Designer Ross Lovegrove, who created a rug for Moooi from a photo of seaweed taken with his iPhone, claims the Dutch design brand's new hi-definition carpet company could lead to softer interior spaces with better acoustics.

Moooi launched a new company called Moooi Carpets in Milan in April 2015, where this movie was filmed. The inaugural collection of photo-realistic designs included carpets by Studio Job, Ross Lovegrove, Neri&Hu and more.

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