Jaipur Rugs in collaboration with Abin Chaudhuri pays ode to the soul of architecture through a new collection launch
National, April 22, 2021: Jaipur Rugs, one of India’s largest manufacturers of hand-knotted rugs unveils its new collection ‘Archetype’ in collaboration with Abin Chaudhuri.
The new collection is an amalgamation of Jaipur Rugs’ decades of craftsmanship with Abin Chaudhuri’s vision and design aesthetic drawing inspiration from architecture in different epochs i.e., Ancient, Vintage, Modern, Brutalist and Contemporary.
Derived from the Greek word ‘arkhetupon’, meaning something molded first as a model, Archetype presents the fundamental principles of architecture through simple forms, colours and shapes on rugs. Addressing variations of the human personality through architectural philosophies – from ancient to contemporary, each design is driv en to inspire, seamlessly introducing creative energy in spaces. Archetype embodies the soul of architecture through elemental forms made by hand.
Jaipur Rugs is a story of empowered artisans, with a close-knit community of more than 40,000 spread across 600 villages in India. These artisans have gone through rigorous training to uphold the quality standards promi sed with every rug and systems in place for choice of material sourcing, timely delivery and sustaible production.
Speaking on the collection, Yogesh Chaudhary commented, “With every new collection we aim to collaborate w ith people who can showcase the ancestral art of rug making with a new vison. We seek to deliver a creative com bination of age-old art and modern interpretation. With Archetype, Abin has highlighted various facets of hum an personality through architectural philosophies. With his graphical visual interpretation of architectural eras, he has helped us add some great designs to our product offering. His rugs have a fresh take on architectural tents that will work beautifully in all kinds of homes and settings. His eclectic designs and style concepts will add dep th, dimension and perspective into a customer’s space.”
“Archetype embodies the soul of architecture through elemental forms made by hand. It presents the fundamen tal principles of architecture through simple forms, colours and shapes on rugs. It celebrates the idea that in eve ry magnificent creation of man lies a concept that is simple, primitive and driven by collective evolution. To me, carpets are like art work – knitted pieces of art lying on the floor. They enrich the space by adding value as it is fine tuned in the design stage to artistically fit these new world interiors while also reflecting on the heritage. Each design in the collection is driven to inspire, seamlessly introducing creative energy in spaces”. says Abin Chaudhuri founder, Abin Design Studio
Experience this collection on https://www.jaipurrugs.com/collection/archetype starting April 21, 2021.
About Jaipur Rugs
Jaipur Rugs is a family business strengthened by the purpose of protecting ancestral know-how and connecting rural craftsmanship with global consumers. By placing the human aspect at its core, the company has grown to become the largest network of artisans in India. It uses the age-old art form of handmade carpets as a tool to bring prosperity into the homes of 40,000 rural artisans of which 80% are women. Founded in 1978 by Nand Kishore Chaudhary with just two looms, it now has over 7000 looms and sells in over 60 countries. Today the company creates contemporary works of art by collaborating with creative talents capable of showcasing this ancestral craft with a new vision.
About Abin Chaudhuri
Abin Chaudhuri founded Abin Design Studio, which is exploring the ‘unknown’ journey, experimentation with materials and technology, and the engaging art and culture, aiming to provide a ‘soul in the shell’. The studio is engaging design in the urban fabric and peri – urban edge, as a catalyst for deliberate change. His work focuses on the idea of holistic design, not just limiting to ideas, but also physical manifestation through multi-disciplinary collaboration. His explorations intend to push the boundaries of thought, prevalent socio-cultural landscape and spatial construct, challenging the role of architecture in the society, by being unafraid of unfamiliar explorations. The studio is also the recipient of several national and international accolades.
Mr. Yogesh Chaudhary
Director, Jaipur Rugs
Mr. Yogesh Chaudhary provides Jaipur Rugs the strategic direction it needs to explore business opportunities in the domestic and global markets. Through his ideas he aims to bring about a global change in people’s perception of what ‘handmade’ is. His vision to create a timeless brand out of India and his passion for grassroots has prop elled an expansion drive in the family business.
Under his leadership, Jaipur Rugs has increased its global presence to 65 plus nations, from just two a decade ago. A young, sharp and an energetic entrepreneur, Yogesh is the eldest son of Nand Kishore Chaudhary. Yog esh’s entrepreneurial abilities and deep knowledge of the rug business have guided Jaipur Rugs foray into po sitioning the company as a global leader in manufacturing and exporting exclusive, designer hand- knotted rugs worldwide.
Yogesh believes in propagating the organization’s vision of combining the pursuit of profit with the spreading of kindness in a way that benefits all of our stakeholders. “We are focused on making sure that our customers get what they want, but at the same time we are able to do that by providing sustainable livelihoods for our artisan s,” says Chaudhary.
