ANA CUNNINGHAM AND ALI MCMURTER ON GUIDING CREATIVE MATTERS TOWARD INNOVATION, GLOBAL GROWTH AND DESIGN EXCELLENCE
Creative Matters’ Ana Cunningham and Ali McMurter, co-owners and managing partners, mark the end of their first year at the helm together. As we welcome 2025, we’re looking back at major milestones and looking forward to what will come this year under their ownership and leadership.
REFLECTING ON 2024: MILESTONES AND COLLABORATIONS
Clémence Hardelay, Director of Design Europe & Laurie François, Senior Textile Designer at our Brussels office
A major milestone for Creative Matters, we were thrilled to officially open our new branch office in Brussels in September 2024. CMI Europe is being led by Director Clémence Hardelay, with Senior Textile Designer Laurie François at her side. They are helping to expand our presence in key European cities, including London, Paris and Brussels and working on an exciting lineup of new collaborations and projects. We also made our grand debut at Fuorisalone’s Milan Design Week, where we proudly showcased Redoux Passager at MENU 1.
Redoux Passager Exhibit at Fuorisalone’s Milan Design Week
2024 has been a year filled with creative partnerships and innovative design initiatives at home as well. One of the standout projects was our collaboration with GACHOT Studio and ELLE DECOR in crafting a stunning carpet for the Keebler J. Straz Lounge at the Metropolitan Opera. We also had the opportunity to partner with HOK on the custom corporate design for Cooperators HQ. We were proud to share the work we did with Studio Sofield to bring the Beckford House to life with eight custom carpet designs. Another highlight was sharing the story of our carpets aboard the award-winning Entourage Yacht with BURDIFILEK. Our EcoAx carpet installation at the 1927 Bar at Rosewood Hotel Georgia also stood out, adding a touch of sustainable luxury to the space, reflecting our commitment to both innovation and environmental stewardship.
Water treatment plant at our partner mill in Thailand
Our visits to our partner mills in India, Nepal and Thailand were highlights for several of our team members. These visits help to deepen our understanding of production methods and capabilities.
COMING UP IN 2025: TEXTURE PLAY AND GLOBAL CONNECTIONS
Yarn making at our Thailand mill. Photo: Narendra Shrestha
We have a lot to look forward to this year, with exciting collections and innovative projects lined up. One of the projects is our upcoming signature collection with NIVEK REMAS, the Toronto-based interior design firm known for its exceptional approach to high-design spaces. This collaboration will blend our expertise in custom craftsmanship with NIVEK REMAS’ distinct vision.
Ali shares, “Our new designs in 2025 will focus heavily on texture-play, exploring new tactile experiences and moving beyond our traditional 4mm cut pile. It’s a contrast to our painterly designs, offering a new perspective on surface texture and design possibilities.” We’re also expanding our Storytelling Collection for both floor and wall coverings. Our team visited artist Christi Belcourt’s Print Shop & Showroom and Dorset Fine Arts last year, providing us with inspiration and new artwork to help shape this growing collection.
We look forward to participating in several outreach events this year, including Hostys Connect, Les Rendez-vous de la Matière+ fair(e), COVER Connect and more, to showcase our collections and projects to a global audience. We will be introducing our latest work and connecting with industry peers, leaders and design enthusiasts. At the invitation of Yabu Pushelberg, we will also be attending and sponsoring David's Disco, an event hosted by Casey House in Toronto at the end of March 2025, in support of individuals living with and at risk of HIV.
EXPLORING NEW MATERIALS AND DESIGNS
A close-up look at an EcoAx sample
As we continue to grow, we’re also focusing on product development. We’re working closely with our manufacturers to offer even more luxurious textures and enhancing our design tools, including a deeper exploration of woven design techniques. Our technical processes are also being adjusted to ensure we can deliver a more refined product in excellent time. Ana shares, "We’re so excited about the higher level of service and design that our clients will experience as a result of these initiatives."
Material exploration is another key focus for us this year, particularly with natural fibres. Ali explains, "We’re studying Himalayan nettle, hemp, cactus and pashmina, looking at how these materials can inspire new textures and design concepts. We’re also working with shaggy textures from Nepal to bring a fresh, tactile element to our work.
Sustainability remains a top priority for us. With our EcoAx initiative, we’re designing products that meet our organization’s objectives. Ana further explains, “With our EcoAx offerings, we’re ensuring that our clients can purchase products that reflect their design vision and our shared commitment to sustainability.”
2025 is shaping up to be a year of growth, innovation and fresh designs here at Creative Matters. We look forward to sharing our upcoming collections and collaborations.