#IndustryCollaboration: Bringing the ideas of young local creatives to life

In an inspiring partnership, Airloom collaborated with Cape Town Creative Academy (CTCA) third-year students in a competition during the second term of 2023. The aim was to bring the imaginative ideas of young local creatives to life through a range of South African kids’ printed rugs, focusing on imaginative play and authentic storytelling. This initiative may soon extend beyond rugs into other homeware products, enriching children’s play environments with creativity and innovation.

Meet Jané Louw: The visionary behind ‘Pond Life’

One of the winners of this competition is Jané Louw, whose ‘Pond Life’ collection beautifully encapsulates the essence of imaginative play. Jané shares her inspiration behind this enchanting collection:

“When I first saw the brief for this project, it took me back to my favourite childhood games, where the rules were made up as we went along, making every game unique and endlessly entertaining. Children engage with their surroundings in a way that indulges their fantasies. Some of my most cherished memories include playing ‘The Floor is lava’ with my brother and crafting fairy houses out of sticks and leaves in our garden. This project inspired me to create a rug that could similarly spark imaginative play in children’s lives.

I envision children interacting with these rugs in countless creative ways. The ‘Pond Life’ design invites kids to explore different worlds and engage in storytelling. The various elements of the pond ecosystem can inspire games of discovery, counting, and memorisation. It was crucial for me to consider children’s intimate relationship with the floor—this is where they pour out their toys, play board games, and wrestle with siblings. This space deserves to be celebrated as a destination, not just an afterthought.

I hope to see parents encouraging their children’s imaginations, helping them build rich, fantastical worlds. My parents’ dedication to reading me stories fostered my creativity, and I believe families can come together to enjoy the interactive nature of my design. Since there is no set game or activity tied to the rug, it can appeal to all ages, allowing endless possibilities for play.”

Printed on ultra-fine soft polyester, Airloom’s Printed Collection rugs add a splash of colour and fun design to any space. They also feature a built-in non-slip backing for safety. The ‘Pond Life’ rug is a part of the Airloom X CTCA EDIT Collaboration, merging artistic innovation with functional design.

About Airloom

Brainchild of a husband and wife team, the idea of Airloom was formed when they went in search of a rug for their own home. They were looking for something that was beautiful, functional, and that didn’t break the bank… a rather tall order, it turns out. And so, out of many a fruitless rug shopping trip, the idea for Airloom was born in 2012. With a background in the flooring industry, Airloom has now grown and evolved to offer a wide range of flooring and other home decor items.

Their collaboration with CTCA exemplifies their commitment to fostering creativity and supporting local talent.