Creative Matters brings the art of weaving into focus at London Design Week

London Design Week attendees experience the art of weaving at Stark Carpet London.

Showrooms have traditionally displayed only finished pieces, with little attention given to the processes or materials behind them. At London Design Week, Creative Matters challenged this approach by hosting a weaving workshop for interior designers within the STARK London showroom. The focus moved from the finished rug to the process of making, transforming the showroom into a space where visitors engaged more deeply with the art of weaving.

“There is a natural tendency in our industry to present only the finished piece,” said Ana Cunningham, managing partner at Creative Matters.

“But the true value, and the underlying story, lives in the process. By bringing the loom into the showroom, we’re inviting designers to engage with that reality in a direct and meaningful way.”

Inside the Stark Showroom at London Design Week

A slower way of seeing

Live weaving altered how visitors experienced the showroom. Designers spent more time, asked technical questions, and recognized fibres as integral to the rug’s structure rather than just its surface.

The workshop allowed participants to weave and experiment with colour firsthand. While it is one thing to know that a handknotted rug can contain over 100 knots per square inch, experiencing the process highlights the complexity involved. This hands-on approach helps designers better appreciate the strength, durability, and luxury of natural materials, even when their texture is more robust.

“When someone experiences even a small part of the making process, it changes how they value and understand the end product,” Ana said. “It creates a deeper respect for the material, the technique, and the people behind it.”

Creative Matters’ weaving workshop offered interior designers a closer look at the art of weaving.

The Role of Procurement

The question of procurement was also addressed more directly during London Design Week, where Ana joined a panel discussion examining how sourcing is evolving in the design industry. Moderated by Elspeth Pridham of The Insider, the discussion included panellists Lyne Arbid, Director of Interiors at Studio Indigo and Elliott Jarvis-Green, founder of Molocule Designs.

The Art of Procurement - Panel Talk at London Design Week 2026⁠ hosted by Stark Carpet

The discussion reframed procurement as a creative process rather than a logistical step. This shift is evident in customization and in a deeper understanding of how Tibetan wool and Chinese silk are used in Creative Matters’ mill-standard collections.

“While the silk’s sheen and wool’s durability are familiar to many, we’re taking fibre sourcing and material education further with the launch of new natural-fibre designs in 2026. For example, Lucent Natural — crafted from undyed cactus, undyed pashmina, and undyed natural wool — offers a unique opportunity to explore sourcing and the story behind these exceptional materials,” said Ana. 

LUCENT NATURAL

Lucent Natural, from the Loominary Collection, is crafted from undyed cactus, undyed pashmina, and undyed natural wool. Exclusively distributed by Stark Carpets in the USA.

In retail settings, selection is often seen as intuitive or aesthetic, but purchasing is also an act of procurement. By bringing the loom into the showroom, Creative Matters provides insight into the making process, helping designers understand not only what they select, but also how and why it was created.

“Procurement is often treated as a final step, something that happens after the design is resolved. But in reality, it has the potential to shape the outcome in much more meaningful ways,” said Ana. “The moment you understand how something is made, you start to design differently. You’re no longer choosing from a finished object — you’re influencing what that object can become.”

The Creative Matters team presented Art Day carpet collections and the custom design process with the Stark Carpet London team.

A rug occupies a unique position between object and architecture. In custom design, it anchors interiors and interacts with light, texture, and scale, serving as an extension of the space. Procurement, therefore, becomes a form of authorship, with sourcing decisions integral to the overall design.

Discover Creative Matters' latest collections here.