April 12th, 2023

Sparked by a shared passion for design during the lockdown of 2020 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 collection, Loomah have continued collaborating with Celine Interior Design, recently completing a stunning luxury apartment in the exclusive London neighbourhood of Chelsea featuring three of the designs from the collection. All three rugs have been customised to fit seamlessly within the schemes for each area.

“When we first walked into this apartment, there was natural sense of organic movement and flow.  The building, being Edwardian and the particular style of architecture that it is, already had these arches and semicircles and a feeling of movement everywhere. So we really wanted to accentuate that,” says Noor.

LIVING ROOM_CHELSEA_Loomah Bespoke Carpets & Rugs_Interior Design by Celine Interior Design

For the Living Room, Noor choose Gefion, an abstract pattern in a soft palette of neutrals. The organic curves of the abstract design echo those incorporated throughout the space.

Custom made to order, this hand tufted rug is large enough for the bespoke sofas and stunning bespoke liquid metal table to all fit comfortably on it, whilst still showcasing the detail in the design.  “When in-situ you will never see the whole rug on its own, you’ll see the pattern weaving through the furniture,” adds Noor, “and that is why we have an organic pattern so no matter where you look down you’ll always see a part of the design.”

Acclaimed for its lustre and softness, Tencel is fast becoming a popular choice for custom made carpets and rugs

Hand tufted by highly skilled artisans, Loomah only use the finest materials in the manufacture of our bespoke carpets and rugs and this rug is no exception. Crafted using Tencel, the best performing cellulose fibre used in the manufacture of carpets and rugs.  Acclaimed for its lustre and softness, Tencel is fast becoming a popular choice for custom made carpets and rugs in part because of its environmentally friendly properties. Not only is the method of production more sustainable and eco-friendlier than viscose but the fibre itself is sustainable and biodegradable.

Tencel offers a wonderful alternative to silk and viscose. It has a beautiful lustre to rival silk but with increased durability.  “Tencel has a beautiful fluidity so is well suited to abstract designs,” adds Abigail Avery, Designer at Loomah Bespoke Carpets and Rugs.  “The durability of Tencel makes it an extremely versatile and suitable for use in endless spaces.”

DINING_CHELSEA_Loomah Bespoke Carpets & Rugs_Interior Design by Celine Interior Design

The living room incorporates a dining space which features a second bespoke rug under the dining table. For this handmade rug, Noor chose Sif, a subtle crackle design in a cut-loop texture. Although the design differs from that in the main living space,  Noor utilised the same material and a soft neutral colour palette for the hand tufted rug.  This helps zone and differentiate the two areas while maintaining a cohesive feeling for the overall space.

LIVING ROOM_CHELSEA_Loomah Bespoke Carpets & Rugs_Interior Design by Celine Interior Design (3)

Noor emphasises the importance of utilising texture when working with a neutral palette. “If you are using one colour palette in a space you are going to be much more aware of how to create additional interest,” says Noor. Tencel is available in both a smooth cut pile and loop pile finishes, and works particularly well when the two are combined. This variation in texture adds interest and depth to tone on tone designs such as Sif.  “The use of a single colourway is elevated by the contrast in texture between the smooth cut and loop pile finishes,” adds Abigail.

“We always try to combine layers of specialist materials and tactile textures to create the most beautiful bespoke designs,” says Noor. And the showstopping entrance hall to the apartment is no exception. The original archway has been fitted with bespoke joinery featuring fluting and tumbling leaves, all of which provides the perfect backdrop to a custom made table centred on another of Noor’s bespoke rug designs, Eclipse. “We are trying to stick to the spirit of the home with all of the arches throughout and we are trying to mirror that throughout our design, adds Noor.”

ENTRANCE HALL_Sloane Street_Interior Design by Celine Interior Design (2)

Eclipse features an art-deco inspired pattern framed by a simple border design. The neutral palette of soft golden tones echoes the natural organic elements and accents of brass that are prevalent throughout the space. Hand-tufted from Tencel in a smooth cut pile finish, the bespoke rug provides a warm and welcoming finish to this unique entrance hallway and sets the tone for the entire apartment.

“The details of the design that went into this small area, that would have otherwise just been a redundant walk through area, has become one of the most beautiful and unique spaces,” adds Noor.  “That’s what is so fantastic about design. I often feel we are like magicians walking in and transforming something you would have even looked at to something of great beauty.”

ENTRANCE HALL_CHELSEA_Loomah Bespoke Carpets & Rugs_Interior Design by Celine Interior Design

This has been one of my favourite designs to date,” says Noor. “This project symbolises a huge amount of progress in terms of how we were able to push the boundaries of our own design team and skills but also it gave us a lot of opportunity to learn.”


With over 30 years’ experience Loomah Bespoke Carpets & Rugs are at the forefront of the design and supply of traditional and contemporary luxury bespoke carpets and rugs. Whether for a residential interior, commercial project, or private yacht, Loomah can supply handmade fitted carpets and loose laid rugs in any size, any shape and any colour. All our carpets are custom made to exact room sizes and shapes, in one piece, avoiding unsightly joins. At our showroom, located in the heart of London’s Chelsea Design Quarter on the Kings Road, we have an eclectic portfolio of both modern and traditional designs available to view. Our dedicated in-house design team are on hand to develop your chosen design or work with you create something completely unique.


Noor Charchafchi, founder and CEO of Celine Interior Design has created an established brand that is strongly recognised for its empowering vision that sees design as an extraordinary service that massively impacts the quality of life and human experience.

Celine Interior Design has a well-earned international reputation for delivering the highest quality bespoke design services for residential projects in London and globally.  Noor provides an outstanding level of service personally and through her team and oversees each project with a high level of understanding of both client needs and aspirations.  Noor’s mission is to constantly ensure her team are on a path of growth and innovation, ensuring the creation of masterpieces whilst dramatically improving quality of living and life.

For more information on Loomah’s custom design service please contact us.