Masureel Art Factory

Masureel Art Factory is a platform for artistic research and production – hosted by Masureel. MAF issues wallcovering editions by artists and engages with projects crossing the fields of art and design. Our initiatives have a clear affinity with the company’s art collection.

Masureel has an extensive art collection, assembled by Guy Verstraete, head of the company and descendant of the Masureel family. Besides historic wallpapers and textile, the Masureel Collection contains modern and contemporary art, with a major focus on works on paper dating from the 1920s to the present day.

MAF makes the bridge between Masureel’s industrial activity and the affinity art. It is a first step to examine and  the Masureel Collection in its broadest sense, making it gradually accessible to the public. At the same time, we seek to collaborate with artists and institutions. Through these projects, we want to promote wallcovering design as an integral part of art and architecture.


Masureel is 100% Belgian company that manufactures high-quality wallcoverings. The company is located in Hulste, a village in West Flanders province. The Masureel family has settled there since the 16th century, starting its business in retting flax to produce linen. Masureel holds a large cultural heritage and an art collection, which strongly determines the company ethos. All Masureel products revolve around creativity, quality and green innovation.

Under brand names Khrôma, Zoom and Guy Masureel, Masureel has become an important international partner in decoration.