Heritage Craft, Reimagined. Complimentary Global Shipping. Free Trade Certified.
We value the practice of rumination, the pace of gardening, and the courage it takes to see the forest through the trees. We swim against algorithms, sedimentary beliefs, and self-serious sophistication. Interwoven throughout everything is a reverent sense of curiosity and a wholehearted respect for tradition.
Threading the needle of the past through the present, our facility is the first of its kind in Morocco, combining all parts of the process – designing, weaving, washing, drying, showcasing and shipping – into one wondrous instrument.
Filmmaker Agnes Varda once said that if we opened people up, we’d find landscapes. Inside of Beni exists a vision of Morocco, somewhere between then and now with dreams of what’s coming next.
We value humanity over machinery — things aren't meant to move at the speed of light.
The sweetest things in life move slowly, like honey traveling down the ribs of a glass jar. Set to a soundtrack of songbird roosters, all of our rugs are dried under the desert sun in the courtyard on site.
Every collaboration has an intention from the High Atlas sheep we shear humanely to the designers, artisans, and family businesses we support.
Both of our weaving techniques — flatwoven and knotted — are entirely idiosyncratic with each and every style customizable and made to order.
Saturated in color and sun, we brew our tea overlooking the curvature of the Atlas Mountains. We welcome visitors all year round.
Heritage Craft, Reinterpreted
We believe that the humblest natural materials are the foundation for the truest beauty, that the best things are worth waiting for, and that the welcome of a well designed home is one of life’s sweetest pleasures.
Our Weaving Techniques
Meet our two weaving techniques: knotted and flatwoven. Read on to see which fits your vibe. Layering the two constructions is always a good idea!
Knotted Weave
Our knotted weave rugs are made entirely by hand, one knot at a time. Pile heights are 1" - 1.5", and average 1.25". On request, we can create pile height as short and compact as 1.5cm (0.65 in) or as long and shaggy as you like. Turn over any Beni rug and notice how meticulously close each knot of wool is tied to one another. The result? A lush, luxurious field of soft wool – its fibers softened by our top secret washing process at our Studio.
Flat Weave
Our flatwoven rugs are also made entirely by hand. Weavers tightly interweave warp and weft strands of yarn on the loom to create rugs that are lighter, with a low profile and a slightly more rustic feel underfoot. These rugs are ideal for warm climates and for layering. Flatwoven pile heights are .4".
Knotted Weave
Our knotted weave rugs are made entirely by hand, one knot at a time. Pile heights are 1" - 1.5", and average 1.25". On request, we can create pile height as short and compact as 1.5cm (0.65 in) or as long and shaggy as you like. Turn over any Beni rug and notice how meticulously close each knot of wool is tied to one another. The result? A lush, luxurious field of soft wool – its fibers softened by our top secret washing process at our Studio.
Flat Weave
Our flatwoven rugs are also made entirely by hand. Weavers tightly interweave warp and weft strands of yarn on the loom to create rugs that are lighter, with a low profile and a slightly more rustic feel underfoot. These rugs are ideal for warm climates and for layering. Flatwoven pile heights are .4".
Each Beni rug is crafted to order, then washed and dried under the desert sky.
Washing
Washing
Where the magic happens. Our expert team’s deft touch at washing creates uniquely soft, decadent rugs. Each finished Beni rug is washed up to five times and dried on handmade racks under the desert sky. Our proprietary washing process took us three years of research and development to perfect. The top secret process locks in color fastness while breaking down and softening the wool’s natural fibers to achieve a lustrous sheen and velvety feel. Bring on the lounging.
Where It All Comes Together
Where It All Comes Together
Located on the atmospheric Route to Amizmiz, the Beni Studio is about 30 minutes from central Marrakech. Overlooking the High Atlas Mountains, we’re nestled in a verdant garden of olive and fig trees, sweet jasmine, and a sandy petanque pitch, not to mention an office pup or two.
Our Team
Weavers
85
Looms
55
Washers + Menders
12
The Studio
Opened
May 2022
Sqft
8,000
Location
Tameslouht, Morocco
From Scratch
Our Fair Trade Certified Studio is the first vertically integrated facility of its kind in Morocco - where all the components of rug making live under one roof, ensuring the highest levels of quality, consistency, and transparency.
Desert Dry
An ever rotating cast of characters cycles through our backyard. Freshly washed rugs are hung to dry before moving onto our quality inspection and shipping floor.
The Shipping Floor
The final step. Newly finished rugs are carefully (okay, obsessively) inspected, cleaned, fussed over, and finally wrapped and shipped to their new homes.
From Scratch
Our Fair Trade Certified Studio is the first vertically integrated facility of its kind in Morocco - where all the components of rug making live under one roof, ensuring the highest levels of quality, consistency, and transparency.
Desert Dry
An ever rotating cast of characters cycles through our backyard. Freshly washed rugs are hung to dry before moving onto our quality inspection and shipping floor.
The Shipping Floor
The final step. Newly finished rugs are carefully (okay, obsessively) inspected, cleaned, fussed over, and finally wrapped and shipped to their new homes.
Tiberio
We make each rug just for you and your own version of home, and can’t help but imagine where it will live - by a crackling fireplace in a softly lit living room, next to your bed to welcome you back to the world in the morning light, or under a dining table filled with family, friends (and lots of candles).
Visit Us
The Loft, NYC
Our US-based showroom is located in Tribeca, and will showcase a rotating installation of our handwoven knotted and flat weave creations.
The Studio Marrakech
Rug shopping, reimagined. Witness how Moroccan rugs are woven and washed, design your own, and top it all off with an espresso (or rosé) from our Milan-inspired bar.
Not sure on the details? Need advice on the best choice for your space? We’re here to help.