ABC Carpet & Home have chosen to showcase its new collection of rugs in upstate New York's Howe caverns in a truly underground editorial. The campaign titled 'The Genesis of Design,' focuses around the concept of the 'alchemy rug,' which is made of entirely recycled materials. These rugs are hand-woven from the left-over silk and wool that has been salvaged from pre-existing rugs.
The photo shoot which takes place 500 meters underground sought to display the rugs as "newly discovered objects naturally integrated into their surroundings." These rugs feature unique colors and patterns, which due to their recycled nature cannot be re-produced, resembling the natural patterns that occur within the walls of the cave. Each photograph features a rug illuminated under the warm glow of a light, which compliments the naturally occurring colors from inside the cave.
Underground Rug Editorials
ABC Carpet & Home Used a Cave as a Backdrop for its Carpet Collection
Trend Themes
1. Recycled Rug Collections - The use of recycled materials in the creation of unique rugs offers a disruptive innovation opportunity for the home decor industry.
2. Underground Marketing Campaigns - The use of unusual and unexpected locations, in this case an underground cave, offers a disruptive innovation opportunity for the advertising and marketing industry.
3. Naturally-inspired Home Decor - Designing home decor products that resemble naturally occurring colors and patterns offers a disruptive innovation opportunity for the interior design industry.
Industry Implications
1. Home Decor - The use of recycled materials in the creation of unique rugs and naturally-inspired home decor offers a disruptive innovation opportunity for the home decor industry.
2. Advertising and Marketing - The use of unusual and unexpected locations, in this case an underground cave, in marketing campaigns offers a disruptive innovation opportunity for the advertising and marketing industry.
3. Interior Design - Designing home decor products that resemble naturally occurring colors and patterns offers a disruptive innovation opportunity for the interior design industry.