MD meets…Lyouba Assadourova

Selecting the good examples in Design and Architecture is our primary task. Often 120 pages 4 times a year are not enough to share everything that gets our attention. In this detective spirit, we present you #MDmeets –  special video series  of #OutOfPrint meetings with some talented, successful, curious and recognizable artists, who we provoked into a Summer blitz capturing their style, thinking and creative intensity.


The question of what you want to own is actually the question of how you want to live your life.” ~ Marie Kondo

That Kondo’s quote welcomes you by entering the stylish site of – the brand of hand-woven design rugs by Lyouba Assadourova. Its meaning is naturally related to the brand philosophy of sustainable design, beyond the common industrial consumer denominator, which is represented by the qualities of the products and by the overall product performance. Such results speak for themselves that behind the brand stands a curious person who works with passion and balance in thinking of Past, Present and Future. So we hurried to meet you with Lyouba in our weekly #MDmeets edition … Her answers were so inspiring that we did not dare to cut a second. Check out for yourself >>>

Lyouba creates as a conceptual line of multifunctional items made from natural materials based on the seven aesthetic Zen principles, with the carpets being the first item on the line. If the beginning is such, what remains for the sequel. Can’t wait to see more.

THE PHILOSOPHY carpets offer an elegant mix between traditions in craft techniques and local cultures and contemporary design trends. The designer relies on small series of quality workmanship and attention to every detail. Each product embodies the connection between the product and the owner’s attitude of life, posing the question – what exactly turns one place into a home?

The carpets are made of 100% wool and the positives of this choice are many. Wool fibres are crimped, and when tightly packed together, form millions of tiny pockets of air. This unique structure allows it to absorb and release moisture—either in the atmosphere or perspiration from the wearer—without compromising its thermal efficiency. Sustainable, elastic, susceptible to handling and maintenance, and last but not least, a safe material. And the masterful hands of the craftsmen take this valuable material and give it life – a pure design, in which idea, material, aesthetics and practicality are set equally on the weaving loom.

“I am neither of the East nor of the West, no boundaries exist within my breast.”- a Rummy quote accompanying the East carpet model. And indeed, each of the four carpets models carries an individual visual and physical message that can be perceived in an infinitely different way each time you look at it. Once you have it and you touch it,  it becomes part of your very personal space.

THE WAY is committed to building relationships based on honest and transparent business practices that are aimed to seek high quality materials, to reduce consumer waste, to explore new perspectives and ancient manufacturing techniques.

Perhaps for many, these starting points sound utopian, but the success of the brand is a proof that the realistic is this realistic part of this package is actually more than the imaginary one. And above all: it is all about products that not only complement the interior but educate and stimulate a better quality of life. And this is the original essence of Design itself, right!?

More about some of the designers Lyuba mentioned in the blitz, see below:


Eny Lee

We thank Lyuba for his dedication to our initiative and the incredible answers.

Subscribe to our YouTube channel to find out who we’ll meet next time.


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