To talk about a décor object as if it had a soul. For Rana and Ramine Sahrai it comes naturally: describing their carpet collections, they never simply tell a story of stylistic evolution or functional design. First of all, they focus on the emotions that are woven into their creations.
Every knot is a plunge into the past, a flashback to 200 years ago, when their ancestors gave rise to an activity that now, five generations later, thrives on the same DNA. This deeply rooted manufacturing prowess, with the painstaking care that goes into the creation of rugs – still the distinctive signature of Sahrai today, together with the highest quality of materials and design – has met with extreme variety of inspirations and contaminations in the voyage of evolution of the brand, generating collections that establish a dialogue with past and present, across various latitudes: an exclusive blend of style and know-how.
Dazzle by Sahrai, The NOOR Collection
Agata by Sahrai, Sahrai’s Artists Selection, Design David Elia
“Over the last two decades we have combined the skills of oriental master artisans with sophisticated western design, mixing tradition and innovation,” Rana and Ramine Sahrai explain. Offerings that remain in contact with tradition, but in a graphic approach that reinterprets and revitalizes classic themes. The techniques of workmanship are still 100% made by hand. “We have responded to the market’s demand for greater modernization in terms of interior design: we have gradually approached this style, with a more contemporary attitude, while conserving the highest levels of quality. Our creations are the harmonious result of extensive research developed in relation to iconographic details connected with outstanding Italian and international design.”
Lapis by Sahrai, Design Marco Piva
Inside the extensive Sahrai catalogue (including the Heritage Antique Collection, the many more modern lines that draw on various eras and different trends, all the way to the outdoor collection), there are collections created by international designers and artists: Marco Piva, Rodolfo Dordoni & Gordon Guillaumier, Daniela Puppa, Roger Selden, just to name a few. But the brand’s taste for innovation has led Sahrai to also collaborate with the most prestigious Italian trademarks in décor and fashion, such as Armani/Casa, Elie Saab and Gianfranco Ferré, producing collections that combine the Sahrai character with the fashion creations of the various companies.
This versatility is also reflected in a wide range of projects in which the firm is involved to enhance the results, relying on the open possibilities for product customization: “our in-house design studio is composed of Italian creatives, who thanks to the most sophisticated techniques, textures and skills offer a source of inspiration and development for our bespoke carpet collections. This creative synergy makes it possible to achieve innovative goals in terms of style and design. Furthermore, every creation can be developed in any texture, size, form and color, or personalized based on the input and needs of the client.” Therefore it should come as no surprise that Sahrai carpets are found in high-profile residential and hospitality projects, like the Imperial Palace in Japan, the royal box of Teatro alla Scala in Milan, Palazzo Versace or the Bulgari Hotel in Dubai.
Helix by Sahrai, Gianfranco Ferrè Collection
In the interior design phase, Sahrai embraces and sustains a vision in which “the carpet is not a furnishing complement but an object with a soul,” the protagonist of the interior: “The trend is to start with the carpet and build the décor around it, thus facilitating the creation of an environment: this is the true nature of the carpet.” A canvas from which to paint the interior design, then, which provides the primary emotion that attracts all the others.
This value as the unchallenged leading player of a theatrical setting can also be seen inside the new temporary store in Milan, at Via Manzoni 38: a white, neutral box that brings out the evocative force of the most precious Sahrai offerings, the Heritage Antique and Parsa Collections: “We have renamed it Heritage Forever, as if it were a return to the roots, but in a completely different light. We felt the need to return to decoration, emotions, in a moment in which everything seems to stand still.” The display space will feature different collections on a rotating basis, to trace back through the ‘voyage’ of Sahrai through the decorative impact of its creations.
Labradorite Lemurian by Sahrai, Design Marco Piva
Marlène by Sahrai, Elie Saab Maison Rug Collection
Alongside the opening of this new showcase – which joins the historic Milanese location at Via Manzoni 45 and the London showroom in Mayfair – Sahrai has also boosted its digital presence, expanding its customer service (one of the brand’s strong points) and its e-commerce channel: a product of extreme luxury meets the virtual world. “In recent months we have spent a lot of time online and on digital platforms, to present and sell our products through these new tools. All this has been possible because our identity is well-known, and strong. And because we have never sacrificed and always nurtured the values in which we believe: dedication, quality and service.”