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Our headquarters in Morocco

Our story

Like a river flows

We're thrilled to reveal a first look at our transformed headquarters in Tameslouht just outside of Marrakech, in the pages of this month’s Architectural Digest.

Date

July 9th, 2024

Author

Beni

PHOTOS

William Jess Laird

VIDEO

Iván Varela Suárez

The Irish poet John O'Donohue once said: "I would love to live like a river flows, carried by the surprise of its own unfolding." A kindred echo of reflection and gratitude is ringing throughout our offices this summer.

We're thrilled to reveal a first look at our transformed headquarters in Tameslouht just outside of Marrakech, in the pages of this month’s Architectural Digest, authored by Sam Cochran. In the story you can see our design studio, weaving workshop, and showroom, all housed under one roof — the first vertically-integrated studio of its kind in Morocco. "It’s a place to come, be inspired, and see the richness that goes into making a product,” not to mention “there are the rugs themselves—multicolored features of warp and weft that have won over design lovers around the world,” says Sam Cochran.

As Sam put it in the story, our approach "streamlines Moroccan rug-making realities, bringing stability, community, and economic opportunity to what has historically been a solitary and uncertain pursuit.”

The truth is, our team is what makes Beni and every rug produced here in Tameslouht worth its weight in salt. Without every hand that we're privileged to have on deck — our weavers, washers, sellers, and shippers — we would be lost at sea. It's this togetherness that guides us because everything worthwhile is worth doing with other people. With them you can break the fourth wall of isolation and tap into something infinite, something ancient.

"Heralding authenticity in a world rife with shaggy fakes," our practice is rooted in duality, honoring ancient techniques while leaning towards the future.

Follow along in the coming days as we share more from the story online now at AD.com — until then, infinite thanks are due to Sam Cochran, Amy Astley, William Jess Laird, Colin King and every member of the Beni team.

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