London-based rug design studio, Northwest 35 will shortly unveil a brand-new series of rugs inspired by the effect light has on interior space, through reflection, diffusion, shade and shadow. Developed with contemporary and pared back environments in mind, as part of the studio’s Abstractia collection, they depict how subtle shifts in tone, rhythm and texture can affect atmosphere, movement and mood within a shared space.
As hospitality interiors continue to evolve, these factors have come to the forefront. Design is, increasingly, expected to do more than deliver visual impact— modern spaces are supporting multiple modes of use throughout the day, and many are required to withstand long-term wear while still representing luxury and comfort. The Abstractia collection has, like all its Northwest 35 predecessors, been created to meet this challenge.
Pictured above is a sneak preview of one of the pieces in the collection, Fluted Light. The design represents the distortion of light as it travels through fluted glass. The effect is translated into a layered, linear pattern that creates depth and movement, shifting subtly with the changing light and resulting perspective.
Through rhythm and repetition, the pattern flows, and tonal variation and surface texture provide depth and movement. Anchoring seating areas and transforming the aesthetic, it enriches a space without dominating it. Fluted Light is well suited to minimalist settings, where atmosphere and flexibility are key.
The Abstractia collection follows Northwest 35’s bolder bodies of work that have previously defined the brand somewhat. It expands the studio’s design repertoire through a more restrained and architectural expression. While previous collections have featured richer pattern, cultural references and ornamental detail, this series focuses on abstraction and clarity. It showcases versatility by the studio, and ability to draw inspiration from a diversity of design languages.
Northwest 35 is, first and foremost, a design studio, with founder, Richa Walia at the helm. A background in architecture and real estate research equipped Walia with a deep understanding of how people move through, gather within and experience interior environments, and these insights influence the studio’s creations. Each rug is conceived with careful consideration of context, scale and purpose, and the piece plays a pivotal part in the composition of a space, as opposed to it being a decorative afterthought.
All Northwest 35 rugs are produced on a strictly made-to-order basis, and designs can be adapted to suit a project’s requirements, with flexibility across colour, shape, size, material and technique (hand-knotted or hand-tufted). Whether developed from the studio’s customisable curated collection, or in response to a bespoke brief, each piece is tailored to its setting, ensuring that it supports both the functional demands, as well as the desired aesthetic of the space.
Northwest 35’s very measured approach allows the studio to design freely, while producing with discipline, to avoid unnecessary manufacture and to ensure each rug has a clear purpose and placement. Choice of fibres, construction and density are established at the outset, with durability and longevity also impacting design decisions.
With this upcoming launch, Northwest 35 reinforces their position as a versatile design partner for both home and hospitality interiors, one who understands of how flooring can affect experience, preserve identity and stand the test of time.
Influenced by stories and symbolism, the studio offers a thoughtful approach to rug design that meets the evolving needs of contemporary spaces.
For updates relating to the imminent unveiling of the Abstractia collection, and other news, please join our mailing list at Northwest35.co.uk
