Eterna Nouveau
Art + Creative Direction
The Eterna Nouveau collection continues the evolution of Art Nouveau; first emerging in the early 1900s, revived in the 1960s, and now reinterpreted for today. Sweeping lines, intricate botanicals, and whimsical details intertwine in murals that feel both enchanting and refined. Unexpected flora and fauna, like carnivorous plants and kelp, intermingle with timeless orchids and poppies, creating murals that are both sophisticated and surprising. Printed to order on premium materials with our spot gloss technique, Eterna Nouveau brings a sense of artistry and luxury to any space.
Honoree, 2026 Best of Year - People’s Choice, Interior Design
Finalist, 2026 Hospitality Design Awards, Wallcovering, Hospitality Design
From the original moodboard: historical references paired with modern forms and palettes.
Created by the in-house design team at Astek, Eterna Nouveau emerged from a studio-wide creative prompt that explored reimagining the Art Nouveau movement for a new era. Art Nouveau focused on organic and natural forms with intricate details rich with symbolism and luxury. Rooted in Britain's Arts & Crafts movement, it evolved through figures like William Morris, who championed natural forms, into something more luxurious, delicate, and sinuous.
In the 1960s, Art Nouveau was reimagined in a second wave through psychedelia. Artwork and band posters from the era echo the original movement of the late 1890s and early 1900s, with familiar forms, lettering, and subject matter rendered in bold, bright new palettes. I loved the idea of bringing Eterna Nouveau forward as the third wave of the movement, reimagined as repeating murals that honor classic principles like intricate detail and organic, stylized botanical forms, while speaking to a modern audience through slightly subversive elements: underused flora (cacti, succulents, weeds, carnivorous plants) and unexpected fauna (bats, frogs, insects, and more).
The goal was to create a curated collection, with each piece made by a unique artist. Honing in on a single concept and style to create a cohesive collection pushed the design team to new limits, and they succeeded. Each mural, dense with detail and interlocking motifs, repeats end to end with botanical elements reminiscent of Art Nouveau, growing up from the ground to fill the wall. Through stylized forms, ornamental detail, and bold color, this collection holds true to what Art Nouveau was, while reimagining it for the modern era.
The designers worked both traditionally and digitally, honing their style to bring this ornate, botanical collection to life as large-scale, repeating mural designs. The final pieces capture the intersection of past and present, paying homage to Art Nouveau while embracing a modern boldness, feeling both classic and current at once.
As Creative Director, working closely with Astek's senior creative team, I led the research, conceptual development, and visual aesthetic; provided the design team with direction and inspiration; and oversaw the final artwork refinements to ensure a cohesive collection that balances a timeless aesthetic with contemporary spaces.
