New York-based interior design shop ABC Carpet & Home has launched a project called "The Genesis of Design" as a launch campaign for its new "Alchemy" rug series. The campaign, which featured the new rugs lined up and photographed in a cave, was a collaboration with renowned photographer Jason Madara. The shoot took place in Howe Cavern, a cavern about four hours north of New York City. The challenge involved descending approximately 150 meters underground and illuminating the rocks with vibrant colors that matched the rugs' hues. The resulting images portray the rugs surrounded by a mystical light, as if they had been discovered by chance within the cave. The campaign's name, "Genesis of Design," translates to "the origin of design" in Japanese, and is based on the concept of returning to the very origins of creativity itself. The "Alchemy" rug series is made from recycled silk and wool left over from previous rug production processes. The pieces evoke the fusion of past and present, showcasing the repetitive cycle of creation. According to Angela Gruszka, Head of Marketing and Creative at ABC Carpet & Home, "To keep up with a fast-paced world, we must consider ways to preserve traditional craftsmanship and sustainable design. This project represents the future of design." The "Alchemy" rug series is available for purchase on the ABC Carpet & Home website. This article has been translated and written with permission from (Source: http://www.abchome.com/).