Sahrai, Milano Design Week
Milan, Italy
April 07, 2025 from 10 am to 7 pm

A journey involving all five senses through the Sahrai family heritage which, since 1830, has been inextricably entwined with the Persian carpet tradition and now addresses a brilliant future of innovation with the new generations. Sahrai Milano, a prestigious company dealing in antique and contemporary luxury rugs brings an unprecedented experience to the Milano Design Week, to be staged at the firm’s two showrooms in Via Manzoni. In the showroom of Via A. Manzoni 38, Sahrai Senses is an immersive and sensorial experience recounting the carpet tradition thanks to a most visually impacting contemporary installation. Just a few steps away, the showroom at Via A. Manzoni 45 hosts Sahrai Lifestyle, a carpet innovation workshop where the new capsule collection dedicated to denim will be presented.

Sahrai Senses draws inspiration from the Sahrai family’s own story, a tradition dating back almost 200 years in the carpet business. This sensorial experience unfolds on the premises of the firm’s showrooms which have been completely transformed to celebrate the beauty of the Persian culture and its luminous influence on the Sahrai collections. The sweet scent of roses, the symbolic flower of the Persian tradition, will accompany visitors throughout their experience of discovery and amazement. At the centre of the scene, a striking Infinity Rug is brought to life by evocative video projections. When unrolled, it presents some priceless items, authentic works of art: the antique rugs, collected by the family down through the centuries, are flanked by some precious and elaborate carpets from the Parsa collection of contemporary production, employing the most refined manufacturing techniques. A constant revelation culminating in the most significant item of the Sahrai collection, which has never been exhibited in public before today: an incredible XIX century Heriz, exquisitely hand-knotted in natural silk, which was commissioned by His Majesty Naser al-Din Shah Qajar, Fourth Shah of Qajar Iran, destined for use as a curtain to be hung at the entrance to his wife’s bedroom.

However, it is in the adjacent Secret Chai Room that the Persian culture is expressed. The traditional tea ceremony symbolizes a century-old custom of hospitality, the special welcome reserved to visiting friends: the Sahrai family’s homage to their guests. In the Chroma Gallery, visitors are then immersed in a kaleidoscope of colors – an AI-enhanced video projection in which the thousand (and more) shades defining the marvelous rug patterns create an enchanting experience. The visit continues at no. 45 with the Sahrai Lifestyle, where Sahrai experience, skill and flair translate into contemporary collections: here innovation and research are highlighted, together with the unfailing quality of materials and manufacturing processes. This space, which hosts the Sahrai workshop of ideas and inspirations, will be presenting the Denim on Denim Capsule Collection, entirely produced from 100% recycled denim garments derived from the fashion industry. Renowned for its innovative approach and constant commitment to exploring new frontiers, Sahrai is staging a Live Workshop for the entire week, providing visitors with a full immersion in the process of rug design, from the original concept to the choice of textures, comprising the creation of a customized prototype.

more. www.sahrai.com