Case Study: Asma Nadeem, Bengaluru (2025)
When interior designer Farah of FADD Studio set out to design the interiors of Asma Nadeem in Bengaluru, the brief was clear: the room needed a standout piece that celebrated traditional design. The client wanted an interior where every detail radiated elegance, with one central element tying the entire space together. That focal point turned out to be the rug, an area where Obeetee’s craftsmanship and skill became essential.
Background & Vision
The designer’s mood board focused on timeless tradition, showcasing deep hues, intricate patterns, and the visual richness that only heritage-inspired design can offer. The rug was not just an afterthought; it was intended as a work of art, anchoring the room and setting the tone for the overall design.
Obeetee’s role was straightforward but crucial. They needed to provide options that fit seamlessly with the design vision and test them in the actual setting. Once the selected carpets were laid on-site, the choice became almost immediate. The design team knew they had found the perfect match.
Rug Design & Development
For this project, the rug wasn’t custom-made but selected from Obeetee’s existing collection. The JJ Valaya collection stood out, known for its royal motifs and traditional designs. Valaya’s works exude a sense of Indian grandeur redefined for modern spaces.
Since the designer had already established a specific color palette and mood board, the selection process focused on finding a piece that could complement and enhance the area. The chosen carpet, featuring traditional motifs and rich hand-knotted textures, perfectly matched the overall narrative.
Craftsmanship & Technical Details
The carpet was hand-knotted, a technique that forms the foundation of Obeetee’s legacy. Each knot was placed with care by skilled artisans, ensuring both durability and refinement. While this project involved a single carpet, the same commitment to craftsmanship and quality control applied as it would in a larger project.
Hand-knotting is not just a method; it represents patience, skill, and artistry. Hundreds of hours and multiple artisans contributed to creating a rug that truly stands as a statement piece, just as the client envisioned.
Installation & Execution
The installation phase went smoothly and efficiently. Since the project involved only one carpet, there were no logistical challenges. Obeetee’s installation team worked closely with Farah’s design studio to ensure the rug was placed at the right time during the room's setup. Once installed, the transformation was immediate; the rug anchored the space, giving it a sense of completeness and elegance.
Unique Features & Highlights
What makes this project notable in Obeetee’s portfolio is its simplicity in scale paired with depth in impact. With just one rug, the entire mood of the room improved. Instead of layering multiple elements, the design relied on one powerful piece to carry the weight—this showcases the strength of good design and excellent craftsmanship.
The use of a JJ Valaya design also added cultural richness, introducing traditional artistry into a contemporary hospitality setting without sacrificing elegance or modernity.
Impact & Reception
The outcome thrilled both the designer and the client. The rug didn’t just meet expectations; it surpassed them, creating the desired statement while adding warmth and character to the space. Although the project hasn’t yet appeared in publications, its subtle impact makes it worthy of future recognition.
Reflection & Legacy
For Obeetee, this project reinforced a key lesson: the value of curation. Sometimes, it’s not about creating something entirely new, but about offering the right options and guiding designers to pieces that fit their vision.
This project also reaffirms Obeetee’s belief in craftsmanship as legacy. A rug like this represents more than décor; it is something that can be passed down, treasured across generations, and remembered as part of the space's story.
Most importantly, this collaboration marked the start of what looks to be a long-term relationship with FADD Studio. If one rug can make such a difference, the future possibilities are endless.
