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11222016 High-End Rug Companies Tout Successful WestEdge Design Fair

Reporting and Photos by Brittany Reimann
11/22/2016
HIGH-END RUG COMPANIES TOUT SUCCESSFUL WESTEDGE DESIGN FAIR


Standouts at the 2016 WestEdge Design Fair were designer rugs by trendsetters including (from top row): Murtaza Ahmadi at Amadi Carpets; Nabeel Malik of Amara; Nora Haroonian, Rug Warehouse; Bobby Partial of Marc Phillips; Halleh Hakimian of Woven Concepts.

SANTA MONICA, Calif. -- Rug exhibitors at the fourth annual WestEdge Design Fair brought a wealth of talent and trends to the design conversation at the upscale event held Nov.3-6, 2016 at Santa Monica's historic Barker Hangar.

Scattered throughout a curated selection of over 150 leading international designer brands, luxury rug suppliers offered glowing testimonials. "We come to West Edge because it has a good energy and we are passionate about what we do," said Halleh Hakimian of New York-based Woven Concepts. "We get a really wonderful response - that is what brings us back," the three-time exhibitor continued.


Marc Phillips showed its new collections and on-point colors at WestEdge, predicting a trend to deeper, darker, and grayed blues, and continued popularity of black and neutral tones.

Nora Haroonian, fourth-generation owner of The Rug Warehouse & More in Los Angeles, told Rugnews.com the company exhibited to build brand recognition for its high style designs for indoor and outdoor applications, and to introduce the showroom's new capabilities.  

"Every year we bring new textures and new materials," explained Nabeel Malik, partner and senior designer for Torrance, Calif.-based Amara. A supplier to interior designers and architects, the company has exhibited at WestEdge since the show began.


Amara appealed to designers at the WestEdge fair with luxury rugs in a variety of textures and blends of natural yarns.

Other high-end trendsetters, including L.A.- based Amadi Carpets and Marc Phillips, which has showrooms in Los Angeles and New York, spoke in depth about their latest collections and plans for growing their brands. Look for interviews in RugNews.com's extended WestEdge Design Fair coverage.


Amadi Carpets brought a range of looks to WestEdge, including distressed textile designs, its vintage yarn collection, and the Tuareg range woven by Afghan women at Amadi's worships in Afghanistan.

Held in a sweeping former airplane hangar, WestEdge featured designer sources from around the globe representing the latest trends from Paris, Italy, Brazil, Sweden, Switzerland, Japan, Germany, New Zealand, and more. The show's international component reflects L.A's growing presence as a global hub for design and culture, show organizers said.


Woven Concepts displayed its award-winning wool and silk Odyssey collection, with designs inspired by NASA imagery

The fair kicked off with an Opening Night Party for 1,400 guests supporting the evening's beneficiary, Los Angeles Ronald McDonald House, with proceeds designated for the renovation of the 75-room facility.

Throughout the weekend, over 11,000 visitors attended the fair, including high-level architects, interior designers, set decorators, educators, art directors, speakers, consumers and more. In addition to displays of design and art, panel discussions and intimate conversations took place in the Jenn-Air Master Class Studio and Convo by Design Social Lounge.


Rug Warehouse drew attendees to its WestEdge Design Fair booth with newly introduced painterly designs in sunny California colors.

"We had our largest turn-out to date, both from an exhibitor perspective and attendee stand-point," says WestEdge Co-Founder Megan Reilly. "To us, that indicates the strong enthusiasm for seeing, showcasing and learning about premium, innovative home design."


The WestEdge Design Fair's 2016 opening night party kicked off the show with 1,400 guests.  Photo by Harry van Gorkum

This year's interior lounge was a collaborative effort by top international brands Bolon, Missoni Home, Roche Bobois and Vondom, and featured a structure designed by Matt Gagnon Studio of Los Angeles. Standing 16 feet tall and covering more than 800 square feet, the structure was built and assembled by hand using 7,500 pieces of alder wood.


The show's lounge for designers features flooring by Bolon and furniture and area rugs by Missoni Home in the seating areas. Photo by KristinaSado of SadoFoto.

"The energy and excitement at WestEdge was omnipresent, said WestEdge Co-Founder Troy Hanson. "We received endless feedback that this year's fair was the most compelling to date regarding exhibitor diversity and quality, and that our participants engaged top-level architects, designers and homeowners. We are very much looking forward to expanding the footprint of WestEdge in 2017 following the momentum of this year's event.


Over 150 international brands were on display in the sweeping former airplane hangar housing the 2016 WestEdge Design Fair in Santa Monica.

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