- Art & Design
As a Belgian family business, JOV manages to distinguish itself with their attention to maximum precision and the smallest detail for its creations: high-quality handmade rugs. Each of the designs consists of a strong and pure character from only the best natural materials. We would like to take you through their recent collaboration with renowned British architect John Pawson whose work is known for its minimalist aesthetic.
The small-scale company JOV brings interiors to life with its handmade rugs. With influences from around the world, the company designs and produces beautiful, timeless rugs. With nature as the basis of each of their rugs, synthetic raw materials are taboo. Thus, only high-quality materials such as wool, natural silk, linen, mohair and cotton are used. Even more, for the design of the rugs, colours, shapes, and textures from nature serve as one of their main sources of inspiration. The use of these materials not only looks beautiful but also creates optimal comfort. Furthermore, the well-considered colour palette and craftsmanship create unique designs that have gained international acclaim. With one of their rugs, you are sure to bring home a unique design that will last a lifetime thanks to its timeless elegance and high-quality materials. 
Their rug designs are hand-tufted, hand-woven, hand-knotted or knitted with great attention to detail. On average, a square metre contains up to five hours of handwork. In addition to his own collection, with the 'Signature Collection' the designer always seeks unique collaborations with both fashion and textile designers such as with Evolution21, Ben Beirens, Wim Bruynooghe, Jessie Lecomte as well as John Pawson recently. Flexibility is at the heart of every step of the production process, from timing and delivery, to the creation of an exclusive carpet according to personal preference, or even a completely personal design. The JOV team sets the bar high with every design and stands for quality and durability. We are therefore not surprised that every design turns out to be a success story. 
‘The deliberate colour palette and craftsmanship create unique designs that have gained international acclaim’
At first glance, a carpet may play a slightly discreet role within interior design, but it is no less important for that. There are several things to consider when choosing one. Above all, it should form a nice serene whole in your interior. JOV responds to this by designing carpets that match all possible surfaces. A carpet can also serve to fill up a room: if you have a lot of space and the room looks empty, a cosy rug immediately adds a nice portion of warmth. Moreover, it also improves the acoustics in the room. All assets that prove that carpets are a non-negligible part of a successful interior decoration. Artisan craftsmanship also more than finds its place in contemporary interiors. In short, these are designer items made according to traditional techniques. We spoke to Gilles Vandenbussche, CEO of the family business, about his collaboration with architect John Pawson.
You can read more in the summer 2023 edition of Imagicasa Magazine.
Photography by Cafeine