[London, 10/04/2026] The Abstractia collection was created in response to demand for designs suited to pared back interiors and contemporary hospitality environments. They demonstrate how subtle shifts in tone, rhythm and texture can affect atmosphere, movement and mood, and each beautifully grounds a scheme without dominating it.
With minimalism in mind, this collection of rugs represents luxury, comfort, and longevity, with the durability to hold their own in high traffic areas. Abstractia designs have all been created to subtly anchor a space, while also influencing its flow and direction; all are produced on a strictly made-to-order basis, and designs can be adapted to suit a project’s requirements.
Abstractia’s first four designs are a study of the effect light has on interior space, through reflection, diffusion, shade and shadow, each observed under different conditions. By the artful use of varying pile heights and select tones, each presents a reproduction of a beautiful effect or phenomenon that is created by changing light.
Fluted Light (pictured above) represents the distortion of light as it travels through fluted glass. The effect is translated into a layered, linear pattern that creates depth and movement, shifting subtly with the changing light and resulting perspective.
Zephyr also makes use of varying pile heights, and the distinction between its New Zealand wool base, absorbing light, and fine Chinese silk, catching the light, for a unique and almost mesmerising effect.
The dynamic shadows of Umbrae are a depiction of intersecting forms, a textile reproduction of an experiment conducted by the studio that evokes a sense of stillness and suspension. Similarly, the floating shapes of Spindrift appear suspended-sparingly and rather randomly, they could be mineral fragments in stone, or sea spray on the water’s surface, an effect achieved through an innovative blend of materials.
These four designs are all available either hand-knotted, or hand-tufted, by Northwest 35’s team of talented artisans, adhering to the company’s strong values around fair trade, wellbeing of weavers and sustainable production.
The Abstractia collection expands Northwest 35’s design repertoire through a more restrained and architectural expression. While previous collections have featured richer pattern, cultural references and ornamental detail, this series focuses on abstraction and clarity. It showcases versatility by the studio, and ability to draw inspiration from a diversity of design languages. For founder and creative lead, Richa Walia, it also represents something of a convergence of her former occupation in the field of architecture and a background as an exhibiting abstract artist.
“We’re pleased to launch Abstractia as a natural progression for the studio. As our client base expands, we’re working across a broader spectrum of interiors—from bold, expressive schemes to those that are more pared back and architectural. This collection reflects the depth of our design capability and our ability to support both with clarity and craft.”
~ Richa Walia (Founder and Creative Director, Northwest 35)
With this upcoming launch, Northwest 35 reinforces their position as a versatile design partner for a broad range of interiors, one who understands how flooring can affect experience, preserve identity and stand the test of time.
For further information, please contact pr@northwest35.co.uk
