Moroccan rug label Beni has revealed its latest offering, the Chroma 1 collection. Featuring eleven distinct styles, the new line explores bold colour combinations and minimal patterns. The campaign, shot at a modernist beach house on Fire Island, underscores the blend of tradition and modern design that defines the collection.
A Fusion of Modernism and Moroccan Tradition
The Chroma 1 campaign was photographed by Romain Laprade at a Pines Modern residence originally designed by Peter Asher in the late 1960s. Located on the shores of Fire Island, the home’s wooden materials and architectural clarity offer a striking backdrop for the vivid rug designs.
By placing contemporary forms in conversation with historical Moroccan techniques, Beni continues its vision of merging North African craftsmanship with global design sensibilities. The flat-weave construction remains faithful to its roots, while the bold visuals elevate the aesthetic into a modern conversation.
Colour as Rhythm and Spatial Identity
The Chroma 1 collection draws inspiration from Ellsworth Kelly’s Spectrum of Colors Arranged by Chance. As in Kelly’s work, the rugs rely on unexpected colour pairings to create dynamic visual tension. Stripes and geometric arrangements guide the eye, using colour not just as decoration but as spatial design.
“In tune with Ellsworth Kelly’s concept of spatial unity, the identity of this collection is championed by the power of its juxtaposition,” said Colin King, Artistic Director at Beni. “Exploring how each color interacts with the other is what makes each design so rhythmic in nature,” he added.
The palette mixes earthy shades with saturated bursts of red, orange, and yellow. Each composition becomes a study in interaction, light, and material sensibility — offering far more than surface beauty.
Summer-Ready Design Rooted in Craft
While the visual language hints at mid-century inspiration, the Chroma 1 line is deeply grounded in ancient techniques. Rugs like the “Zahara” flat-weave are built using small knots that allow for breathability and a lightweight feel. Originally developed in Saharan regions, the technique makes the rugs particularly well suited for summer interiors.
With this latest collection, Beni not only reaffirms its commitment to artisanal craft but also brings it into contemporary spaces with thoughtful, expressive design. The full range is now available to shop through Beni’s website.