Nomad Studio designs design rugs from upcycling materials and is aiming to redefine the image of recycling and upcycling in the interior industry. The founder Jutta Werner started her own design office at the age of 23. She has traveled the world for more than two decades to help shape international brands in various creative areas.
With the Nomad Candy Wrapper Rug she won the German Design Award 2019 and with the Rubber Rug den Green Product Award 2021. In an interview with Haus von Eden, Jutta Werner talks about the idea behind her brand and how Nomad makes upcycling luxurious, tasteful and meaningful.
"Luxury and upcycling are not contradictory. Upcycling can be tasteful and desirable, above all, it can shape our daily lives and promote positive global change"
Source & Copyright by Nomad
How did you come up with the idea to found Nomad?
In 2013 I traveled to India for the first time, where our rug production is now located. A coincidence led me to our first, surprising design, the Candy Wrapper Rug. This carpet made of candy paper and new wool is the heart of the Nomad collection. For the first time we made the rug public at the Domotex fair in Hanover in 2018 and it was recognised as the trade fair innovation. Dealing properly with leftovers has always been my thing, also in architecture. That's why founding Nomad was only logical to me. Since it was founded in 2020, the family of customers and creatives has grown steadily.
What is the current image of recycling and upcycling in the furniture industry and how would you like to change it?
Our impression is that when consumers think of upcycling, they think of something that looks like nature. Often a little unsexy. At Nomad, we believe in innovation, in crossing boundaries and in redefining the image of recycling and upcycling in the interior sector. Our goal is to create design products with a special feel, a unique look and a meaningful story. Luxury and upcycling are not contradictory. Upcycling can be tasteful and desirable, above all, it can shape our daily life and promote positive global change.
Source & Copyright by Nomad
Rugs made of candy wrappers or bicycle tubes, what are the possibilities and limits of upcycling in interior?
At the moment I only see very few limits in craftsmanship. Limits come with scaling up. I see that even in large international companies, for which I work as a consultant and curator. Changing production processes and supply chains takes time and budget. The social pressure increases and everyone is forced to deal with this topic. Many companies that have the power to do so take it honestly. Unfortunately, there are others who use it more as a marketing tool.
You combine natural materials with upcycling fabrics to get that special look, what are challenges and where did this idea come from?
The idea of combining candy wrappers with virgin wool, for example, came from the material itself. Each material has its own special properties. The candy wrapper yarn reflects light, is unpredictable and lively like a happy child. I have put a calm “parent” next to this material: virgin wool. She is warm, natural, calm and quiet, with the best properties.
The combination of these different materials creates a tension. As with an excellent dish, the skilful combination of different raw materials makes something tasty. The challenge is to process and control new materials. This needs experience, time and perseverance.
Source & Copyright by Nomad
You produce in India and thereby support Indian communities, what are the reasons for this?
There are several reasons for this. I have worked in weaving mills in Europe and also in India for many years. Some products can only be made by expert hands, which we find in India. Production in India has different backgrounds for Nomad. We love the country, appreciate the craftsmanship of the weavers and find our raw materials there, which then become the central element of the designs. We want to exchange cultures and learn from one another. It is also about tolerance and broadening the horizon for everyone involved.
What kind of change do you expect from the interior industry in future
Just like other industries, the interior industry will also transform. We will deal with other materials for sure. At some point, sustainability will be as normal as brushing your teeth, but there is still a way to go. For example, the use of spinneret-dyed acrylic yarns reduces energy consumption by -94% from 0,8 to 0,043 kWh / kg compared to conventional dyeing processes. Changing processes costs money. Especially for large companies its not easy to make these kind of changes - but it is inevitable. Certificates such as "The Blue Angel" in Germany are also gaining importance.
What can we expect from Nomad in the future?
From Nomad, you can expect much more than just fair interior products. Nomad stands for openness and solidarity, appreciation, attention and of course travel. We want to be a LOVE brand for interior, inspire, encourage and let our whole Nomad family be part of our knowledge and network. We want to redefine luxury. Upcycling in the luxury segment has something to do with mindset. The knowledge of international high-end design combined with the appreciation of leftovers - this is what our brand stands for.
