When Lila Valadan of the eponymous Hamburg-based rug brand put on the spectacular ‘The 4 Seasons by Lila Valadan’ installation at Domotex Hanover in January 2020, most visitors were blown away by the scale and detail of the display. It filled four large constructed rooms. In my review in COVER 58, I wrote, ‘Words do not do justice to Valadan’s exhibition, which was designed with all the senses in mind and was truly something out of the ordinary.’ I mused on whether we’d see other such exhibitions at the 2021 show (little did I know COVID-19 was about to go global) and asked what could possibly trump that display. It seems that Valadan has the answer for Domotex 2024.
In planning for two years, at Domotex Hannover 2024, Lila Valadan and her son Shayan Naziri are to put on an exhibition to rival their previous endeavours. Based on a Persian painting of the same name, ‘Night Time in a Palace’ is set to be a mesmerising experience looking at traditions, weaving, art and emotion.
In COVER 57, Lila Valadan said ‘rugs have a story to tell. As one of the oldest crafts of humankind, they contain mystery and wisdom.’ The story of rugs will be told once again by Valadan, someone who is continually able to turn her ideas into reality, and show us the story of rugs, a story that needs to be understood.
Q&A with Lila Valadan and Shayan Naziri
What does the exhibition title ‘Night Time in a Palace’ allude to?
The exhibition is based on a Persian painting from the 16th century, which is also titled Night Time in a Palace and is housed in Harvard Art Museums. It depicts the nightlife at the court in all its splendour. From this painting, we have developed an exhibition concept, hovering between day and dream, which designates the visitor as the protagonist of the scene. Like a melody, a series of art installations has been created, representing a tour through a fantasy palace.
Does the exhibition follow on from your installation at Domotex in 2020?
While not a conceptual departure, it adheres to the same philosophy by offering a primary source of inspiration on crafting experiential spaces centered around rugs.
What message are you delivering to the rug world and a wider audience with this exhibition?
First and foremost, the exhibition ‘Night Time in a Palace’ showcases the cultural richness of rug art and how we, as an industry, can leverage it. Rugs have a long-standing tradition, embodying culture, mystique and symbolism. We believe that few, if any, other crafts are as profound. We see this as a hidden superpower. Secondly, the exhibition also illustrates how to bring this tradition into the present, presenting visitors with a symbiosis of rug craftsmanship, design and art. We believe that tradition must always live in the present and that it is our duty to carry on and evolve the tradition in our own way.
Is storytelling an important part of the display?
The exhibition unfolds as a narrative, designed to lead visitors on a captivating journey and evoke emotional resonance. When marketing behaviours are dissected, it’s clear that people seek outcomes, not just products. Their purchase decisions are driven by the anticipation of the emotions they desire. Since the true emotional experience occurs post-purchase, it becomes crucial to prelude that encounter for the audience. This is the juncture where we can profoundly influence and mould the choices of buyers.
Do you think companies need to be more creative with how they display and market rugs?
We consider this aspect crucial because, devoid of context, everything loses its significance, reduced to mere objects with purely quantitative value. This approach dehumanises the creative endeavours, cultural richness, traditions and craftsmanship. In an ideal scenario, customers invest in rugs for the values they represent—the rug serves, in essence, as a medium to convey these values. Placing the sole focus on the physical product risks commodifying our craft, diminishing its inherent depth.
How will you be telling the story in ‘Night Time in a Palace’?
We prefer to maintain this as a surprise and allow visitors to unravel the answer for themselves. Within Hall 3, a big cube stands, concealing a realm of mystery behind its walls. We guarantee that ‘Night Time in a Palace’ will stand as an unprecedented event in the history of Domotex. The exhibition unfolds like a harmonious melody, where each room is intricately tuned to resonate with the others, creating a symphony of art installations.
Which rugs will be part of the exhibition?
We feature various individual designs created specifically for the exhibition. This includes neo-classical Persian rugs, creative wall-art, contemporary flatweaves and unique vintage rugs. Essentially, each installation has been built around the carpet. With this approach, we aim not only to adhere to a time-tested interior design principle—start with the rug— but also to demonstrate how carpets can be used thematically. The exhibition orchestrates the interplay of carpet weaving, design, art and experience.
What most excites you about the display you have planned?
After nearly two years of dedicated work on this exhibition, what excites us the most is the anticipated reaction of the visitors. Opening our doors is something we eagerly await—the exhibition is truly a labour of love. It not only reflects a part of who we are but also unveils the showroom of our dreams. It’s crafted with the visitors in mind: we envision each guest getting lost in the rooms while discovering something uniquely personal. Our goal is to take visitors on an emotional journey—a poem without words.
Is this exhibition idea something that you will keep working on in different venues?
The exhibition primarily serves as a creative platform and a source of inspiration. We aim to demonstrate how carpets can be presented, and hope that visitors can draw their own ideas from it. The exhibition is part of a larger mission, the Peacock Project. We are planning a series of stunning exhibitions that, through creativity, cultural richness and design, will further strengthen societal interest in carpets. As part of this initiative, we plan to export our exhibitions after the premiere at Domotex. We are already in talks with some museums and curators but are primarily interested in assisting our customers and retailers in creating new thematic worlds at the point of sale.
‘Night Time in a Palace’ will be at Domotex Hannover, Hall 3, 12–14 January 2024.
