Monday 24 Apr 2017

Flock x FLOOR_STORY, ‘Northmore', takes Rachel Parker's original design, which has become a fabric hit with Flock's followers, and translates its essence into one of FLOOR_STORY's most exquisite creations to date. A kaleidoscopic and bold approach to rug design ‘Northmore' celebrates colour and pattern in full glory, a playful expression of personality that is stunningly beautiful.

Woven in an exceptional quality 100-knot Tibetan weave, one of the finest qualities from FLOOR_STORY to date, ‘Northmore' features a blend of 80% semi-worsted New Zealand wool and 20% pure Chinese silk. Handmade by some of the world's best artisans and featuring an astonishing 26 different colours, each Northmore rug takes 12-weeks to weave.

"When the opportunity came to work with FLOOR_STORY I couldn't wait to get stuck in," says Jenny Wingfield, creative director, Flock. "Rachel has a fantastic eye for putting together colours that somehow shouldn't work, but absolutely do. Challenging the scale of the original piece, yet retaining all of its vibrancy and character, ‘Northmore' is something very special indeed."

About Flock
Established in 2013 Flock is driven by the desire to discover and nurture the best of new British design. Led by creative director Jenny Wingfield, Flock works with an eclectic mix of artists, designers and recent graduates to create a bold and beautiful collection of textiles for interiors.

Flock aims to create a unique pathway for new designers and represents some of the UK's most exciting emerging British talent. Each designer Flock works with is provided with a rare platform to showcase their work, gaining vital exposure in today's crowded marketplace. The Flock designers are fully credited and receive a royalty for every metre of their design that is sold.

Suitable for upholstery and soft furnishings the Flock collection of fine quality linen fabrics are printed digitally in Lancashire, supporting British manufacture and ecologically responsible production.


FLOOR_STORY is a maker of beautiful rugs, with an eye on craft and unique design. Founded by Simon Goff, it is the realisation of a passion that dates back over 15 years, now crowned with the opening of a dedicated retail space in London’s Shoreditch area, one of the country’s most creative places.

FLOOR_STORY is famed for the Designer collection, a series of capsule collections that translate signature styles into beautiful hand-crafted works. Art for the floor and crafted by hand from the finest materials, these rugs have seen acclaim in the press and have propelled FLOOR_STORY into one of the country’s most regarded rug makers.

Whether creating unique stories with designers or commissioning one-off series from the world’s undiscovered artisans, FLOOR_STORY celebrates the diversity and creativity that is today’s rug culture.