Yet, the more time I spend immersed in the world of design, the more I’ve come to believe that the deepest expression of luxury isn’t immediately visible to us. It’s about time, patience, and allowing craft, stories, and relationships to take root.
For a designer, it means approaching each choice with intention. Every detail shapes a narrative. The process is honoured wherever possible, creating spaces that invite people to pause, look more closely and, in slowing down, feel something beyond the obvious.
Rug Making as a Slow Art
The technique of hand-knotting is time-consuming, and is born of a lifetime of knowledge, precision, and intuition to bring a story to life. Multiple generations of artisans have refined this technique. Each square inch can hold 100 knots, guided by skilled hands that understand not just pattern and tension, but the emotion behind a design.
“While carrying out early research for the business, I was drawn to this lineage. I was captivated by the slowness it embodied. Each knot becomes part of a larger story, and I knew this enduring, deliberate art was the perfect medium for my story-centric designs.“
Every design’s storyline guides the choice of material—New Zealand wool for strength and warmth, Chinese silk for luminous contrast, or blends that balance lustre and texture. Master craftspeople in Nepal and India translate it into form, ensuring every weave carries depth and meaning.
Experiencing Slowness at WOW!house
At WOW!house, I was delighted to encounter rooms similarly composed with such intention that they demanded a slower, more attentive experience.
Toni Black’s Gathering Bar, furnished and fitted out by Shepel, reimagined the home bar as a place for connection and shared culture. Rich timber cabinetry, curved shelving, and layered finishes created a sense of warmth and intimacy. Inspired by generations of women passing down stories, the space encouraged conversation and close observation. The gleam of brass, the grain of wood, the sweeping curves of its forms—all revealed depth through considered detail.
Moving from a social, communal setting to a more introspective mood, Alex Dauley’s Cocoon Room served as a personal retreat marking a transition to the empty-nest stage of life. Soft, curved walls created a sense of embrace, and a muted palette of taupe, grey and blush set a reflective tone. The rug incorporated important family milestones mapped along a curve. Low seating and enveloping textures offered comfort and stillness. The space held personal history, best understood when visitors approached it with patience.
Finally, The Library by Pirajean Lees provided a sensory-rich conclusion. Featuring the A440Hz tuning note, the space balanced sound, light, and texture to create a calm, immersive atmosphere that could not be rushed. Timber shelves and acoustic panels softened sound. Tailored seating and low lighting encouraged visitors to sit, listen, and engage with the details. Rather than delivering an instant impression, the room revealed its character gradually. Its materials, acoustics, and subtle finishes rewarded a slower, more enquiring gaze.
Luxury Beyond the Surface
This is the ethos of Northwest 35. Luxury lives in quiet revelations that unfold over time. Each rug is more than pattern and fibre—it’s an experience that emerges gradually, inviting engagement with its layers. By giving each design room to breathe—the materials chosen and crafted to different pile heights, the cultural references embedded in its story, and the meticulous hand-knotted technique—we create heirloom pieces that endure physically, emotionally, and culturally.
“Slowness in design is about adhering to a deliberate mindset, even within tight deadlines. Although pressure may be present, clarity still emerges from a considered approach. Ideas mature. Materials speak. Ultimately, stories reveal themselves layer by layer.“
Discover how Northwest 35 weaves story, craft, and time into every rug. Explore our collections and experience the artistry that invites you to linger.
