Between Exposed Concrete and a Work of Art: The New RUGS&CO Showroom

Between Exposed Concrete and a Work of Art: The New RUGS&CO Showroom
Designer: Ben Kedem
Photographer Elena Sionyukov
RUGS&CO – Lehi 1, Bnei Brak, THE PARK DESIGN, 2nd Floor

"The starting point for designing the RUGS&CO showroom was to think of it as an art gallery rather than a standard carpet store. From the very beginning of the process, it was clear that the space needed to reflect the brand's character: a curated, precise, and personal approach, in which each rug is a one-of-a-kind creation, custom-made for the client in its shape, size, color, and character," explains interior designer Ben Kedem, who designed the new RUGS&CO showroom at the new Lehi complex in Bnei Brak.

The space was designed within a new, ultra-modern tower featuring a dramatic urban backdrop visible through a large curtain wall of floor-to-ceiling windows. The designer chose to preserve the sense of height and power inherent in the building by maintaining the high exposed concrete ceiling and visible building systems, alongside a minimalist, refined, and precise design language based on a restrained use of materials. The goal was to create a quiet and clean backdrop that would allow the rugs to command full attention and presence within the space.

The material palette of the project is rooted in honesty and simplicity. The exposed concrete wall was left exactly as it was, without cladding or concealment. Likewise, the high concrete ceiling was intentionally kept exposed to preserve the sense of openness and strength provided by the original architectural shell.

Since all technical systems—including air conditioning, sprinklers, lighting, and infrastructure—were left exposed, they became an integral part of the architectural language. All ducts and piping were painted in the same gray tone as the ceiling, while exposed sheet-metal ducts retained their natural finish. The lighting fixtures were custom-designed and manufactured specifically for this project to achieve complete precision in both detailing and materiality.

The furniture was carefully selected as an inseparable part of the space's architectural language. The forms chosen were deliberately simple, modern, and minimalist, allowing the rugs to remain the focal point. Pieces with clean lines and neutral tones were selected so they could naturally complement any rug displayed alongside them, regardless of its color palette, texture, or character. The objective was to create a quiet and refined harmony between the materials, furnishings, and art, ensuring that each element would feel like part of one cohesive composition within the space.

The meeting room was designed as a transparent "aquarium" within the showroom. On the one hand, it creates a functional separation that provides intimacy and quiet for meetings; on the other, it remains an integral part of the public space and the overall experience.

In an effort to maximize the gallery space, the offices were integrated as an inherent part of the showroom itself. Here too, the intention was not to display as many rugs as possible—quite the opposite. The goal was to give each rug its own place, the space to breathe, and the opportunity to be perceived as a true work of art.

To date, the company has carried out private and commercial projects worldwide, with an international portfolio spanning Tel Aviv, New York, Miami, London, Paris, Dubai, and additional destinations across the globe.

Between Exposed Concrete and a Work of Art: The New RUGS&CO Showroom
Designer: Ben Kedem
RUGS&CO – Lehi 1, Bnei Brak, THE PARK DESIGN, 2nd Floor