British Designers See the Light at ICFF

The premier design fair's ever-expanding international reach brings new talent stateside.
Ohm, a wallpaper design by the London-based company Meystyle, is part of their newest collection Conductivity. The innovative wallpaper lights up the room with embedded LEDs. All photos courtesy Meystyle.

All over the globe, representatives from the world of luxury interiors and high-end furniture are gearing up to exhibit their products at the 29th annual ICFF, a design fair held in New York City’s Javits Convention Center. ICFF has long been considered North America’s premiere showcase for contemporary design, but in recent years, the acclaim has spread beyond the borders of North America. According to event director Kevin O’Keefe, “ICFF has more than doubled in size in the last four years, with the majority of growth from international brand and attendee presence.” This year’s ICFF will host exhibitors from at least 33 different countries, and 12 different international contingents. “Architects, interior and product designers, developers and better retailers from around the world now view ICFF as a ‘must attend’ fair,” says O’Keefe.

The value of ICFF is plenty evident to the London-based design company Meystyle, which has been exhibiting their bespoke LED wallpaper regularly since they participated for the first time in 2013. Using a technology pioneered in 2004, which embeds LED lights seamlessly into the wall covering, each roll is crafted by hand to fit the particular needs of the client and the space. The wall, instead of fading into the background, becomes an exciting visual experience.

Light Module wallpaper design, also from the Conductivity collection, combines rational shapes with the raw elegance of the underlying texture, while making use of plentiful metallic leaf.


Ekaterina Yaschuk, co-founder of Meystyle, says that the intimate format of ICFF is ideal for her business: “As a small artisan company, it is super easy for us to set up a small booth and introduce our products directly to the right kind of customer.” The designers of Meystyle are looking forward to reconnecting with attendees and exhibitors of past years and to establish new connections with interior designers, whom they hope to “entice to work with our technology.”

Golden Resistance, from Meystyle’s Conductivity collection, takes advantage of the way electricity varies in intensity to create the illusion of energy moving.


Of particular interest is Meystyle’s latest collection, Conductivity, which they consider their most important. “LED Wallpaper is a material that is beyond decorative,” says Yaschuk. “We are making lighting that is a part of the wall itself without any added thickness or complicated setup. It has the power to enhance or disguise architectural elements and to create moods or focal points.”

Meystyle founders Maria and Ekaterina Yaschuk.


Participation in ICFF allows Meystyle to interface with North America-based clients and collaborators, pushing them to expand not only as a business, but also creatively. “There are a lot of fresh and unusual ideas within projects that we do in America, which inspire us in our design process,” says Yaschuk.  “Working with forward thinking creative individuals who visit the ICFF show is very stimulating for us as designers.”

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