Creative Matters Inc., a Toronto-based luxury floor and wall covering design firm founded in 1988, has earned global acclaim for its commitment to high-quality, fair-trade craftsmanship. Under the leadership of Managing Partners Ana Cunningham and Ali McMurter, the company has built a reputation for creating bespoke designs for prestigious clients such as La Samaritaine, Gucci, Louis Vuitton, and Dior. Creative Matters’ custom carpets and wall coverings redefine luxury interiors, blending artistic excellence with ethical production practices.
Transformative Retail Design
Creative Matters’ work goes beyond aesthetics; the company creates floor coverings that tell stories and enhance the ambiance of retail environments. For clients like Gucci and Louis Vuitton, each custom piece is designed to integrate seamlessly with the space’s architecture and brand narrative. “People come to us because of our craftsmanship and our ability to translate their vision into reality,” said Cunningham. “Our team’s expertise in colour, texture, and design ensures that each project reflects the unique vision of our clients.”
Noteworthy Projects and Collaborations
Creative Matters has been trusted with creating floor coverings for some of the world’s most iconic spaces:
• La Samaritaine (2021, hero photo in this article): In collaboration with Yabu Pushelberg, Creative Matters crafted 19 custom carpets for La Samaritaine’s grand reopening in Paris. This two-year project, led by Cunningham and Hardelay, included striking blue and pink atrium carpets, hand-painted rugs for the jewelry department, and bold contemporary pieces for men’s fashion. The rugs blended traditional craftsmanship with modern design, enhancing the store’s grandeur and luxury appeal.
• Bergdorf Goodman’s Jewelry Salon (2015): Creative Matters designed the largest handmade carpet in its history for Bergdorf Goodman’s New York jewelry salon. Led by Ali McMurter and designer Sarah Stevenson, the project required precision and artistry to create a shimmering, durable carpet inspired by antique mirrors. This piece elevated the salon’s intimate and grand atmosphere.
• Holt Renfrew (2015): Working with Janson Goldstein and Holt Renfrew’s team, Creative Matters developed 10 unique floor coverings and a wallcovering for the luxury retailer’s Square One store in Mississauga. Each piece, from a handknotted wool and Matka silk carpet in the men’s shoe department to a custom broadloom for the women’s section, was crafted to fit the brand’s aesthetic and functional needs.
Innovative Sustainability with Eco-Ax
Creative Matters recently introduced Eco-Ax, a 100% biodegradable woven Axminster carpet made from undyed wool and jute backing. This eco-friendly product offers a glue-free installation option, enabling it to biodegrade within 12 to 18 months. “Eco-Ax is a commercial alternative to synthetic fibers like nylon, aligning with the industry’s sustainability goals,” Cunningham explained. The company continues to explore upcycling and recycling options to further minimize its environmental impact.
European Expansion with a Brussels Office
Recently, Creative Matters strengthened its European presence with the establishment of a permanent office in Brussels. Clémence Hardelay, Director of Design Europe, leads this branch, supported by Senior Textile Designer Laurie Francois. This expansion aims to enhance the firm’s ability to serve clients locally and deepen its relationships across Europe. “Clémence had been building strong connections in Paris prior to the pandemic. Establishing a local office made perfect sense for us to continue delivering high-touch service to our European clientele,” explained Ana Cunningham.
The Brussels office plays a pivotal role in growing Creative Matters’ influence throughout Europe, from Paris to London. “We’ve been connecting with interior designers through trade shows like Paris Design Week and Milan Fuorisalone, which helps us expand our roster of luxury-focused collaborators,” Cunningham shared.
International Reach and Localized Production
From Asia-Pacific to the UAE, Creative Matters has seen significant demand for its luxury floor coverings in high-end hospitality, residential projects, and luxury yachts. The firm’s growth in these regions showcases its adaptability and ability to tailor designs to local tastes while maintaining their signature craftsmanship and quality. “Whenever possible, we choose production facilities strategically based on the project’s location to minimize our carbon footprint,” noted Cunningham. This approach underscores Creative Matters’ commitment to sustainability and thoughtful sourcing.
Creative Matters has leveraged trade shows like Paris Design Week, Rendez-vous de la Matière, and Milan Design Week to connect with high-end designers and showcase their artistry. The Brussels office has facilitated relationships across Europe, particularly in London. “Trade shows are essential for expanding our network and collaborating with like-minded designers in luxury residential, hospitality, and retail projects,” said Cunningham.
A Vision for Future Growth
Creative Matters’ future plans include deepening their presence in Europe, with a focus on expanding their market in Brussels, Paris, London, and potentially Germany. The firm is also strengthening its influence in the U.S., with ongoing projects on the East and West Coasts. “We’re excited by the opportunities ahead and remain dedicated to our commitment to craftsmanship, sustainability, and innovation,” Cunningham concluded.
