Description

White Noise

Real visionaries conquer all: the world for them is a blank canvas to embody their bold ideas and change the usual perception. Our case confirms this: visions and approaches of SAG (TOP-3 carpet producers in the world) and Depot branding agency (N1 in Russian branding) became a seamless fusion inspiring a collaboration on a new carpet collection.

Creative team developed the concept and the design while SAG brought the idea to life, having placed the limited edition carpets into production. The collaboration became a unique instance when a branding agency together with its client creates a tangible art object people can see and feel.

Working on the project the authors thought about the past and the things that shaped home comfort beforetime. A carpet used to be one of them: its patterns stirred up imagination, becoming a whole world for generations. In the time before TV and Internet, a carpet was a doorway to fantasy, to endless illusions born with our perception.

Then Television appeared and became a window to the world, uniting families and countries. But as time passed it turned into just a background, white noise having no sense any more.

The creators reinterpreted this phenomenon uniting two cultural epochs in one object. This is how White Noise carpet collection was born. It was made by people who once stared at the carpet decoration and learned to dream. Today we revive this experience without traditional ornaments. Instead of them the carpets are decorated with «the noise» –  abstract and infinite as today’s media stream.

In 2024 at TAF! international advertising festival SAG introduced a large scale rebranding and also showed the exclusive White Noise collection together with the second collaboration devoted to the beauty of metropolis.

Credits

Команда SAG:
Абдухалимов Ойбек - Маркетинг директор SAG
Кенджаева Мохитобону - Бренд продюсер
Умаров Азим - Арт директор
Маматкулов Санжар - Маркетолог аналитик
Ахроркулов Амир - Бренд менеджер
Файзуллаев Хасан - Старший дизайнер

Команда Depot:
Фархад Кучкаров — директор по стратегии,
Алина Васильева — автор коллекции ковров Urba,
Роман Беляев — автор коллекции ковров White noise,
Полина Сергеева — арт-директор,
Андрей Анисимов - арт-директор
Максим Копелюк — дизайн сайта,
Александр Жегулов — копирайтер,
Елена Кузьмина — старший руководитель проектов.