When one thinks about a piece of fine art one doesn’t automatically think about plopping it down on the floor and walking all over it.
Off the wall
Limited-edition rug collection is art for your floor.
But that’s exactly what New Zealand artist Flox, founder of Haus of Flox, is hoping you’ll do with her latest collection.
“I created my first series of rugs in 2019, in collaboration with Godfrey Hirst,” says Hayley. “We were tasked with creating a series of runners for the ASB Classic in Auckland; for the players to walk on.
“It was a really amazing project to be involved in. I had never even contemplated what a great medium it was to work in. After that experience, I came up with a concept for my own rug collection, incorporating the colourways and designs that made up the artworks from that year—remixes of the existing designs of birds and botanicals, if you will.”
That first collection was released in 2020 and very quickly sold out. Hayley says she’s currently working on the designs for the 2022 collection and that the 2021 collection is available now.
The Rug Collection: taking craftsmanship to a new level
Each collection comprises two designs with only 10 rugs of each design.
“Keeping the collection as a limited edition is very important to me. I like to create pieces that are not available for that long; it makes them all the more special. I view these pieces as a feature artwork for your floor and each rug is hand signed and numbered on the back.”
Circular in the shape, the 1.5-metre rugs, are digitally printed with the designs.
“I hand cut and paint the individual pieces and then take hi-res photographs of each element, which I then scan and upload into photoshop where I play around with the placement until I make a composition I’m happy with. The resulting image is then printed onto the ‘blank’ rug.
“Like all my pieces, nature infuses the designs of these collections; my work is all about conservation and bringing awareness of conservation to the ‘mainstream’. For now, I will be keeping the collections to two designs, although I may look at changing up the dimension or shape. I may also look at producing custom rugs but it’s a very involved process and takes a lot of commitment.
“I find that many of my clients are first-time art buyers. My goal is to create art for the people—artworks that resonate with people like you and me. With these collections, it’s about creating a statement piece, one that will take centre stage, much like a traditional hung piece would do. I believe they’re ideal for people who like to otherwise keep their interior design very simple or minimalist and who look to add a functional, tactile element to offset the rest of the interior design.”