An ABC creature or just creepy!?

One of my favorite places to go to in New York when it comes to impeccable interior design ideas and inspiration, is ABC Carpet & Home. I just love the out of the ordinary design ideas, the thoughtful details in every corner of the store on Broadway (Union Square) and the unexpected angle of how you can put together different styles. But when I saw this ad in The New York Times Style Magazine in December 2013... I was shocked. 

This campaign does not even reflected anything that I would put in context with homeyness, coziness, or for design sake - provocative new ideas. The print ad is even darker than this example here and the claim 'not a creature was stirring…' mad me shiver.

ABC Carpet & Home is known for a more morbid approach when it comes to their campaigns. Especially now, after they came up with the idea to combine past, present and future and the collaboration with the Brooklyn Navy Yard underlines it even more.



For the latest shoot with photographer Amber Gray they choose the Navy Yards Hospital to embody the 'no shadow without light' idea. Built in the Greek Revival style in 1838 by Martin E. Thompson it has those special storytelling qualities by its self.

The architectural details in every room of the house are stunning.

But do you want to live (like) in a hospital?

When ABC Carpet & Home launched its latest rug collection in 2013 they remained true to the awkwardness by a very creative style in a very sophisticated way.

The famous photographer, Jason Madara shot in the still of the night on a Long Island estate in East Hampton a fabulous campaign. What a great idea to capture carpets outside their natural habitat…right!?

The San Francisco based photographer is known for capturing moments as performances. He and ABC's art director Angela Gruszka spent four month on creating this concept. The team was on the set from 7pm to 4am two nights in a row to deliver one of the most creative approaches when it comes to still life shots.