WOVEN: BRAND BOOK
Woven’s new name, identity, and rug design studio were launched with a 224-page brand book that not only introduced the six new collections of handwoven rugs they had designed and fabricated, but also repositioned the ancient, yet somewhat dusty art of handwoven rugs, to an updated 21st century statement for the modern nomad, no longer tethered to one place. After all, the rug was one of the first mobile technologies and empowered us to be in multiple places of experience. In the home of the modern nomad the static status of the rug returns to the multifunctional heritage of the wanderer, flexible and dynamic, ready to adapt to any circumstance.
In the book we write:
In the nomad’s desert,
the rug is a thin membrane
that grounds the sky to the earth.
As the first thing to be placed
on the surface of the earth,
the rug is the interstitial object
between free-form space and marked place
where the unknown gives way to the familiar.
As proof of concept I convinced the client to send me, a producer and model to Iceland in the middle of winter, when they have only have 3 hours of daylight. We created a sense of place in the most desolate of spaces.
We did three more photo and film shoots. We drove a truck with over 50 antique rugs to the Coso Volcanic Fields in the Mojave Desert, at 40,000 years the youngest geological area of California. To capture the antique rugs as emerging geological elements.
We took over 30 vintage rugs to Yucca Valley to shoot and film in these basic structures designed by Japanese architect Arata Isozaki (the 2019 Pritzker Prize winner), to signify when mankind began to craft with these elements.
In Malibu, on the top of a mountain overlooking the bay, we shot a series of contemporary rugs in an unfinished building by Eric Lloyd Wright, the grandson of Frank. Here we more concentrated on how our human body relates to the woven elements, hiring among others two Hollywood stuntmen to activate the rugs.
In Woven’s brand book we write:
“by nature of activating the rug through interactions with it — sitting on it, sleeping wrapped in it, resting on its folds — the rug becomes the place that in turn connects the body to earth. versatile and resilient, it shrinks the world to size: where the boundless desert becomes a secure site, unfolding a sense of belonging, wherever you may be.”
In the book we write:
In the nomad’s desert,
the rug is a thin membrane
that grounds the sky to the earth.
As the first thing to be placed
on the surface of the earth,
the rug is the interstitial object
between free-form space and marked place
where the unknown gives way to the familiar.
As proof of concept I convinced the client to send me, a producer and model to Iceland in the middle of winter, when they have only have 3 hours of daylight. We created a sense of place in the most desolate of spaces.
We did three more photo and film shoots. We drove a truck with over 50 antique rugs to the Coso Volcanic Fields in the Mojave Desert, at 40,000 years the youngest geological area of California. To capture the antique rugs as emerging geological elements.
We took over 30 vintage rugs to Yucca Valley to shoot and film in these basic structures designed by Japanese architect Arata Isozaki (the 2019 Pritzker Prize winner), to signify when mankind began to craft with these elements.
In Malibu, on the top of a mountain overlooking the bay, we shot a series of contemporary rugs in an unfinished building by Eric Lloyd Wright, the grandson of Frank. Here we more concentrated on how our human body relates to the woven elements, hiring among others two Hollywood stuntmen to activate the rugs.
In Woven’s brand book we write:
“by nature of activating the rug through interactions with it — sitting on it, sleeping wrapped in it, resting on its folds — the rug becomes the place that in turn connects the body to earth. versatile and resilient, it shrinks the world to size: where the boundless desert becomes a secure site, unfolding a sense of belonging, wherever you may be.”
