The Story Behind Our Palm Tree Upholstery Fabric (And Why It’s Not What You’d Expect)
Hot off of the tails of our debut lineup, inquiries and ideas circled around building on the initial brand signature. I thought about stretching forward into new subjects, motifs and possibilities. In preparation for the initial launch, I’d spent a significant amount of time digging into our brand story, the inspiration behind the designs, and I couldn’t shake the desire to design a pattern that paid homage to one of my favorite trees, the palm, from one of my favorite spots in San Clemente.
When designing a new pattern, I visualize how the repeat will look on yardage and how it will land on a pillow, curtain, ottoman, or other piece curated in your space. In addition to the design, I envision the lifestyle and user impact in various spaces. It’s paramount to me that each design and collection expands on the previous and holds true to the brand signature. So my challenge was this: For AT300NELSON to introduce a palm tree print into the mix that’s not like the others.
My first instinct was to abandon any notions of tiki bar decor, coastal nick-nacks and commercial prints. Instead, I invite you to drop the needle on the sonic landscape of an Allah-Las album and join us along the journey to Avenida.
Spoiler alert - we love Avenida so much that we created four new pillows just for you, guaranteed to spark joy, conversation and ignite your gatherings. And just so you know, these aren’t your average palm tree pillows.
Breaking The Tropical Palm Tree Upholstery Fabric Stereotype
Why most palm tree pillows make me cringe…
Artistically, life along the coast has rendered me wary of the very elements often associated with it: clichéd polyester tropical prints, kitschy Polynesian pop, and the overly commercialized Margaritaville aesthetic. These ubiquitous styles, much like a chart-topping pop song, have distilled coastal design into a predictable "greatest hit." As a designer, I am naturally driven to push boundaries and challenge the status quo.
For me, elevated coastal design resonates with a distinct harmony of elements. It demands a thoughtful integration of natural materials, a rich interplay of textures, and a carefully curated color palette. This approach is not merely about aesthetics; it's about fostering a profound connection to the outdoors, reflecting the innate beauty and tranquility of the natural world. I believe that the serene and the invigorating can coexist seamlessly within a single space. The notion that coastal design is solely defined by neutrals is a misconception I aim to dispel. The spectrum of coastal inspiration extends far beyond what is most commonly portrayed.
My core objective with Avenida was to reimagine and honor the palm in a way that transcends conventional interpretations. This occasion required the introduction of fresh and captivating colorways, carefully chosen to form a cohesive, yet versatile palette. Like every fabric AT300NELSON offers, each of these new hues is Pantone-matched and designed to stand beautifully on its own, or effortlessly layered with our existing designs to create depth and visual interest. We sought to emulate Nature's own mastery of design, utilizing heritage luxury fibers from Belgium as our canvas. These fibers, renowned for their quality and tactile appeal, provide the perfect backdrop for our innovative designs, showcasing the natural elegance and energy of the palm.
The San Clemente Spark That Inspired The Avenida Palm Tree Upholstery Fabric
That night on Avenida Del Mar that changed everything…
Before we dive too far into the Avenida pattern and pillow design, let’s take a walk down Avenida Del Mar. Whether you’ve been following along or have just joined, you’re undoubtedly tuned in to the impact and inspiration of our time on the West Coast, specifically in San Clemente.
It had been years since we’d been back to the area and so much life had passed. We sent my Dad off to the Heavens, planted roots in Saint Augustine, launched Jake’s business, explored bicoastal corporate life, and boom: enter Santa Cruz, and ultimately the launch of AT300NELSON.
Still exploring ways to keep it all in view, I found myself back in my favorite place, San Clemente, visiting with close family and friends. It was as if no time had passed. It was invigorating. On this particular night, I had a minute between my niece’s soccer game and a late dinner. I snuck in a session at one of my favorite beaches, San-O, squeezed in a parking spot on Avenida Del Mar and borrowed time to walk top to bottom, leaning into my breath, soaking it all in.
The air was crisp, the streets were filled and the sun was about to set. As I made my way down to the pier, I found myself embraced in the Pacific air, surrounded by a contagious energy and dance of life. I looked up at the line of palms, waving in the breeze, a witness to it all.
It wasn’t long before I felt a craving for a Pedro’s burrito, or perhaps a splurge at South of Nick’s, but after walking the San Clemente incline, I only had the stamina to make it up the hill to Avila’s El Ranchito. I stepped inside for a margarita and a small bite — there was no wrong choice. The service was on point and the doors were wide open, letting the Pacific magic in. Some of my surf heroes joined, reminding me of my design life in design at Becker, Quiksilver and Rusty.
I consciously decided at that moment to always keep them close, our life and times with the people and in the places on the West Coast. I can’t think of a better way than the Avenida palm tree print to honor them and the native surroundings.
The Avenida Palm Tree Upholstery Fabric Design Process Reality
From Sketch to Palm Tree Pillow: The Messy Middle…
With time, I’ve learned to embrace and fall freely into the journey of creating. One of the greatest challenges that comes with designing is bottling the energy and feeling behind each inspiration. From the initial sketch to the finished good, there are inevitable twists and turns which I travel along so that the launch and finished piece can be enjoyed by many.
Early on, I would sit down to illustrate and deliberate over presenting photorealistic interpretations of a subject. One of my favorite art professors, who pushed me further into the process of painting and encouraged me to lean in to a more “painterly method,” used to tell me that I should “use a camera instead as they’re quicker and do it better”. His words are not ever lost on me. There’s a beauty found along the path of letting go. Less is so much more. Getting there has a varied timeline.
The process of creating for me is physical, psychological, technical and artful. All of my designs are driven by the senses, rendered at a particular point in time. Not all initial sketches make it all the way to the final collection. I don’t discard them, but rather set them aside to be revisited at a later date.
Even Avenida had several versions that didn’t make the cut. I began with pencil, moved to marker, India ink and eventually decided that the best way to render the design was via a wood block carving. From there, a singular work of art was ready for repeat. The color palette could be nothing other than desert inspired, earthy hues that can be layered and stacked with designs from our debut and latest collections.
I am a part of the process, from start to finish. Somewhere in the middle, we work through samples.
Although one of our focuses is providing yardage for custom pieces, including the Avenida palm tree upholstery fabric, AT300NELSON also offers bespoke pillows, ottomans and table linens for instant gratification, interior decor, gifting and gathering. Creating these products shows me how the pattern will land on the pieces we’ve designed. I dial in the trimmings and details. With Avenida, I fell in love with 2 different versions of pattern placement, dictated by scale and orientation of the repeat. Can you spot the difference?
The Avenida collection: At300Nelson's hand-carved palm tree print on certified Belgian linen, available as upholstery fabric by the yard and designer throw pillows.
In close collaboration and alignment with our production partners, we arrive at the finished product. It’s labor intensive, but it’s also incredibly rewarding.
Why Sustainable Material Matters More Than You Think
Why I’m Obsessed with Our Palm Tree Upholstery Fabric
Materials matter.
The materials chosen are an integral part of the design. In good design, both the tangible and intangible impacts make an impact. When it works, it is likely that you may not tune into each individual component that contributes to the design’s overall success.
AT300NELSON primarily works with natural fibers to create sustainable textiles out of gratitude and responsibility to this place we call home. Synthetic materials aren’t an ideal ground for us. When sourcing materials, we dig deeper to learn about the environment where our fibers are grown, farming practices, end uses, plus any other relevant inputs and outputs. Our luxury heritage fibers are grown in their ideal climate by farmers and artisans who do it best.
For me, the inherent texture and organic quality make our natural fiber textiles the ideal canvas for the design. It’s paramount to me that I’m not adding toxicity and waste into the built environment. Our natural fibers aren’t impervious to every challenge that life will throw in its path, but with proper care and application, there’s no doubt that you and your family will enjoy them for years to come.
We continue to learn, explore and question. We remain grounded in our responsibility and guiding principles.
Living With The Avenida Palm Tree Upholstery Fabric
What It’s Actually Like to Have These Palm Tree Pillows at Home
Avenida in the wild — layering At300Nelson's palm tree print pillows with other designs from the collection. Each pattern is Pantone-matched and designed to work together or stand alone.
Another gift of the design process is living with my designs in my personal space. If they’re not good enough for me and my family, then the same goes for you and yours.
It’s easy to be overprotective of my pieces. I’m the same with a new favorite garment, but I have to remember that it all serves zero purpose hanging in my closet or sitting on a shelf. If I’m going to make the investment of time and money, then I deserve to actively enjoy it. My home is an active home. We’re surrounded by Nature and some might describe our home as a live-work space. Our life is not spotless, so the oyster backdrop for Aveninda and some of my other designs are wide open to chance. Gunther and Aggie have no boundaries when they play, while Jake is often covered in metal or grease from his builds, and I’ve been known to fling an unintentional paint splatter. We’re always rolling the dice. Some stains remain in situ, but I’ve been pleasantly surprised at how easy it is to get the majority out (I always proceed with caution, careful not to scrub or use harsh solvents).
The scale, design and palette of Avenida have been a welcome addition to our living room. The fibers are getting softer and the pillows are building character, just some of the benefits of having sustainable textiles in your home. I’m toying with the idea of an Avenida ottoman or Roman shade in Bosque. I may do both!
Another idea I’m tossing around is to repaint the space and switch to the Albatross palette to give my favorite chair a new context. I typically layer different patterns in the same shade or similar, but I may just go for the complete set in the next round. The ability to mix, match, and try new things is the joy of textiles and home design, don’t you think?
In the end, we will enjoy Avenida in different ways. The color, feel and graphic nature of these pillows will spark varying memories, emotions and connections. Moved by my reconnection and love of San Clemente, I set out to design a palm motif in a way that is authentic to me and to the AT300NELSON brand. I value feedback and it’s been fun to hear that some of you have even seen a giraffe within the print.
Overheard in other unsolicited reviews, you’ve shared observations which reassure me that you see more than just my love of a place, but of the collective adventure that keeps my inspiration flowing. You’ve seen a depth in the design of Avenida, which t fills me with joy and motivation to continue growing AT300NELSON.
