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The summer of 2026 has seen the launch of our Reflection Room collection. Created in collaboration with Dutch designer Elise Luttik, the collection explores themes of reflection and depth through a series of thoughtfully designed wallcoverings for hospitality interiors. In this Q&A, Elise shares the inspiration behind the collection and her approach to the collaboration.

Can you tell us about your background and how your journey into design has shaped your approach today?

When I decided to start a design practise, I immediately focused on developing a design language which would become my signature. I already had a strong background in tech, graduating in Industrial Design Engineering at the Technical University of Delft as well as a Commercial background from my first jobs, so there was a natural need to spend my time on developing the aesthetic eye when I started my studio. 10 years on I can say it has become a balanced skill set, which I use to do Creative Direction and Design for the projects and companies I work with.

How would you describe your design philosophy?

“At the heart of my creations is the art of materializing illusions, capturing fleeting moments in enduring designs.” I always try to look at a design brief from a new perspective, I enjoy it when I design a collection and it becomes unexpected, yet familiar and surprising at the same time.

What was the starting point for The Reflection Room collection?

What I loved is that Rose Campbell, Head of Design and Marketing, told me; the collection should be you! Which was kind of giving me a blank but also directed canvas. Following this, I made a colour palette and design language originating from my portfolio in product design. Those were mainly furniture design pieces, so it needed a lot of translation.

The collection explores reflection and depth. How did you translate these ideas into wallcoverings?

By tricking the eye with added depth by using shadows into the designs or highlighting parts in the design the patterns appear to be three-dimensional. By weaving different layers different parts of the patterns seem to be in a three-dimensional space, while actually being flat.

Autumn Aurora

Nature appears to play a subtle role in the collection. Where did your inspiration come from?

It’s during the Holidays, at times when you are completely relaxed, I start noticing the beauty in the details of nature, I start to see the patterns and the structures of trees and their leaves for instance or the beauty of different types of moss and their pattern on a stone or the shifting shore line, that leaves it traces. I try to capture and remember these moments since they inspire me so much at a later time when I am back in the city working on design.

How did you approach designing specifically for hospitality interiors?

For me it’s about a feeling, wanting to be carried by a room, without the room being to present. It’s a subtle feeling, like with Summer Breeze, it reminds you of a nice sunny day, making you feel uplifted when you would experience it.

Summer Breeze

Each design feels distinct, yet part of a cohesive whole. How did you balance individuality with a unified story?

All the designs breath layeredness in their own way, setting them apart but following the same details of nature inspired inspiration.

One of the core principles I had set in the beginning was that the designs all should feel connected and if wanted they could all be applied in the same room. Therefore, the collection had to become a balance of colours and patterns, each design carrying a hero colour that would enhance the total palette.

Labyrinth with Ripple window film

How did the collaboration with Newmor influence the final designs?

The most important influence I felt from the beginning was “trust”. They gave me time to be creative and to develop the designs piece by piece. And that the Reflection Room would be there was a given fact from the beginning.

During the process we did a lot of sampling, also at the early stages of the designs, which helped make strong decisions together about appearance and tactility. I feel everyone in the team had an important role in the final outcome and how the collection will be experienced.

Was there a particular design in the collection that was especially meaningful or challenging to develop?

When there were five designs ready, the Timber Check pattern was still missing. I was one design short, and I felt that the collection was missing a wooden vibe, which had always been in the colour palette. I would say the pattern kept us waiting, but in the end, I feel it’s one of the strongest pieces in the collection and it made the collection whole.

Timber Check

What do you hope designers and guests feel when they experience The Reflection Room?

I was inspired to create a room that feels layered, where light, material, and perception come together to shape atmosphere. By adding optical depth and texture to the wall, the space becomes calmer, gently softening the atmosphere and subtly influencing how it is experienced. I hope our collection invites both designers and guests to slow down, reflect, and let their thoughts wander.

Explore the full Reflection Room Collection here, or find out more about the inspiration behind the designs in our lookbook.