Step inside the enchanting world of Beni Rugs' Manhattan loft, a sanctuary nestled in the heart of Tribeca. Imagine a peaceful afternoon, where the sun's rays gently caress the loft, creating a serene atmosphere that soothes the mind. On a particular windy Monday, we find ourselves in the company of Robert Wright, co-founder of Beni Rugs, and Colin King, the brand's artistic director, as they share insights into this unique space.
The Beni Loft, once King's residence, has evolved into a multi-purpose haven. It serves as Wright's pied-à-terre during his stays in the city, a showcase for the brand's collections, and a warm gathering place for friends. This transformation echoes the rich hospitality of Morocco, where the rugs are crafted with care.
Photo: Billal Taright
The story of the loft's redesign began with a slow and deliberate process, as King describes it. "We took our time to let the space speak to us," he shares, sitting comfortably on a custom cream sofa, a Charlotte Perriand coffee table by his side. The partnership between Wright and King started back in 2018, when they first collaborated on photographing the inaugural collection. "It was a friend's suggestion that led us to Colin," Wright recalls, explaining how their paths crossed at Ludlow House and eventually led them to Marrakech.
King's role as artistic director is pivotal, bridging the gap between traditional craftsmanship and modern design. His vision for the loft was to create a clean and neutral backdrop, allowing the rugs to take center stage. "The neutral palette acts as a unifying element, enabling us to frequently change the rugs on display," he explains. One of King's clever ideas was the addition of a non-operational fireplace, which now serves as a focal point in the room.
The loft itself is housed in a historic 19th-century building, originally constructed for storing dried goods. It later became the residence of abstract expressionist Barnett Newman, who valued his privacy and quiet surroundings for his artistic pursuits.
The rich pine floors and towering 10-foot windows contribute to the loft's unique ambiance. "We aimed for a textural and romantic feel," King says of the floor-to-ceiling drapes. "The changing light throughout the day and year adds to the charm, especially with the western orientation, creating beautiful shadows.
Photo: Billal Taright
Every element within the loft, predominantly vintage, aligns with Beni's overarching mission. "We want our rugs to be cherished for a lifetime, so the furniture reflects our commitment to craftsmanship and quality," Wright explains. The essence of handmade magic is deeply ingrained in the brand's DNA.
The vertically integrated facility, located in the village of Tameslouht, is a testament to this philosophy. Led by a team of women, the facility designs, weaves, washes, and ships all products from a single location, revolutionizing rug production in Morocco. "Our employees enjoy free transportation, subsidized childcare, access to government benefits, and salaries that are two to four times the national average," Wright proudly shares.
Other areas of the Beni Loft, such as the bedroom and office space, further emphasize the brand's commitment to warmth and craftsmanship. The bedroom, painted in a rich cola shade, evokes the charm of an Atlas Mountains cabin. The office, which also serves as the sample library, centers around a striking Noguchi suspension, adding a playful and grand scale to the room.
"For us, it's about the magic and uniqueness of objects crafted by human hands," Wright reflects. "Ultimately, we want Beni to foster a deeper connection to creativity within homes and among people. Tapping into this shared humanity is our driving force."
