From gift to bestseller, the accessory that wasn't supposed to sell | JINHANFAIR DiscoverNEW

2026.09.17

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Wall art specialist imageLAND is preparing for its first appearance at M.O.W., part of a wider push into new European fairs that has already reshaped how the company develops its product range. Having exhibited at TrendSet in Munich earlier this year, the company noticed visitors responding not only to its paintings but to accessories that were never meant to be sold, and asking for more of them. Marina Deus, second generation at imageLAND, explains how that feedback loop, from customer requests to new product lines, is now shaping the brand's next chapter.

ImageLand's newest canvas collection incorporated fabrics, bringing the artworks to life beyond the frame

Expanding beyond the wall

imageLAND's fake fur paintings, playful pieces featuring animals such as llamas, were first introduced in Maison&Objet and proved popular enough to become a fixture of the brand's fair presence. They return at M.O.W., alongside a newer addition that began life as a simple gesture rather than a product. Bags made from the same material as imageLAND's carpets started out as a simple gift for key customers at the Munich trade fair. But the gesture took on a life of its own: one new customer was stopped multiple times about his bag on his way out of the fairground, causing him to head straight back to the stand and double his order.

That response led imageLAND to develop cushions and blankets in the same carpet style material. 'We expanded our portfolio based on positive feedback from our clients,' says Marina. Paintings remain the company's core product, but the growing accessories line points to products that increasingly share materials and styling across categories.

A new metallic finish

Alongside its accessories, imageLAND is introducing a new surface technique developed by a designer who recently joined the team. Known as the aluminium Butler finish, it builds on the company's existing aluminium pictures by adding a brushed, swirled pattern to the metal before the print is applied on top. The result combines the traditional look of worked metal with the printed image sitting over it, rather than one replacing the other.

'The Butler finish keeps that traditional brushed look of the aluminium, but the light reflects really nicely on it, especially on the gold elements,' Marina explains. The result will be shown in person for the first time at M.O.W..

Growing closer to customers

M.O.W. marks new territory for imageLAND, a decision shaped largely by what customers had been telling the company. 'Several customers told us M.O.W. is definitely worth a visit, so we decided it was time to exhibit this year,' she says, adding that it follows a well received first appearance at TrendSet in Munich. imageLAND will also attend the Brussels Furniture Fair later this year and Ambiente in Frankfurt at the beginning of 2027.

That expansion is matched by changes closer to home. Since the summer, imageLAND has had a dedicated key account manager for the DACH region, Thomas Passgang, who visits retailers on site rather than meeting them only at fairs. 'He has been working in the painting industry for over thirty years and will visit our customers personally to help them create new in-store decorations and collections based on their needs,' Marina notes. Thomas will also attend M.O.W.

Thomas Passgang, key account manager of imageLAND for the DACH region

Taken together, the new products, finishes and appointments point to a company adjusting its offer in response to what their clients actually ask for, rather than dictating trends from above. For imageLAND, that means giving each customer room to build a look of their own. As Marina puts it, 'we want customers to find their own style in our collection, and for it to help them create something in their own shop.'