Evolution of a Custom Moroccan Rug

While we offer several made-to-order collections, some of our favorite projects begin with a blank slate; partnering with interior designers, architects, and homeowners to create rugs entirely from scratch.

When Shapeless Studio approached us about designing a custom rug for a Brooklyn townhouse, we knew it would be a special collaboration.



Shapeless Studio is a Brooklyn-based architecture and interiors practice known for spaces that balance restraint with warmth. Their work is rooted in material richness, quiet geometry, and human scale, qualities that translate beautifully into handwoven textiles.

Together, we set out to design a rug that wasn’t just made for a room, but made to define it.

A Rug Designed to Anchor a Room

Like most projects, this one began with a few guiding needs: an oversized 12’ × 12’ footprint and a a subdued, earthy palette.

A desire for softness and movement without visual noise.

It was destined for a primary bedroom, so feel mattered as much as form. The rug needed to be plush underfoot, calming to the eye, and able to shape the space tonally and texturally.

After exploring several references — soft patterns with density shifts across the surface — nothing felt quite right. So the decision was made: start from scratch.

The Design Process

Shapeless Studio began with hand sketches, exploring rhythm, softness, and scale.


Inspired by the modular language of Josef Hoffmann and the textile experiments of Anni Albers, they developed a motif that was both graphic and irregular — deliberate yet open. Moroccan pattern traditions grounded the design in place.

One form kept resurfacing: the square. Timeless. Symmetrical. Infinitely adaptable.


The final composition became a checkerboard with changing density — tighter at opposite ends and looser in the middle. To soften the geometry, the rug was shaped as an octagon rather than a rectangle.

Color and Context

Next came decisions around fiber, color, and pile height.

Since this was a bedroom rug, comfort came first, they specified the highest pile height available.


Initial mockups played with black and white, but as the room evolved, with lime-washed walls in an ashy green-grey, the palette shifted toward softness.

The final pairing: Jade, a muted green and Oat, a gentle beige.


Calm. Tonal. Quietly grounded. A palette that complemented rather than competed.

Woven by Hand in the Middle Atlas

The rug was handwoven by five women led by Soukina, whose atelier was founded by her late mother in the early 2000s.

Known for their mastery of high-knot weaving and plush pile construction, their technique allowed the design to take on both structure and softness.

As part of our standard custom process, we share progress updates throughout — showing the pattern slowly emerging on the loom, the interplay of color, the rhythm of hands, and the quiet choreography of craft.

Shaping the Final Form

Once removed from the loom, the rug was brought to our finishing studio, where our expert team shaped it into its final octagonal form.

Because shaping requires precision, we intentionally wove the rug larger than needed, then refined it to its exact dimensions.

Why Custom Matters

This rug is more than a finishing layer, it’s a collaboration across continents. It carries a sense of place, a lineage of design, and a personal point of view.

Designing custom pieces with studios like Shapeless is one of the highlights of what we do. It’s where inspiration becomes tangible, where sketches become woven, where a room begins to feel like home.

If you are dreaming of a one-of-a-kind rug we’d be honored to help bring it to life.

Or if your need of partners to shape the full vision of a space Shapeless Studio are the perfect partners.

Watch this space for photos of the finished rug in its forever home.