10 x 10

For the London Design Festival 2024, FLOOR_STORY host 10 x 10, an exhibition of 10 new editions taken from some of the most iconic FLOOR_STORY collaborations with creatives from across the worlds of art, design, craft, print and fashion. The 10 x 10 collection which launched earlier this year, has seen a new rug revealed to the public each month. The entire series will be presented together for the first time at the LDF exhibition, held at FLOOR_STORY’s Old Street studio, with new editions from Henry Holland, Kangan Arora, Camille Walala, Adam Nathaniel Furman, Kitty Joseph, 2LG, John Booth, Gill Thorpe, Flock Studio and Diane Bresson. FLOOR_STORY which has recently achieved BCorp status, is renowned for bold and colourful rugs, and in 2014 the first collaboration was undertaken with print and pattern expert, Kangan Arora. Kangan’s designs paved the way for a series of over 30 collaborative collections to date, with FLOOR_STORY Founder Simon Goff continually seeking new people to join the roster. Goff’s love of art, travel, music, and design is always evident, both in the choice of new pairings, and through the diversity of the subsequent designs. 10 x 10, sees further experimentation in colour and technique – reflecting the craftsmanship that FLOOR_STORY showcases in producing complex, high quality and creatively rich designs. The project also celebrates and reveals the personal evolution of each designer and studio, from the original pairing with FLOOR_STORY to date, with new ideas, technologies and influences evident, across the fresh editions. Simon Goff says, ‘We now have an in-house design team but to begin with, the collaborations began as an idea simply to be more creative – as we were in the business of flooring, but not really design. The collaborations have elevated our wider collections and broadened our network, to embrace and reflect some of our creative heroes, as well as celebrate undiscovered talent.”