The Elementum Collection
The Elementum Collection is bourne out of the design synergies and creative visions of the House of Rugs and The Design House Company. The two brands co-created and designed this new collection of rugs. The collection exudes tranquil Mediterranean vibes with minimalistic strokes of subtle sandy tones and asymmetrical shapes lending an earthy tone to it.
The Design Philosophy behind the Elementum Collection
The House of Rugs founder Aishwarya Gupta and The Design House Company Principal Interior Designer Mansi Pandey observed a shift in the design sensibilities of consumers. They realised that consumers were more drawn towards contemporary minimalistic designs. They also realised that there is a growing demand for responsibly produced eco-friendly rugs. With these observations in the backdrop, Elementum, an eco-minded line of rugs that mirrored the Mediterranean landscape, was born. Elementum is Greek for one of the four fundamental elements that rule the world.
Handmade, Sustainable Rugs
The Elementum collection rugs are handmade by skilled artisans who use natural fibres with traditional and modern techniques. The designs resonate with the modern lifestyle. The collection’s light, warm tones, neutral colour palette, eco-friendly materials and functionality of inner spaces conjures the calm of a lazy Mediterranean evening. The cushioning of the rugs absorbs sounds and shields from any falls creating a calm environment. With improvement in the functionality of inner spaces, you can spend more relaxed time with the family, freeing the mind.
“The designs of the Elementum Collection resonate with modern living. Its monochrome palette, geometric shapes and play with line and textures speak of comfort, ease and practically ideal for a contemporary pace of life,” says Aishwarya Gupta, Founder of House of Rugs.
“The collection aims to display contemporary sophistication and timeless elegance that can connect one to an international lifestyle with its monochrome palette and the minimal Mediterranean yet natural and rustic feels”, says The Design House Principal Interior Designer Mansi Pandey.
Part of the sales proceeds of Elementum Collection will go towards a school for underprivileged children in Bhadohi, UP which has been the traditional base for Ms Aishwarya’s family business.
About House of Rugs
Aishwarya Gupta is the third-generation entrepreneur of a 40-year-old rugs export house based in Bhadohi, UP. Launched during the 2021 lockdown, the House of Rugs caters to the changing, sophisticated needs of buyers in India and abroad. The brand makes a conscious effort to select natural sustainable materials. These include either locally-sourced, natural or upcycled – wool, ethically sourced New Zealand wool, jasmine silk, bamboo silk, banana silk, jute and PET yarn derived from recycled plastic and are 100% biodegradable at the end of their life.
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