Introducing the Frida Collection, a collaboration sparked by a shared passion for design. Founders, Noor Charchafchi & Andrew Cotgrove of Celine Interior Design and Loomah respectively, were determined to make a showcase of the spirit and strength of creative British design by collaborating on a beautifully designed collection of rugs.
“To me a rug is the ex-factor to any design scheme, pure understated impact.”
“It is an incredibly proud moment for me to be able to release a collection that I personally love, have worked very hard on and have developed literally from pencil and paper and seen come alive,” says Noor Charchafchi, founder, and CEO of Celine Interior Design, “To me a rug is the ex-factor to any design scheme, pure understated impact.”
“Following the success of the Design Platform which I was invited by Noor and Carole Annette to be a part of, I was thrilled when Noor then got in touch with the idea to collaborate on a new rug collection,” says Andrew Cotgrove, founder and managing director of Loomah. “I have always had great respect for her creativity and design flair which has been brought to life in this collection.”
The collection’s name is a paradoxical play on words, the Viking name represents resilience and warrior strength whilst the name itself holds quite the opposite meaning, signifying peace and balance, reminiscent of the designs themselves.
Designed in collaboration between Loomah and Celine Interior Design, the collection consists of six designs each featuring a unique repeating pattern in a neutral colour palette of smoky tones of cool greys and blues.
“When in situ you will never see the whole rug on it’s own, you’ll see the pattern weaving through the furniture,” says Noor, “and that is why we have a repeated pattern so no matter where you look down you’ll always see a part of the design.”
“The eye follows [the design] but isn’t caught by them”, adds Andrew, “I think that is the key thing with the collection, there is no focal point, there is no centre.”
“What I really love is having two different voices in a rug, one is slightly more masculine and one is slightly more feminine”
“What I really love is having two different voices in a rug, one is slightly more masculine and one is slightly more feminine so in many of our designs you’ll see there is a softer side and a harder side,” continues Noor.
The collection of rugs is handmade, using lyocell to add a luxurious lustre and shimmer to the design. Lyocell is the best performing cellulose fibre used in the manufacture of carpets and rugs. Not only is the method of production more sustainable and eco-friendlier than viscose but the fibre itself is sustainable and biodegradable. More resilient than viscose, lyocell is moth resistant and can assist the management of indoor moisture, harbouring bacteria to create a healthier living environment. This hard-wearing fibre can also be professionally cold, wet cleaned to facilitate their maintenance and upkeep. Alternatively, the rugs can be supplied in 100% pure New Zealand wool, wool & silk blends and 100% silk.
“It’s been a huge privilege to have worked on this together with Loomah, a partner who are not only hugely respected and loved but who have also designed some of the most outstanding bespoke rugs in the world alongside the most notorious designers in the industry,” adds Noor.
Available to buy exclusively online from the CID boutique, each design is available in three sizes and four colourways. Alternatively contact Loomah for bespoke options.
Buy exclusively online from the CID boutique.
For more information on Loomah’s custom design service please contact us.
Please enter your full name and email address.
Loomah takes your privacy seriously. If you have registered with us, we will use your email address to keep you updated with product and company news.
We don’t send an excessive number of emails and you may unsubscribe at any time by simply following the link in the email or by contacting us. We do not share your details with any third party except where you have consented for us to do so.
Loomah takes your privacy seriously. If you have registered with us, we will use your email address to keep you updated with product and company news.
We don’t send an excessive number of emails and you may unsubscribe at any time by simply following the link in the email or by contacting us. We do not share your details with any third party except where you have consented for us to do so.
Loomah takes your privacy seriously. If you have registered with us, we will use your email address to keep you updated with product and company news.
We don’t send an excessive number of emails and you may unsubscribe at any time by simply following the link in the email or by contacting us. We do not share your details with any third party except where you have consented for us to do so.
