Baubauwall: how an Estonian printing company reimagined home wallpapers for the digital age

Back in 2021, when the grand prize of €10,000 was awarded at the finale of Enterprise Estonia’s Design Masterclass, it didn’t go to a flashy startup or a global tech firm. It went to Baubauwall — a bold new brand born inside a 20-year-old Estonian print house, Digiprint. Mission? To change how people shop for wallpaper.

The idea was deceptively simple: make it easy to order wallpaper online that actually fits your wall — beautifully, accurately, and without waste. But turning that into a real, user-friendly service required big thinking and a leap into design-led product development.

Change of minds and the business idea

Baubauwall entered the Design Masterclass program with a concept for a personalized wallpaper e-boutique and an AR (augmented reality) app that would let users preview wallpaper designs on their own walls through a smartphone. But as the team quickly discovered, that was just the beginning.

“We knew we needed help designing our new wallpaper service,” says Anna-Kai Tõrs, Baubauwall’s Head of Business Development. “Digiprint Ltd has always worked with B2B print clients. Baubauwall was something entirely different — a new brand and service meant for private customers. We wanted to learn how to build this with the customer in mind, from the ground up.”

Through workshops, mentoring, and collaboration with design lead Egert Uibo, Baubauwall completely redesigned the customer journey. From wall measurements and style selection to delivery and installation. The result? A user-friendly digital service that calculates how much wallpaper is needed, prints it to exact dimensions. Furthermore, delivers pre-cut, numbered panels along with wallpaper adhesive — making DIY installation intuitive and waste-free.

It´s all about customer feedback!

Customer feedback led to more smart solutions. Many people still want to touch and see wallpaper before buying, so Baubauwall introduced sample prints sent by mail. With thousands of designs available, they built a filtering system to help users find the perfect pattern with ease. And they made speed a priority — printing and shipping orders within just a few days.

Beauty of zero-waste wallpapering

At the heart of it all is sustainability. Baubauwall wallpapers are printed only after an order is placed — no stockpiles, no leftovers, no waste. It’s a zero-inventory model that puts both people and the planet first.

The jury of the Design Masterclass praised Baubauwall as a standout example of what design thinking can achieve. “This team was everything this program is about,” said jury chair Martin Goroško. “They completely redesigned their print service in a short time. The team took real development and financial risks, and launched a sustainable product with international potential.”

Triin Jürgens, service designer at Enterprise Estonia, added: “It was impressive to see a traditional print company take such a big leap. Using design tools and expert guidance, they created a fully functional digital e-store. They offer wallpaper tailored exactly to the customer’s space — printed in the precise quantity needed and delivered in just days. It’s a solution that’s ready to scale and even franchise.”

Baubauwall started as a local print company. Today, it’s an award-winning, design-driven wallpaper brand. Baubauwall brings their smart wallpaper service to homes across Europe and the US. One perfectly sized wallpaper panel at a time!

Get your new wallpaper without all the hassle!