26 DIGS.NET | 6.7.2019
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P R O F I L E | T H E R U G C O M P A N Y
A DESERT D I R E C T I O N
e Rug Company takes the floor with a luxurious collection
cued by the arid environs of Southern California.
W R I T T E N B Y J E N N T H O R N T O N
W
ith Modernism Week behind us, and the memory of Coachella gathering
dust, e 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.
