I've Finally Identified the Rug That’s Been Dominating My Instagram Feed – Meet The Folding Ribbon Rug, and Find Out Why Designers Are Obsessed With It

A study room with a large rug with pink zig zag stripes and a brown background, teal painted bookshelves holding many books, and a wooden chair and an accent table in the middle of the room.

Have you ever noticed that once you find something new, it suddenly starts popping up everywhere? That's exactly what happened to me with this very specific, very bold piece of home decor that's taken over my Instagram feed: the Nordic Knots Folding Ribbon Rug.

Designed in collaboration with art and design atelier Campbell-Rey and Swedish textiles company Nordic Knots, the Folding Ribbon rug is a vibrant style that might look modern in design, but is grounded in historical references. 'We were inspired by the Gustavian style, often referenced as the neoclassicism of the North,' Charlotte Rey and Duncan Campbell tell me of this collection which, aside from the Folding Ribbon rug, consists of the Climbing Vine rug and the Garden Maze rug. The zig-zag, or folded ribbon motif, is Charlotte and Duncan's interpretation of ribbons and swags that adorned traditional 18th-century Gustavian furniture.