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Love Is The Rug
(Clockwise from left) Alexander McQueen Paris Showroom, custom project for David Collins Studio; Sam developing designs with Chris Sharp
at Holland Park in 2000; Zoom, one of Sam’s early designs
Pakistan, India and Nepal, where lodging in
weavers’ houses or bunking in backpacker
hostels was part of the adventure, and a liaison
with the Tibetan government in exile led to a
meeting with the Dalai Lama. The collaborations
have been a highlight too, as a roster of talented
artists and designers continue to stamp their
mark on the covetable rugs. “Paul Smith has
always been fantastic. He’ll say, ‘I’ve got some
more ideas’ and will turn up with 50 or 60 things
– he’s an incredible font of creativity,” says Sam.
“And Vivienne Westwood was amazing as well.
You see someone coming and you’d know they’re
a Westwood customer because they’re wearing
the clothes. People are absolutely passionate
about her, so then it’s not just a case of will this
rug work - it becomes an object that transcends
functional or decorative purpose. McQueen is
like that too.”
Sam’s own designs have also been part of the
ever-changing collection, and as the expert in
the production of entirely bespoke rugs, he’s
had some unusual requests. “People sometimes
“It’s never as simple as here’s
your rug – goodbye! These rugs
last forever, and a lot of people
come back who’ve had them
for 10 or 15 years.”
ask for rude things, which is funny, and we once
had a customer who had a competition among
their kids to create a design. They ended up with
a rug with a teddy called Woo Woo on it, but
actually, it was quite magnificent.”
His favourite projects, however, are where
he’s given completely free rein. “Occasionally
someone will say - just design me something.
When I was younger it was more difficult for
people to have faith in my ideas whereas now,
they take me more seriously,” he laughs. “But
when the rug is made and it’s a huge triumph,
I still get a kick out of that. The fact that the
customer is genuinely happy - that feeling is
just brilliant.”
