Narrative Threads Blog
Scroll through our Narrative Threads blog to enjoy behind-the-scenes insight on special projects for leading interior designers and architects.
WEAVING PLACE INTO DESIGN: A LAKESIDE HOME TOLD THROUGH CUSTOM RUGS
Situated on Lake Simcoe, the Keswick residence is a serene retreat designed for a couple embracing their golden years. Working with Elizabeth White of Elizabeth J. White Design & Consulting, Creative Matters developed a series of custom rugs to help define, ground and connect the home’s interiors, chosen not only for our original designs but for our ability to deliver with expertise. Crafting eight rugs for the space, each had its own narrative, yet all contributed to a seamless sense of place, reflecting the homeowner’s affection for whimsy, storytelling and lakeside living.
WHY WOOL IS THE GOLD STANDARD FOR CRUISE SHIP INTERIORS
The cruise ship industry is experiencing a moment of unprecedented expansion, currently valued at USD $7.67 billion and poised for further growth. According to the Cruise Lines International Association, the sector is set to surpass pre-pandemic levels this year and is projected to grow by 11.9% by 2031. As cruise lines continue to elevate their offering, every design element is carefully considered to deliver an impactful experience marked by enduring comfort.
CREATIVE MATTERS RELEASES 2024 SUSTAINABILITY REPORT: DRIVING SUSTAINABLE CHANGE
Creative Matters has released our 2024 Sustainability Report, reflecting the results of our ongoing commitment to decreasing our environmental impact. These initiatives, led by Julie Baldwin, Operations and Sustainability Lead and Teri Ly, Sustainability Liaison and Coordinator, focus on innovation in sustainability, growing demand for natural materials and a continued commitment to enhanced environmental practices at our partner mills. When we work together, we can push boundaries and create positive change.
WOVEN TOGETHER: A VISUAL CHRONICLE OF ART DAY IN NEPAL
In March 2025, Creative Matters’ Managing Partner, Ali McMurter, returned to Nepal to nurture new projects in development and deepen our connection with the artisan weavers at our partner mill. A standout moment from the visit was a hands-on Art Day. Ali led artisans through a yarn wrapping exercise intended to bridge the worlds of design and craftsmanship.
INSIDE THE DEVELOPMENT OF CREATIVE MATTERS’ STORYTELLING COLLECTION EXPANSION
Creative Matters’ Storytelling Collection continues to evolve through collaborations with Canadian artists. These handmade rugs celebrate their unique imagery by bringing them into a new life where textiles present character, dimension and tactility never imagined by the original artist. Our latest series brings the works of celebrated Canadian Indigenous artists to life as exquisite floor coverings with part of the proceeds of each rug sold going to the original artist.
CREATIVE MATTERS’ GLOBAL FOOTPRINT IS OUR COMPETITIVE ADVANTAGE. HERE’S WHY.
Creative Matters operates internationally, and our global supply chain is one of our proudest achievements. Our clients benefit from our multi-country manufacturing ecosystem, allowing us to be nimble in the face of changing trade regulations. A key differentiator is our in-house logistics team, who are able to stick-handle the complexities of the changing landscape. This team is empowered through the ability to strategically source while executing seamlessly, all while making sure we’re not compromising on our design vision. Here’s how we do it.
ANA CUNNINGHAM AND ALI MCMURTER ON GUIDING CREATIVE MATTERS TOWARD INNOVATION, GLOBAL GROWTH AND DESIGN EXCELLENCE
Creative Matters’ Ana Cunningham and Ali McMurter, co-owners and managing partners, mark the end of their first year at the helm together. As we welcome 2025, we’re looking back at major milestones and looking forward to what will come this year under their ownership and leadership.
EXPLORING DESIGN EXCELLENCE AT LES RENDEZ-VOUS DE LA MATIÈRE + FAIR(E)
In October, Creative Matters proudly joined the tenth edition of Les Rendez-vous de la Matière + fair(e). This year marked our third consecutive year at the fair, with our entire European team present, underscoring our deep commitment to the European design community and our dedication to exploring innovative material applications and design trends.
CREATIVE MATTERS UNVEILS NEW DESIGNS AT COVER CONNECT NEW YORK
Creative Matters was thrilled to participate in COVER Connect New York for the fourth consecutive year. Hosted by COVER magazine, this boutique trade show presents a curated selection of handmade floor coverings from global rug brands. This year, we enriched our collections with a stunning array of meticulously crafted designs and sophisticated new colourways, expanding the Vista, Vanguard, Arcadian and Macrame collections.
SAND MEETS OCEAN IN OUR HARMONIOUS FLOOR COVERINGS FOR GOLDWYNN RESORT & RESIDENCES
In 2021, in collaboration with DIALOG, we started one of our largest projects, designing custom floor coverings for the Goldwynn Resort & Residences in the Bahamas. Our work encompassed the guest suites, master suites, corridors, atrium, lobby, restaurant, and banquet areas. We produced a range of techniques using a variety of fibres for the project, crafting harmonious floor coverings that enhanced the resort’s magnificence and relaxing ambiance.