Beni Unveils 'Chroma 1' Rug Line at Historic Fire Island Beach House
Shot at a Pines Modern house designed by Peter Asher, the campaign showcases Chroma I’s striking color compositions inspired by artist Ellsworth Kelly.
Summary
- Beni has launched its new Chroma 1 rug collection, featuring eleven styles with bold color combinations and minimal patterns, shot at a modernist residence on Fire Island.
- Inspired by Ellsworth Kelly’s “Spectrum of Colors Arranged by Chance,” the collection blends earthy tones with saturated colors, using ancient Moroccan flat-weave techniques for a light feel ideal for summer.
At the height of Summer, Moroccan-made rug brand Beni unveiled its new Chroma 1 collection — a line of eleven styles woven with bold color combinations and minimal patterns.
Shot by Romain Laprade on a sun-drenched day in New York’s Fire Island, the rugs are situated at a Pines Modern residence on the shore originally designed by Peter Asher between 1968 and 1969. The juxtaposition of the home’s traditional wooden materiality and its bold modernist form mirrors the effect of the Chroma I rugs, which combine ancient North African techniques with contemporary minimalism and expressive color.
The resulting color palette, characterized by contrasting hues and varying stripes, finds its roots in artist Ellsworth Kelly’s Spectrum of Colors Arranged by Chance. The collection is proposed as a study of the role color plays in forming the aesthetic perception, placing earthy tones alongside saturated sun-kissed colors like red, orange, and yellow.
“In tune with Ellsworth Kelly’s concept of spatial unity, the identity of this collection is championed by the power of its juxtaposition,” Beni’s Artistic Director Colin King shared. “Exploring how each color interacts with the other is what makes each design so rhythmic in nature,” he added.
Though the collection reads as Mid-Century aesthetically — especially with the named inspirations — Chroma 1 is materially rooted in ancient Moroccan and North African craft. The simple flat-weave “Zahara” style is woven in tiny knots, offering a light feel ideal for the hot conditions of its Saharan origins.
See the striking campaign in the gallery above and shop the collection now at the Beni.
