Atlanta, GA, January 22, 2007--The Martha Stewart Rugs collection, an exclusive new line designed by Martha Stewart Living Omnimedia (MSLO) for area rug manufacturer Safavieh, was presented for the first time at the Atlanta International Area Rug Market in January 2007.
The highly anticipated line was previewed to select retailers on January 19 at a ribbon-cutting ceremony at Safavieh’s showroom, where Martha Stewart presented the new area rug collection and talked about the designs and the inspiration for the line. Throughout the market, the line was previewed by appointment in a separate Martha Stewart Rugs showroom within Safavieh’s permanent 10,000 square foot AmericasMart space (4C-1).
The collaboration between MSLO and Safavieh has resulted in a collection of unique artistry with Martha Stewart’s concepts brought to life in some of the finest weaving centers of the world. “The special attributes of each locale--its natural fibers, dyes and weaving techniques--were specifically considered, and weavers chosen to maximize the inherent beauty of each of Martha’s designs,” said Arash Yaraghi, principal of Safavieh.
“The rug qualities as well as the categories of design created for this collection are unique to Martha Stewart,” Yaraghi continued. “Her design team has pushed the envelope in styling for every category: each rug offers elements that are totally new, whether it utilizes traditional Tibetan or Persian hand weaving, Wilton weaves or artisan-quality needlepoint techniques.”
Indeed, with Martha Stewart’s guidance, the MSLO design team specified the exact qualities they were looking for--the luster, color, hand, and technique that would meet Martha’s criteria for area rugs in her personal collection. Her belief that a well-made rug creates an instant impression, defining and adorning the space around it, is the central theme behind the ground-breaking new collection.
Distinctive in fabrication as it is in design, the collection includes over 25 patterns in a range of colorways. Weaves are uncommonly rich in texture, and include an unusual range of cut and uncut pile patterns, some accented with highlights of silk or linen.
Looped pile rugs with innovative plays on traditional hooked weaves are updated for today’s causal interiors. The collection’s color palette is also distinctively Martha’s, simplifying decorating decisions because colors coordinate with her paint and fabrics.
Martha Stewart, MSLO’s founder, stated: “I am very proud of our extraordinary new area rug collection. Drawn from our rich archive of ideas and patterns, these rug designs are beautiful, exquisitely crafted, and reasonably priced. Whether your taste is classic or contemporary, you will be able to find a distinctive rug that will complement your rooms and furnishings, imbuing your home with warmth, elegance and singular style.”
For the new rug line, Martha Stewart has drawn inspiration from her personal homes and favorite rug and textile designs. The broad assortment of creative designs–-including updated classics, abstracted naturals and lively geometrics–-will appeal to lifestyles and design sensibilities from casual to formal, from contemporary to traditional. Each design falls within one of four distinct categories: Transformations, Cultivations, Interpretations, and Explorations.
Transformations rugs are designed to embody timeless elegance with a twist. Patterns in this category begin with historic motifs culled from antique wallpapers, textiles and ceramic tiles, and transform them into stylish, refined accents for formal and informal spaces.
Inspired by the natural world, rugs in the Cultivations collection translate organic motifs into chic decorating statements. Stylized leaves, skins and wood grains are rendered in luxurious textures and soft tone-on-tone colors by Tibetan weavers using ages-old techniques and indigenous wool.
