In design, as in nature, true harmony is achieved when individual elements coalesce to form something far greater than the sum of their parts. Beni Rugs, a Morocco-based brand renowned for its responsible craftsmanship, and FRAMA, a Copenhagen-based design brand celebrated for its minimalist approach, are set to introduce Terrain, a limited collection of flat-woven, undyed rugs. Both entities, revered for their unwavering dedication to natural materials and superlative artistry, have crafted a collection that stands as a testament to their shared ethos.
Niels Strøyer Christophersen, founder of FRAMA, elaborates, “Finding common ground between Beni and FRAMA’s universes has been a natural process. We both share a deep mutual respect for materiality and the making of meaningful things. You can clearly see in Beni’s work that it’s rooted in the craft and history of their surroundings – and, in the case of this collection, in the natural world.”
The Terrain collection focuses on the raw beauty of nature, with each rug made from the wool of sheep from the High Atlas Mountains. Instead of relying on dyes, the rugs showcase the natural shades of wool – light, medium, and dark tones – that reflect the unprocessed wool’s inherent color variations. The three available colors, named Soil, Sand, and Salt, evoke the landscape’s organic palette.
“There’s a quiet kind of grace that wool has in this unaltered state. To slow down long enough to acknowledge the pre-existing beauty in every loop of wool is a way to attune your senses to the pace of nature,” says Beni co-founder Tiberio Lobo-Navia.
The series is an ode to simplicity and authenticity at its core. By highlighting the intricate interplay of warp and weft, Terrain achieves a minimalist aesthetic that is simultaneously rich and complex, celebrating the time-honored traditions of Moroccan craftsmanship. Terrain will debut in Paris at Maison Rocher during Paris Design Week and Maison & Objet in September.
To learn more about the Beni x FRAMA Terrain rug collection, visit framacph.com.
Photography courtesy of Beni Rugs and FRAMA.
