Benni Frowein moved from New York to London during the pandemic tasked with launching Schumacher in Europe. With a string of brilliant collaborations under his belt, including a new collection with Cabana, we met Benni to find out more about life at the iconic interior design practice.
What has it been like launching Schumacher in the UK?
In short: it’s been wonderful. The interior design community in the UK is so welcoming, warm, and sophisticated. From day one we felt we fitted in.
Can you briefly explain Schumacher’s history?
Sometimes I have to pinch myself that I am working for one of the world’s longest-living design firms. Founded in 1889 (the same year that the Eiffel tower was completed), Schumacher has become America’s most iconic home design brand. Still family owned, we celebrate the joy of home, craftsmanship and the art of interior decorating. The decision of coming to the UK and Europe was about returning to our origin. Our 132-year journey started in Europe. We are finally coming home.
What is your role within the company and what are the best bits of your job?
I am the CEO of Schumacher Europe and Middle East. I feel very privileged that I am commissioned to expand our fabulous brand. My favourite part is introducing design enthusiasts to Schumacher and seeing their eyes beaming when they discover our portfolio of 11,000 unique fabrics wallpaper and trimmings.
Could you tell us a bit about the Cabana x Schumacher collaboration?
It’s simply a love story of two brands. We were introduced, went on a couple of dates (i.e., meetings) and decided that we had so many brand and design values in common that we wanted more. The collection is an explosion of pattern and joy while being sophisticated and chic.
Martina Mondadori, the Creative Director of Cabana, has admirable taste and a unique sense for the zeitgeist. We are very excited about the beginning of a long partnership.
They are such wonderful designs! Which is your favourite and how would you use it?
Floralia Sisal is wall-covering that is equally romantic as it is sexy. The texture and the combination of colours makes it dramatic but very usable. If I had a library, that’s where it would go.
Where do you like to get your inspiration?
Good conversations and travel inspire me the most.
Which interiors Instagram accounts do you like to follow?
One of the first things I do in the morning is scroll through Instagram. I love @littlebigbell for its positive and uplifting lens, I follow Molly Mahon and A Rum Fellow since I love craftsmanship, and Frederic Magazine – our inspiring online platform for design enthusiasts.
You worked for a long time in New York. What’s the difference between the US and UK buyer?
Both are technically versed in decorating. Slip covers, drapery and headboards are executed to perfection. I think the main difference is that many of the UK homeowners like lived-in spaces whereas Americans really enjoy creating rooms that feel brand new.
Where do you live?
I am going to (hopefully soon!) live in Chelsea where I am renovating an apartment. We are currently tiling the bathrooms and it’s equally nerve wrecking as it is exciting.
What’s next on the cards?
So much! We launch collections every single month (yes, every single month!) and I’m so incredibly excited about what’s coming. Personally, I can’t wait to get my new home done and settle in my favourite city in the world.
A Little Bird Loves
