Heritage Craft, Reimagined. Complimentary Global Shipping. Free Trade Certified.
We value the practice of rumination, the pace of gardening, and the courage it takes to see the forest through the trees. We swim against algorithms, sedimentary beliefs, and self-serious sophistication. Interwoven throughout everything is a reverent sense of curiosity and a wholehearted respect for tradition.
Of this time and another
Threading the needle of the past through the present, our facility is the first of its kind in Morocco, combining all parts of the process – designing, weaving, washing, drying, showcasing and shipping – into one wondrous instrument.
With the spirit of place
Filmmaker Agnes Varda once said that if we opened people up, we’d find landscapes. Inside of Beni exists a vision of Morocco, somewhere between then and now with dreams of what’s coming next.
And a tender touch
We value humanity over machinery — things aren't meant to move at the speed of light.
Sunrise to sunset
The sweetest things in life move slowly, like honey traveling down the ribs of a glass jar. Set to a soundtrack of songbird roosters, all of our rugs are dried under the desert sun in the courtyard on site.
In right relationship
Every collaboration has an intention from the High Atlas sheep we shear humanely to the designers, artisans, and family businesses we support.
Like notes that shape music
Both of our weaving techniques — flatwoven and knotted — are entirely idiosyncratic with each and every style customizable and made to order.
It's a state of mind
Saturated in color and sun, we brew our tea overlooking the curvature of the Atlas Mountains. We welcome visitors all year round.
Everything worthwhile is done with other people. With them you can break the fourth wall of isolation and tap into something infinite, something ancient. We believe in the strength of togetherness and of collaboration not as a means to an end but as a way of survival. Hand in hand, we plant seeds for the future and tend to them with wonder and gratitude.
Washing
Washing
Where the magic happens. Our expert team’s deft touch at washing creates uniquely soft, decadent rugs. Each finished Beni rug is washed up to five times and dried on handmade racks under the desert sky. Our proprietary washing process took us three years of research and development to perfect. The top secret process locks in color fastness while breaking down and softening the wool’s natural fibers to achieve a lustrous sheen and velvety feel. Bring on the lounging.
Where It All Comes Together
Where It All Comes Together
Located on the atmospheric Route to Amizmiz, the Beni Studio is about 30 minutes from central Marrakech. Overlooking the High Atlas Mountains, we’re nestled in a verdant garden of olive and fig trees, sweet jasmine, and a sandy petanque pitch, not to mention an office pup or two.
Our Team
Weavers
85
Looms
55
Washers + Menders
12
The Studio
Opened
May 2022
Sqft
8,000
Location
Tameslouht, Morocco
Tiberio
We make each rug just for you and your own version of home, and can’t help but imagine where it will live - by a crackling fireplace in a softly lit living room, next to your bed to welcome you back to the world in the morning light, or under a dining table filled with family, friends (and lots of candles).