In a world where walls are often overlooked as mere backdrops, Priyall R Shroff sees them as storytellers. As the founder of Wilde Pattern Company (WPC), she has made it her mission to introduce surface design as an art form in India. Her journey, shaped by a blend of academia, global aesthetics, and consumer psychology, has led her to redefine the way we experience interiors. The Decor Journal India chat with Priyall to discuss her unconventional path, her design philosophy, and what the future holds for WPC.
TDJI: Priyall, your journey into design has been anything but conventional. Can you take us through how it all started?
Priyall R Shroff: Absolutely! My foundation lies in Communication Design, which I pursued at the London College of Communication, followed by a Master’s from Nottingham University and expertise in Digital Marketing & Consumer Insights from MICA. My early career was rooted in advertising, where I worked with some of India’s leading agencies in digital storytelling and brand strategy.
However, my defining moment came while working on Happy Planet, a 50,000 sq. ft. children’s play space. Immersing myself in that project, I realized how design could transport, inspire, and create deep emotional connections. It became clear that surfaces—walls, textiles, floors—are more than just décor; they’re a powerful medium for storytelling. That realization led to the birth of Wilde Pattern Company.
TDJI: How does WPC differentiate itself from other wallpaper and surface design brands?
Priyall: WPC was built to bridge a glaring gap in the Indian market. When I started, wallpaper choices were either mass-produced and uninspired or imported, failing to reflect Indian aesthetics. I wanted to create something deeply personal—hand-illustrated, bespoke designs that merge heritage, storytelling, and modern sensibilities.
What sets us apart is our narrative-driven approach. Each wallpaper, textile, or mural we create is not just visually appealing but emotionally resonant. We work closely with clients to design custom patterns that reflect their personalities and stories. Whether it’s embroidered textiles, rugs, framed art, or murals, we see every surface as an opportunity to bring spaces to life.
TDJI: WPC has been commissioned for celebrity homes and film sets. Can you share some of your favorite projects?
Priyall: It’s been incredible to see our work resonate with such a diverse audience. Two projects that stand out are Masaba Gupta’s home and Mithila Palkar’s space. Both of them have distinct personalities, and we ensured that their interiors reflected that. For Masaba, we played with bold, artistic expressions, while Mithila’s space embraced warmth and whimsy through delicate yet impactful designs.
Working on film sets has also been a thrilling experience! Designing for the cinematic world requires an ability to create immersive backdrops that complement storytelling. Seeing our patterns translate on-screen is surreal!
TDJI: Can you describe your creative process when designing a new pattern or mural?
Priyall: It all begins with a story. Before putting pencil to paper, I spend time understanding the essence of a space—its purpose, its inhabitants, their personalities, and aspirations. Inspiration comes from everywhere—art, history, nature, fashion. Then, we sketch, refine, and experiment with textures and colors until we land on something truly unique. Our process is very collaborative; we ensure the client is part of the journey, so the final design feels deeply personal.
TDJI: Many people find redesigning surfaces daunting. How does WPC make the process easier for clients?
Priyall: I completely understand that revamping a space can be overwhelming. That’s why I take a hands-on approach. From conceptualization to execution, we guide clients through every step. We create digital mock-ups, provide curated recommendations, and even work closely with architects and interior designers to ensure seamless integration. Whether it’s a single accent wall or an entire home, we make the process effortless and enjoyable.
TDJI: WPC is no longer just a wallpaper brand; it has evolved into a full-fledged art and design studio. What’s next for Wilde Pattern Company?
Priyall: Yes! WPC has grown beyond wallpapers. Today, we design for textiles, rugs, canvases, and even embroidered artworks. The future is all about pushing boundaries—exploring new materials, techniques, and collaborations. I envision WPC as a global name in surface design, creating immersive spaces that are deeply personal, intentional, and transformative.
We’re also working on expanding our collections to include more accessible, ready-to-install options while maintaining our bespoke offerings. Our goal remains the same—to ensure that every space tells a unique story.
TDJI: Lastly, what advice would you give to young designers who aspire to enter the world of surface design?
Priyall: Be fearless in your creativity. Surface design is still an emerging field in India, and there’s so much room for innovation. Don’t just follow trends—tell stories, experiment, and create from a place of authenticity. Also, never underestimate the power of research; understanding consumer psychology and the way people interact with spaces will take your designs to the next level. Most importantly, believe in your vision and don’t be afraid to carve your own path!
