standstill, and I felt it was the moment for a bold decision. We had the idea, we had the vision, and we had the faith. Instead of waiting for “better times,” we decided to create them ourselves. That’s how the Studijo’s story began — as a manufacturer, not just a design brand.

Beyond having an excellent printer, what does it take to establish high-quality wallpaper production?

Printing is only one piece of the puzzle. High-quality production means understanding materials, pigments, finishes, color durability, and how wallpaper behaves within a space. We changed several machines. Each time we thought we were close, but I knew it still wasn’t quite “it.” I was persistent because I didn’t want to compromise. Today, we use GREENGUARD Gold certified printing technology, which means our wallpapers are safe for all interior surfaces — from residential spaces and children’s rooms to commercial environments such as hotels, hospitals, and schools. That was essential to me — that every product leaving our factory is not only aesthetically powerful, but is also safe for people’s health. That is part of our responsibility.

Your production, offices, and showroom are now all located under one roof, known as Studijo Boutique Factory. Where can it be found, and how does it function? Are visits possible by appointment only?
Studijo Boutique Factory is located in Zagreb and was conceived as a place where creativity, design, and production meet in real time. With us, an idea doesn’t travel miles before becoming reality — it is born, developed, and brought to life under the same roof. This gives us tremendous flexibility, speed, and quality control, as well as the rare opportunity for clients to witness the entire process — from sketch to finished wallpaper. Offices, production, and the showroom all share the same space, which means we are in constant dialogue — designers, production, and sales breathing as one. This “under one roof” model is extremely important to us because it ensures that every project receives the attention it deserves. The showroom is open for visits by appointment, precisely because we want to dedicate time to every client, architect, or designer. It is not a conventional retail space — it is an authentic experience of the Studijo story.

You were among the first to introduce personalized and waterproof wallpapers. Where does your brand’s superpower lie today?
In the fusion of art and production. In the ability to adapt almost any design to a specific space and the real people who live in it. In the courage to constantly step out of our comfort zone and test new materials, technologies and ideas. But perhaps most of all, in the fact that we’ve managed to preserve the soul of the brand as we’ve grown. Studijo remains personal — behind every pattern there is a hand and an emotion. And I believe it’s precisely that authenticity that can be felt in a space.

Where and when do you usually find inspiration for new designs?
In silence. In nature. In everyday moments. Inspiration rarely comes to me at my desk — more often it strikes while I’m walking, traveling, or simply observing the world around me. Sometimes it’s a detail in architecture, sometimes the colour of the sky, the texture of stone, or the feeling of a space. I like to give my thoughts time. Many of my designs are born precisely in those moments — when I step away from the screen and allow myself to be fully present in real life.

Your wallpapers have gained international recognition, earning prestigious awards such as the Archiproducts Design Award and the German Design Award. What do these acknowledgements mean to you and to the brand?
Personally, I see awards as confirmation that persistence pays off. For the brand itself, they represent international credibility and greater visibility — opening doors to new markets and conversations with professionals around the world. Awards were never the goal in themselves, but they are a beautiful sign that what we do has meaning and carries value beyond our own borders.

Tells us more about the collection Roots and Wings, which celebrates heritage?
For me, Roots and Wings is a collection about the balance between roots and freedom — knowing where you come from, yet not being afraid to spread your wings. I wove personal stories, family, heritage, and that quiet courage that pushes you forward even when the path isn’t entirely clear. I worked intensively on the collection for almost six months, resulting in 30 new wallpapers with diverse expressions, colors, and styles — from refined, modern lines that bring calm and balance to a space, to bold, opulent compositions that carry the spirit of historic streets and rich cultural heritage. The collection is further enriched with motifs inspired by Japanese aesthetics, clean and sophisticated textures inspired by stone, sage-colored tones that evoke a sense of natural balance, and stainless steel patterns that add contemporary minimalism. Together, these elements create a unique visual whole that connects continents, styles, and eras — and reminds me that design becomes most fascinating precisely where different worlds meet.

Can you describe your collaboration on the Hotel Marinus project in Marina, Croatia?
Together with interior designer Klaudija Zubčić, I had the honour of creating a wallpaper for Hotel Marinus. This project holds a very special place in my heart, as it was my first award-winning wallpaper and the hotel itself has received numerous awards for its interior design. The wallpaper Maslinik (“Olive Grove”) was born from our long-standing collaboration. The brief was to capture, within a single design, the earthy tones that represent the roots of every olive tree, blending them with the greens of the leaves and fruit of that rich plant, and immersing it all in deep shades of blue symbolising the sea, as the hotel is located right by the coast. The wallpaper needed to have a true wow effect. It had to leave a rich, luxurious impression from the very first glance. I worked on the design for over a month. There were moments when I gave up a couple of times and then came back again. But in the end, I succeeded. It was not just an award for the most beautiful wallpaper in the world. It was my personal victory, a confirmation that every effort pays off many times over, and that every olive grove yields abundance if you nurture it long enough.

Do you have a local reseller in Slovenia?
Yes, we have a partnership collaboration in Slovenia and are continuously expanding our network of collaborators to be closer to the markets where we already have strong demand. In Ljubljana, our wallpapers are available through authorized distributors: Estilia Showroom, Nova Showroom, Nox interier and Plan 2B in Ljubljana. In Nova Gorica, our products can be ordered through Norbit and TB Solution. The last one has a showroom also in Maribor.
We are proud to work with these well-established companies who help us bring our products closer to Slovenian customers and ensure high-quality availability in local markets.