Promotion: Swedish brand Kasthall has launched a flagship store in New York City, which presents woven and hand-tufted rug collections for "floors all over the world".

Displayed within the showroom is the full selection of Kasthall's rugs and customers can order from various collections based on the colour and pattern samples on display.

In conjunction with its flagship store launch, Kasthall has unveiled its latest Feather Collection, which includes hand-tufted rugs made from linen bouclé and wool.

The rugs have feather-like fringes that frame their border and are designed as an "ideal centrepiece to any interior design scheme".

The collection includes five colours informed by the hues seen in bird feathers, including Blue Jay, Hoopoe, Parakeet, Nuthatch and Sparrow.

"Inspired by the rich colour palette found in nature and the diversity of birds worldwide, Feather adds a playful and contemporary touch to any interior setting," said the brand.

"Our new additions expand the colour range of our collection, offering a vibrant and versatile palette," said the head of design at Kasthall, Lena Jiseborn. "From calm, neutral shades to surprising pops of colour, Feather radiates sophistication and a hint of fun."

"The 'feather boa' framing the rug makes it an ideal centrepiece in any interior design scheme," continued Jiseborn.

Also on display are Quilt rugs created by designer Ellinor Eliasson that were informed by 19th-century Japanese Boro, which involves mending textiles with disparate fabrics to extend their life.

Another example is the earthy Tegel rug collection designed by Kasthall in collaboration with British architect David Chipperfield.

The rugs in the Tegel collection have an earthy palette that Chipperfield based on weathered brick facades.

The new store is a bid to build stronger connections in North America says Kasthall.

"Opening the Kasthall flagship in Soho marks a significant step for our organisation in North America," said sales director of Kasthall North America, David McNamara. "Our focus is now on building stronger connections with customers and understanding their needs, mirroring what we've successfully done in our global locations – Stockholm, Malmö, Milan, Gothenburg and Tokyo."

"Equally exciting is that the space will also serve as a hub for interaction with our long-standing residential A+D, contract clientele, and our dealer partners, showcasing the full spectrum of possibilities when collaborating with Kasthall," continued McNamara.

Kasthall was launched in 1889 and the brand operates in over 30 countries, with flagship stores and showrooms in Milan, New York City, Stockholm and Malmö. All the brand's products are manufactured in its factory in Kinna, Sweden.

To view more about Kasthall and gain more information visit its website.

Partnership content

This article was written by Dezeen for Kasthall as part of a partnership. Find out more about Dezeen partnership content here.