Project: The Bower Building, London
Client: Helical Real Estate
Design Partner: Whitepaper
Lead Time: 10 weeks from sign-off to installation
Rug Sustainability: 100% wool, bespoke hand-tufted rugs
When Helical Real Estate set out to refurbish The Bower Building’s reception and communal spaces, they envisioned more than just a facelift – they wanted a tactile, visual statement that would anchor the space and reflect the building’s architectural DNA. Enter Whitepaper, the creative force behind the art deco inspired refurbishment.
The inspirational starting point? The striking art deco concrete wall moulds in the building’s large reception atrium. These translated architectural imprints turned into a bold, geometric jigsaw motif – an abstract nod to the building’s structural rhythm. The result: a dynamic pattern that feels both grounded and playful.
Each rug was custom-sized to suit its space and function:
Location | Size (m) | Design |
Large Reception | 5.1 x 7.2 | Geometric jigsaw, bold colours |
Collaboration Zone | 5.1 x 3.0 | Matching design & palette |
Hub Area (Breakout) | 5.0 x 6.0 | Geometric jigsaw, bold colours |
Meeting Room | 2.8 x 4.2 | Solid rust tone |
These rugs weren’t just decorative – they were functional zoning tools, helping define areas for collaboration, relaxation, and formal meetings.
All rugs were hand-tufted from 100% wool, meeting the project’s sustainability goals without compromising on luxury or durability. The colour palette was refined using our extensive POM yarn library, ensuring perfect harmony with the interior finishes.
With a tight refurbishment deadline, timing was everything. From design sign-off to delivery and roll-out, we turned the project around in just 10 weeks –testament to collaboration and meticulous planning.
Working with Whitepaper was a joy. We weren’t just suppliers—we were collaborators. I was invited into client meetings, offering guidance on design, colour, sizing, and materials. It felt like being part of the project team.
This project is a shining example of how bespoke design, architectural storytelling, and collaborative spirit can transform a space. The rugs at The Bower don’t just lie underfoot – they elevate the entire experience.
