CASE STUDY
Loveday & Co, Kensington and Chelsea
Bespoke Handmade Rugs for Luxury Care Residences
Loveday & Co has redefined what later-life living can look like in London. Its residences combine expert clinical care with the refined hospitality of a five-star hotel. Interiors in these spaces have to feel like a beautiful home, while performing to the standards of a busy hospitality setting.
Bespoke handmade tufted rugs
For Loveday & Co’s residences in Kensington and Chelsea, Eaton Square designed and produced a collection of bespoke handmade tufted rugs for the lounges, library and private dining room. Each rug was developed with our in-house design team, from first inspiration through to delivery, and no two are the same.
From Inspiration to Design
The brief called for rugs that would bring warmth, colour and character to the residences, creating spaces that feel welcoming and familiar rather than institutional. Each design had to sit comfortably within an elegant scheme of herringbone timber floors, panelled walls and soft, tailored furniture.
Rather than taking a single look throughout, each rug was designed to give its room a distinct personality. Colours were drawn directly from the surrounding interiors, the upholstery, cushions and wall colours, and each design was refined through sampling before artwork was signed off.
A Distinct Character for Every Room
In the ground-floor lounge beside the bar, a rug in soft ivory with radiating bands of ochre yellow brings a sense of light and energy to the space. The ochre picks up the cushions on the cream bouclé tub chairs, while the arcs of the design echo the curves of the furniture and the arched glazed screens.
In the library, lined with illuminated shelving, a striking rug in deep chocolate and ivory features a scattered, hand-drawn mark pattern that mirrors the fabric on the wing chairs. A plain sand-coloured border frames the design and softens its edge against the timber floor.
Upstairs, in the bright, bay-windowed lounge, abstract rugs in moss green, soft blue, charcoal and cream bring a painterly quality to the room. The greens reflect the panelling and cushions, and organic and circular shapes allow the rugs to sit naturally beneath groups of chairs and the games table.
In the private dining room, a tonal design in silver, grey and cream, with touches of soft gold, creates a calm, sophisticated setting against the dark painted panelling.
The Finishing Touch
What sets these rugs apart is the detail. As the close-up photography shows, carved and layered pile adds texture to the designs, so the pattern is felt as much as seen. Blended yarns create subtle variations of colour, giving the abstract designs depth and movement. Shaped edges, from softly rounded corners to fully circular rugs, allow each piece to follow the layout of the room rather than simply filling it.
Made by Hand, Made to Perform
Once the artwork was approved, the rugs were made by our trusted specialist weavers in gun-tufted wool. Using 100% wool, yarn is worked through the backing line by line before the pile is sheared and carved to its finished form.
Gun-tufting is our recommended method for commercial and higher-footfall spaces like these. It offers the resilience these residences demand, with no loss of care or craftsmanship. A standard-size rug takes three to four weeks from artwork sign-off, and larger or more intricate designs take longer. It is an artisan process that technology assists but does not hurry.
A Truly Bespoke Result
Each rug gives its room its own identity, designed for residents to enjoy every day.
A Truly Bespoke Result
For Eaton Square, the Loveday & Co project shows how bespoke flooring can help create spaces where hospitality and home come together. Each rug gives its room its own identity, designed for residents to enjoy every day and made to last a lifetime.
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