Creative Matters expands Loominary with a study in colour and illusion
Creative Matters returned to COVER Connect New York (September 26–28) with an extension of Loominary, a hand-knotted rug collection designed in Toronto and handcrafted in Nepal. Seven new designs and colourways expand the collection into a world of amethyst, sepia, dune, natural and amber, where subtle shifts in colour, texture and pile create surfaces that seem to change before the eye.
Loominary has always found wonder in what might otherwise go unnoticed. A change in tone. The irregularity of a natural fibre. The way light catches the pile and suddenly reveals something that was not there a moment before. The new pieces take this idea further.
Gradients appear and disappear. Colours drift into one another. Pattern softens with distance and reveals new detail up close. What initially feels restrained becomes increasingly complex the longer you look.
“We’ve always believed there can be extraordinary depth in subtlety,” said Ali McMurter, Managing Partner, Creative Matters. “With this extension of Loominary, we became fascinated by the idea of illusion and how a rug can transform as you experience it. Colour, texture and pattern are never quite still. Nature is present, but never literally. Instead, Loominary borrows its rhythms, delivering gradual changes in colour, imperfect repetitions, shifting light and surfaces that create a sense of wonder.”
Led by Sandra Ciganic-McKinney and Ali McMurter, the extension introduces Lucent Amethyst, Kiaro Sepia, Ebb Dune, Sorial Sepia, Stria Natural, Vestige Lunara and Obscura Amber. Together, the additions make Loominary Creative Matters’ largest hand-knotted collection to date, while remaining connected by the visual language of its original designs.
This year, Creative Matters brought more than new work to New York. It brought an invitation: Come With a Question.
Throughout COVER Connect, Creative Matters hosted Office Hours, inviting retailers to spend 20 minutes with the team exploring Loominary, customization, materials and what could come next. It was also an opportunity to talk openly about what retailers are seeing in their own markets, and where there may be room to create something new together.
The expanded Loominary Collection is available through select partner retailers across North America, with made-to-order rugs available directly through Creative Matters.
Curious about Loominary’s first release? Read more about it here
