Yesterday night me and many other invites celebrated the launch of Frankly Amsterdam, formerly known as Fem Home and the launch of the new Elle Decoration September issue. Especially for the launch of Frankly Amsterdam Mae Engelgeer designed a rug with the soft, refined character of textile and the understated luxury of Frankly Amsterdam.
Fem Home, started with a collection of home textiles seven years ago and besides covering the residential market, the brand has also grown strongly in the project market which made them decide to start Frankly Amsterdam, with the new brandname also the collection is expanding with soft furnishing products, such as carpets, pillows, plaids and bed linen.
Stand Your Ground….We come from a place that is known for its exceptional directness. Honesty and sincerity are valued above everything else.The people here are proud to celebrate the unique, the one-of-a-kinds. It is a place that stands up for what it believes in…..
Just a sentence taken out of the new “Stand Your Ground” campaign that was launched with the launch of the new brand. Born in Amsterdam I really love this, the movie that starts in my own neighbourhood that is also home to Frankly Amsterdam, tells the story and the connection of Frankly Amsterdam and my hometown. Have a look at the video here below.
|“Stand Your Ground” campaign – video|
In a collaboration with Frankly Amsterdam, Mae Engelgeer designed ‘En Suite’, a rug composed out of 50×50 cm gradient squares. Six different colour combinations are designed by Mae creating a family of rugs that suit the Frankly Amsterdam brand flawlessly, without losing the characteristic Mae Engelgeer touch we all love.
Combining different materials such as a wool- and Eucalyptus yarn, different pile heights and subtly changing colours into an interesting structure, Mae created a product that showcases versatility in hand tufted rugs. Two different En Suite rugs are shown above and below.