A luxury rug once meant something painstakingly hand-knotted in Persia, in traditional designs handed down through the centuries. While these masterpieces are still sought-after, the statement modern rug has now moved centre stage, billing itself as art for the floor and, thanks to a new breed of creative, challenging convention as well. But what’s behind this shift?
A rug has long been key to completing a room, adding warmth, tactility and a sense of cohesion. But with more of us spending increasing amounts of time at home, and thinking about the message we want our interiors to convey, we’re increasingly demanding rugs that make a design statement, celebrate diversity, champion craft and respect the environment.
The former fashion designer Henry Holland’s rugs for Floor Story look as though the colours and the wool have melted into each other. They flow out in all directions, forming irregular shapes that give a sense of movement and energy. Holland is one of more than a dozen artists (others include the fashion label Eley Kishimoto and Camille Walala, known for her brightly coloured installations) who are part of the acclaimed Designer Collection from this east London-based company, which prides itself on offering something unique. “Our rugs celebrate diversity and creativity,” says Simon Goff, founder and director. And in the modern world, that’s what many consumers demand.
