FLOOR_STORY is showcasing a contextualized history at London Design Festival 2024.

10 x 10 is celebrating ten years of collaborations with special edition rugs made with ten distinctive designers. This is the first time these new rugs will all be together.

Ten years ago FLOOR_STORY launched their first-ever collaboration—as a creative experiment—with Kangan Arora, a print and pattern expert.

“We now have an in-house design team,” FLOOR_STORY founder Simon Goff says, “but the collaborations began as an idea simply to be more creative – as we were in the business of flooring, but not really design. The collaborations have elevated our wider collections and broadened our network, to embrace and reflect some of our creative heroes, as well as celebrate undiscovered talent.” As Goff mentions, these collaborators aren’t necessarily rug creators themselves. They’re polymaths of creativity, and each have had a hand in shaping both London and the global landscape of design.

Henry Holland is a contemporary ceramicist. I Feel Love Orange is part of the 10 x 10 series.

Camille Walala is the maximalist painter who believes “the bigger, the better.” Here she is with Pink Noise, inspired by the calm, tonal, and dynamic sound of pink noise that helps her get to sleep.

Adam Nathaniel Furman is a designer whose work is “joyously deviant.” Meandros Dawn, Day and, Dusk is a tribute to the most ancient of the Mediterranean classical decorative motifs.

Kitty Joseph is a women’s wear fashion designer. Chroma Green is a mesmerizing tonal green rug inspired by her famous Spectrum pleated skirt.

2LG is an interior and product design duo. Pill in Multicoloured Mottle is in a playful color palette.

John Booth is an illustrator and ceramicist. Giovanni in Blue is an illustrative rug in an energetic blue tonal colorway.

Gill Thorpe is a visual artist and contemporary interior spaces designer. Rigg & Furrow Reflective is tremendously textured.

Flock, a studio famed for bold and colorful geometric patterns, is pioneering British design. Their Northmore Tonal makes use of both matte and shiny yarn.

Diane Bresson is a print maker. Off Cut is a flatwoven rug design which subverts screen printing techniques into weave.

10 x 10 will be on view at FLOOR_STORY’s east London showroom on Nile Street from September 16 through September 22, 2024.

This installation is free. No tickets are required.