The Scandinavian notion of the Red Thread has been central to Staffan’s work as an interior designer for over fifteen years. He has used it as a powerful metaphor to describe the journey towards the creative DNA of each project Tollgard Studio have worked on – the heart of the matter that connects interior, architecture and environment; the visual or creative motif that tells our client’s story using the language of design.

For his first JAB Rug collection; Staffan has been able to make the red thread a reality.  Staffan explored how each rug could tell the story of the artistry of JAB Anstoetz’s artisans, of the processes that make their rugs so creatively rich and valuable and used a metaphor of change and of revelation as a vehicle for these techniques.