All the Way to Paris are the Danish-Swedish design duo using textiles to create a feeling of closeness

We take a look at the latest creations Tanja Vibe and Petra Olsson Gendt have developed for Danish design company &Tradition, and have a sneak peek inside their studio.

While named after the French capital, All the Way to Paris is a Copenhagen-based design duo composed of Tanja Vibe and Petra Olsson Gendtmet. Having both studied graphic design at the Royal Danish Academy of Fine Arts, the pair founded their studio soon after graduation. Working across graphic design, branding, art direction, and illustration, they create a broad array of products, the diversity of which can be seen on their Instagram: from a quick scroll through their feed you’ll be met with images of basque red mirrors, sleek nests of tables, quirky watercolor posters, and monochrome museum catalogues.

What sticks out, however, is All the Way to Paris’ particular penchant and love for textiles, which they have said is informed by an interest in the effects fabric and materials can have on humans, and how this changes depending on whether they are used for clothing or for interior decoration.

They have focused predominantly on the latter during their collaborations with &Tradition—a Danish design company blending old and new to create timeless furniture, lighting and interiors—for whom they produced a series of handloom-woven rugs in warm earth tones back in 2016.

Focusing on texture, shape and depth of colour over patterns, the designers said they wanted the rugs in their collection to “gather rooms together both emotionally and aesthetically, to create a feeling of closeness and to somehow ‘ground’” their surroundings.

This year, All the Way to Paris have joined forces with &Tradition yet again to create two new products. The first, “The Eye,” is a hand quilted, organic cotton, bedspread decorated with strong geometric patterns and, as the name suggests, a minimalist illustration of a singular eye at the centre. The second, a lightweight throw adorned with a simple grid motif, shares a common artistic thread with its partner. “We want to bring the personal, the human, and recognizable characteristics to all our designs,” says the duo, who were recently visited by &Tradition in their Cophenhagen studio. Check out the video from the visit to hear more insights from the designers and to get a visual sense of All the Way to Paris’ artistic style and processes.

“We want to bring the personal, the human and recognizable characteristics to all our designs.”

All the Way to Paris are a Copenhagen-based design studio working across graphic design, branding, art direction, and illustration. Founded by Tanja Vibe and Petra Olsson Gendt, since 2016 the studio has created a series of bedspreads, throws, and rugs for Danish design company &Tradition. Check out their latest creations here, or read more about they work on &Tradition’s journal.

Photography: Filip Aure & Alastair Wi
Text: Emily May

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