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.