Warli is the outcome of a chance meeting between a craftsmen’s cooperative in northern India, manufa-cturers of high quality traditional carpets and the creative curiosity of a western designer. “I started designing contemporary carpets in 1992 and found that working on flat surfaces and decoration was particularly stimulating. In India had merely been fascinated, and to a certain extent I still am today, by the ability of this age-old craftsmanship to reach such incredible quality, as to be able to compete with the most sophisticated industrial technology. After having collaborating and designing products for italian and foreign brands of furniture and lights, I thought of using such experience and directly manufacturing and distributing my products by creating a new brand”.
The name Warli comes from tribal art of Maharashtra that uses a very basic graphic vocabulary: a circle, a triangle and a square. Warli also means land, hence the idea of using the word for a carpet brand that would combine in a strong contemporary meaning design, product and person.
Warli works on signs and on materials. On how to translate them into chromatic and tactile surfaces. Rational signs of western design are reworked, “ethnic” ones are revisited, “poor” ones re-valued. A celebration of all things incomplete, transient, not perfect. Our identity lies within the continuous search for a contemporary feel for these products, for their “history”, and in the respect of the various cultures of the areas where they are manufactured. Warli is the expression of a personal vision on life-style: of a daily aesthetic, of the quality one would like to find in the things that surround us.
2008 1° Prize Creative and Innovative Industries | Camera di Commercio Milano