The Rug Company Captures A Little Southern California Magic

With Modernism Week behind us, and the memory of Coachella gathering dust, The Rug Company presents an opportunity to capture a little of that Joshua Tree magic with its desert-inspired Endurance Collection. Launched in L.A., with a swanky party at the La Peer Hotel in West Hollywood, the line that draws much of its local allure from its indoor-outdoor sensibility, expresses a Desert Modernism ideal and the clean lines of midcentury Palm Springs.

Whether placed inside or outside, the hardwearing floorcoverings in this collection, while united in their inspiration, are also distinct, striking a vibrant note in a variety of indoor and outdoor environments. Beautifully, it is designed to weather both—the floor of an outdoor cabana for cocktails and canapés, perhaps?

Or, just as appealing, an airy entry, or conservatory-inspired, succulent-filled sunroom, even a refreshingly modern playroom. In such settings, as well as countless others, these rugs flex, and are at home in a variety of different architectural styles. Such is the versatility of the collection.

While the desert can be a barren, hostile place, The Rug Company clearly envisions it as an oasis. Among the line’s hand-woven, artisan-made performance options, all feature stain-repellent Perrenials’ performance yarn, which is 100 percent solution-dyed acrylic technology that allows the colors to infuse the yarn to its core.

This means that the rugs are resistant to fading and able to withstand the elements of their domestic environment (mold, mildew, water). The line’s durable designs make a splash beyond the poolside patio to include heavy-trafficked interior spaces such as the kitchen and bathroom. Given its attributes, the collection as a whole presents a stunning alternative in the outdoor category.

Resilience aside, the Endurance Collection is aesthetically refined and engenders a garden party feel from afar and underfoot. Like sunrise or sunset, the colors of these floorcoverings shift from soft and calming tones like light blue, rosy pink and canyon-sand neutral to punched-up red and dark gray shades, reflected by the options “Cabo,” “Vista,” “Culver Terracotta,” “Pacific,” “Laguna,” “Marina,” “Mirage” and more.

The line’s most notable namesake is of particular interest to local design lovers—iconic Modernist architect Richard Neutra. Featuring the same hues and motifs of midcentury California, the geometrically interesting “Neutra” telegraphs aesthetic explorations of and connection to nature, and also flaunts The Rug Company’s penchant for richly rendered patterns.

Endurance Collection’s 12 motifs also include stripes of varying thickness, a kind of elongated ombre, and abstractions of shapes. Available in various sizes, $53/square foot, at The Rug Company showrooms. therugcompany.com

PHOTOGRAPHS: COURTESY OF ANN CHATILLON

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