ABC Carpet & Home has launched its latest campaign, “The Genesis of Design.” Featuring the eco-conscious Alchemy rug collection, renowned photographer Jason Madara digs deep and shot the rugs 500 feet below the earth’s surface.
Photographed in Howe Caverns in Schoharie County, New York, this season’s campaign is inspired by nature and enhanced through light, capturing the unexpected beauty of our planet.
“The Genesis of Design” goes back to the origin of creation. New life is infused into old materials. Hoping to diminish the 13.1 million tons of wasted materials generated annually from traditional rug weaving, the Alchemy collection represents the next generation of rug production, relying on sustainable practices that draw inspiration and color from nature.