Tom Tailor Home: Carpets across Berlin

Tom Tailor has teamed up with Berlin-based artist Fabienne Meyer, aka “Bings”, to create the new Handtuft Collection. Instead of doing the regular studio photoshoot, they went out to the homes of the designer and of five interior design bloggers. The photos from the latest campaign – managed by Benjamin Stewner, head of Brand Transfer GmbH – show Bings’ new and instagrammable carpet collection looking really chic. Tom Tailor Home has put Stewner and his team in charge of its ‘Global Concept, Marketing & Sales’.

The carpets’ striking designs derive from large-format oil paintings by Berlin-based freelance artist Fabienne Meyer, aka “Bings”, featuring eye-catching decorative elements like cornflowers, a dance scene, a chess board and an open handbag ... six colourful oversize motifs that take a second glance to really register. Various tufting techniques like cut-and-loop are employed in their making, along with fluffy teddy cloth fibres. And some of colour areas and contours have a tactile three-dimensionality.

Inspired by the Tom Tailor slogan “Home of Colours”, Stewner teamed up with Jules Villbrandt of the Berlin blogazine Herz und Blut to photoshoot the carpets in the flats of six Berlin influencers and creatives, including the artist herself. Last year’s collection photos for Tom Tailor Home were also shot outside the studio at selected locations, due to the pandemic. But this time there’s a social media twist to the authentic atmosphere, increasing the reach.

Stefan and Martin Keller, executives of Tom Tailor licensee firm Theo Keller based in Bochum, are also excited about the carpets and the campaign. These 100% wool designer rugs will be available from June in dimensions from 70 x 200 up to 160 x 230 cm.

Everybody involved in the campaign can be found on Instagram: @annavonkrach, @bbbings, @herrklar, @herz.und.blut, @missschneider, @ponysailor, @saraheartmann

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