British Gypsum has unveiled Lifestyle Wall, a brand new drylining system featuring Gyproc Habito plasterboard at its core.

Lifestyle Wall has been developed to improve design and installation flexibility within the home. The solution allows items such as TVs, shelves and decorative items to be installed using just screws, without the need for specialist fixings. It also offers high impact resistance, making it ideal for busy households.

To bring the system to market, British Gypsum has developed a comprehensive marketing campaign, which will see the brand make its TV debut, with adverts appearing on digital channels Eden, Home and Dave.

Speaking about the launch of Lifestyle Wall, Paul Howard, head of insight and innovation at British Gypsum, said: “Hanging pictures, TVs or shelves is a common gripe for consumers because fixing to plasterboard can be so difficult. To address this issue head on, our innovation team right here in the UK, created Lifestyle Wall, and it’s now going to be rolled out globally.

“As well as being easier to fix into, Lifestyle Wall offers greater resistance to wear and tear.”