In 2010, Mario Severin and Patrik Salewski, the clever chaps they are, had but one thing on their minds: to make excellent, world class carpets. And so miinu sprang to life. But carpets? Rugs? What could possibly be interesting about such, well, flatness?
It’s true. We don’t pay nearly as much attention to what is under our feet as we do to, say, what’s around our feet or adorning our neck or wrist. But a carpet doesn’t have to be just a doormat. It can be so much more. A status symbol, a source of enrichment, a friend, an under-foot comfort blanket, relaxation for the eye, inspiration for the soul.
Good carpets have to be so good that even God would abseil down to earth to get one. And as you know, God is choosy! He knows his stuff. Not a trick anywhere in the world that He hasn’t seen. Can’t pull one over on Him!
But that’s something miinu has never done. They’ve never faked it. No smoke and mirrors here. For them, grasping that second wind and thinking outside of the box has always been more important than flashy first impressions. Because at miinu, they care about quality. In production and in design. Custom-made, original and individual solutions. Severin and Salewski are rolling out the big boys with the new collection SOUL. WORKS. The new editions are free, fresh, bold and infused with every emotion in the world. Because honestly, why copy someone else’s idea when you can think up your own?
Exactly. And that’s what you see in miinu carpets. They don’t mess around. It’s about bringing passion and potential down to earth and reconciling modern times with traditional craftsmanship. Carpets that are born of the wildest dreams – but realised, at a very high level, in the realist of realities.
miinu. Where soul works.
miinu is at home in the Ruhr region. And in Nepal. And in India and Portugal. And in Turkey. Pretty much all over the world people are working with love and great technical expertise to make these carpets. And all these influences, nuances, leave their mark, in the most inspiring ways, on each and every one of their creations. From day one at miinu, traditional craftsmanship have been carried over into modern times. The first miinu carpet was called Industrial. Over a period of up to six months, 50-year-old handmade Persian carpets were treated to repeated coatings of yoghurt and lemon juice, and then laid out to bleach in the scorching hot sun. And, hallelujah, it was not only an rather outstanding example of complete battiness but an outstanding example of complete battiness that worked, and went on to hit the world of interior design like Haley’s comet.
Now everyone knows those patchwork carpets, even the cheap copy-cats, but as far as quality goes, miinu is still today, in 2014, an inimitable one-of-a-kind. The main reason for this is the craftsmanship. miinu carpets are still made by hand. Too much is lost if you machine produce. And for miinu, the quality ladder is there to ascend, never descend. Sounds presumptuous, but if standards aren’t hung high, they’ll never amount to much. And to reach those goals, miinu relies on the expertise and infinite experience of specialists from all over the world and their knowledge of traditional carpet craftsmanship. No one can overcast better than this one family business in Nepal, no one can dye carpets the way our partners in Portugal do. And after many centuries, the secret Indian craft of carpet weaving using natural fibres still remains unequalled in its delicacy anywhere outside of the subcontinent. The carpets are a living testament to these ‘love hands’. Even if they are destined to be trodden on. The world is strange. And beautiful. And strangely beautiful. So are our carpets. Nothing’s safe – at least nothing that’s exceptional. Shapes, colours, styles and craftsmanship. Such straightforward philosophies are the best, aren’t they?
But it doesn’t matter how intellectual or spiritual they are, the main thing is we’re not producing any bulk goods. After all, nature also only produces standard nature when it really has to. And the same holds true for miinu. The basis always brings together skill, knowledge and craftsmanship: the roots of every form of quality there is. This is then wrapped up in a decorative shell of design, expressiveness and inspiration: unchained beauty at its best. No single carpet is born of a single purpose or a single thought. They are in all cases a hotchpotch, melting pot and wonderfully beautiful chaos or marvellous racket – even when they feature just one colour.