Drawing on childhood memories, designer Henry Holland has reimagined the traditional gingham aesthetic in a new rug collection for Floor Story
Henry Holland’s new rug collection for Floor Story references traditional gingham patterns. Photography by Gareth Hacker
Words by Roddy Clarke
In a new collection titled ‘L’art de la Sol’, which directly translates to ‘art for the floor’, designer Henry Holland has partnered for a second time with East London rug dealer Floor Story to launch a collection of vibrant rugs that reference traditional gingham patterns. Drawing on memories from his teenage years, where he spent time with his mother in France, the British designer has revived the pattern in large-scale form, perfect for a contemporary setting. ‘My mother collected and used 1950’s French Gingham tableware and this collection is a love letter to long summers spent in the French countryside, with a large dollop of English eccentricity,’ Holland says.
Consisting of three designs, Plat, Rondelle and Longue, the unique forms of the rugs also reference the shape of vintage French stainless-steel platters and trays – another feature from Holland’s memories within his mother’s home. The circular, oval and rectangular forms were conceived through carving techniques that were utilised to create ornate outlines referencing the fluted silhouettes of the tableware. ‘We try and push the boundaries with our collections,’ states Simon Goff, founder of the London studio, ‘and we felt the gingham look and unusual patterns would resonate with our customers who tend to be quite bold in what they love.’
The collection features three different designs, each available in three colourways: blue, green and brown. Photography by Gareth Hacker
Hand-knotted and tufted in India and Nepal using ethical Label STEP procedures, the carpet’s joyful aesthetic is also complemented with a luxurious woollen pile enhancing the level of comfort. “It’s exciting to work with Henry again as he’s such a maverick when it comes to creativity and we are very connected by our shared love of colour and pattern,’ Goff continues. ‘We also decided on the name for the collection as we have found a lot of our rugs to do end up as statement pieces – or even as art for the wall!’
The scalloped edge detailing also references the fluted edges of traditional French silverware. Photography by Gareth Hacker
The collection follows the recent launch of the Holland’s Gingham ceramics collection, the designer’s introduction to this new body of work. Featuring a variety of tableware items from bowls to platters and teacups, each piece is hand-built using the designer’s signature Nerikomi techniques which have garnered attention since launching his ceramics studio in 2021. ‘I love that we are taking tableware shapes and reworking them into rugs and runners,’ he says. ‘This collection creates a whole new feel for the aesthetic.’ Tying the ceramics and carpets together, the colours selected complement each other, with each rug available in three hues: blue, green and brown.
The rug collection follows the recent launch of Holland’s gingham ceramics collection, produced by hand from his London studio. Photography by Milo Hutchings
‘It is a privilege to create pieces that people will live with,’ Holland reflects, ‘and I am excited to see them take shape in living rooms, kitchens or even as a stairway runner. I’m really happy with the results.’ With the designer celebrating the beauty found in kitsch aesthetics, it also amplifies the wider desire for nostalgia within design. As designers continue to reference childhood memories, retro charm and historic eras, does this allude towards a further sense of escapism needed within an uncertain world? We can certainly agree that, in bringing these pops of colour and pattern into the home, it does inject tones of joy and playfulness – a timeless necessity we all need more of.
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