DESIGN EXPERTISE MEETS COLOUR MASTERY: A VISUAL COLLABORATION WITH ANNA MULLER
To create is to balance precision with freedom and discipline with instinct. In our collaboration with Paris-based photographer Anna Muller, these dualities are presented as a dialogue between one another, where design expertise meets colour mastery.
The campaign explores the intersection of technical skill and creative freedom. The result is a collection of images that showcase glimpses into our process, where colour becomes both a discipline and a joy.
“When we met Anna, it was clear that she instinctively understood our rugs not only as finished works, but as a process deconstructed and rich in instinctive creativity and technical mastery. Her connection to our work and her considered approach to visual storytelling made her an ideal partner for this campaign, ” shared Ana Cunningham, Managing Partner, Creative Matters.
Photography: Anna Muller
THE MEETING OF TWO WORLDS
What began at Paris Design Week in 2022, when Anna Muller encountered our Winter Garden installation, led to a visual exploration that reveals the artistry at the heart of Creative Matters’ process.
“Right from the beginning, it was clear that Creative Matters’ rugs are much more than design pieces. They are true works of art infused with the energy of the artisans who craft them,” Anna recalls.
Anna photographed our Winter Garden installation, capturing it at night in a way that revealed its quiet poetry. Her images offered a new perspective on our work, one that stood out amongst others.
Winter Garden installation - a collaboration between Creative Matters and LOMA
Photography: Anna Muller
The relationship developed naturally from there, evolving into a shared vision that led to our campaign. Shaped by trust, creative dialogue and a shared belief that rugs are more than design pieces, they are living works of art.
“When I received the samples, it was breathtaking,” Anna says. “Colour has a powerful effect on me, and the gradients and shades of these rugs stirred deep emotions. The rugs are stunning. They seem to glow from within, inviting endless combinations and playful new scenes each time.”
Photography: Anna Muller
This collaboration showcases Creative Matters’ rugs not as static objects but living art. Partnering with artists like Anna, visual storytelling can be as intentional and as poetic as the rugs themselves.
“Imagery is one of our strongest storytelling tools. It gives people a sense of a rug’s texture, materiality and artistry long before they experience it in person,” Ana further explains.
Find one of the campaign’s custom carpets gracing the front page of COVER Magazine’s 20th anniversary issue (September 2025) here.