Beni’s Intersection Collection with Studio KO is an Exceptional Example of Brand Communication.

Intersection campaign, shot on location at Casablanca’s Vincent Timsit Workshop—a 1952 architectural gem by Jean-François Zevaco. Artistic direction by Colin King. Photography by Romain Laprade.

During Salone del Mobile 2025, Beni debuted the Intersection rug collection, and boy, did they go all out. After securing Studio KO for their new collection (one of the world’s most revered and relatively under-the-radar duos in contemporary design), Beni orchestrated a communication campaign that’s pure design branding education.

Two years of intense R&D culminated last month in Milan, where Beni transformed everyday industrial artifacts into ten luscious Moroccan rugs. Working with Studio KO founders Karl Fournier and Olivier Marty (who are celebrating their 25th anniversary this year), the collection reinterprets weathered journals, filing cabinets, and redacted documents through five distinct weaving techniques.

“Our designs celebrate the rapidly disappearing tools of productivity, preserving their simplicity and utility in woven form. It is an ode to memory — how we write, preserve, and share it,” explains Olivier Marty.

Musée Yves Saint Laurent Marrakech, Morocco by Studio KO.

Designed to recall the weft and warp of fabric, the lace-like curved brick façade is undoubtedly the hero of the Musée Yves Saint Laurent.

Intersection campaign, shot on location at Casablanca’s Vincent Timsit Workshop. Artistic direction by Colin King. Photography by Romain Laprade.

The standout is Beni’s revival of the 500-year-old Rabat weave, originally made exclusively for Moroccan royalty. With 64 knots per square inch (someone do the metric calculation for me, please?), compared to 12 in traditional Beni Ourain, this technique allows unprecedented detail. They also introduced Hand-Embroidered Flatweaves, where wool threads interpret redaction marks with couture-level precision.

Here’s where Beni’s brand savvy kicks in. They commissioned photographer Romain Laprade (you might remember him from this article) to shoot the collection at Casablanca’s Vincent Timsit Workshop—a 1952 architectural gem by Jean-François Zevaco. They doubled down in Milan, where they created an immersive installation within a former textile shop, complete with custom cedar-concrete scent by British perfumer Azzi Glasser and an ASMR-inspired soundscape.

“Like most of the world, to us a ‘Moroccan rug’ is a shaggy Beni Ourain rug,” admitted Karl Fournier. “We were amazed by Beni’s willingness to push the boundaries.” That boundary-pushing extends beyond product to presentation.

Beni Rugs Take a Wild Trip to Flamingo Estate.

Beni has collaborated with Flamingo Estate on a playful collection of rugs designed by Richard Christiansen.

Beni’s immersive installation in Milan took place in 5Vie, conceived by artist, teacher and set designer Luis Urculo. Photography: Romain Laprade.

The Milan installation itself, conceived by artist, teacher and set designer Luis Urculo, became performance art. Thousands of archival papers covered every surface, creating what Beni’s Artistic Director Colin King described as “a lost archive,” making visitors feel they’d stumbled into “the centre of someone’s subconscious.”

Fournier expanded: “Intersection is the transposition of the artifacts of our industrial societies into Moroccan rug designs using the traditional techniques available to us.” It’s conceptually ambitious, and Beni matched that ambition with flawless execution.

The campaign is the perfect case study for how contemporary design brands should communicate—through narrative, experience, and unapologetic quality. From R&D innovations to spectacular imagery and immersive installations, every touchpoint reinforces the collection’s central concept—that memory and material can converge through craft.

That’s exactly what Beni’s done with this campaign—preserved design publishing’s highest standards while reimagining what brand communication can achieve. Proof that when brands invest in storytelling that matches product innovation, they create industry benchmarks. Bravo.

[Images courtesy of Beni Rugs. Photography by Romain Laprade.]