Beni Rugs has launched its Chelsea collection, which incorporates a rare Moroccan weaving method once reserved for nobility.. The new line was inspired by designer Colin King’s apartment and features highly labor-intensive, handwoven pieces.
One million knots and six months of labor
The Chelsea collection represents a significant shift toward "slow luxury" for Beni Rugs. according to the report, a single 8-by-10-foot rug produced via this method requires more than one million handwoven knots and half a year of continuous work. This is significantly more demanding than the company's more common rug offerings.
The technique was discovered by Beni Rugs' operations director, Afaf Chouhaid, who stumbled upon a small atelier in Rabat. This almost extinct method, which was historically preserved for palace use, is now being integrated into the brand's modern aesthetic. Robert Wright, one of the founders, noted that the company is prioritizing this intense level of craftsmanship over other business categories, even experimenting with dense colors like black for the first time.
From Colin King’s Chelsea apartment to Franca Sozzani’s riad
The aesthetic direction of the collection comes from Beni’s artistic director at large, Colin King. King drew inspiration from various textures and shapes, including the geometry of mosaics, ceremonial tray medallions, and the organic movement of leaves. The collection is named after King's own Chelsea apartment, bridging Moroccan craft with contemporary design.
To capture the essence of the collection, the brand held a photoshoot at "Casa Franca," the former private riad of the late editor Franca Sozzani. This setting provides a historical and cultural backdrop that aligns with the collection's deep Moroccan heritage.
Childcare and healthcare for Beni Rugs artisans
Beyond the physical product, Beni Rugs aims to differentiate itself through its social impact on the supply chain. The company focuses on placing women at the forefront of its production process rather than at the end of it. As reported by the source, the company provides essential support services to its female artisans, including childcare, meals, transportation, and healthcare.
This model is intended to turn weaving into a viable, long-term career rather than just a temporary job. for founders Robert Wright and Tiberio Lobo-Navia, providing these necessities is what defines "true luxury" in the modern market.
Will the rare Rabat technique survive mass-market imitation?
While the revival of this almost extinct technique is a significant cultural win, several questions remain regarding its long-term viability. It is currently unclear how many artisans in the Rabat region possess the specific skills required to maintain this level of density and complexity , or if the technique can be taught to a new generation. Furthermore, the report does not specify if Beni Rugs intends to expand this specific method to other collections or if it will remain a strictly limited , high-end offering.
Prices from $2,400 to $28,800
The Chelsea collection is available through Beni Rugs' website and at their physical showrooms in Marrakech and New York City's TriBeCa neighborhood. The price points reflect the immense labor involved in the production process.
Customers can purchase smaller 3-by-5-foot rugs starting at $2,400. For those seeking larger statement pieces, the 12-by-15-foot rugs are priced at $28,800.
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