More to the Shurouq Collection by Fromm.

The Shurouq Collection from Doha-Italy-based design studio FROMM. is a contemporary furniture collection designed in collaboration with Qatari designers Maryam Al Suwaidi and Shua’a Ali. The designs are inspired by Qatar’s desert dunes and traditional architecture and has already captured attention and design-interest. The collection has now expanded to include some more stunning pieces.

The Shurouq Collection is gaining attention with its impressive global designs that seem to be grounded in heritage. Recently one of its pieces was featured in “ICONE: Voices of Design Made in Italy” exhibition that is ongoing at Msheireb’s M7 offering an immersive experience into the world of design through the use of cutting-edge technologies.

Haima from Al Maryam Al Suwaidi’s collection was the only Qatari design, made in Italy that was featured in a room filled with Italian masterpieces of design. And it is this collection that is expanding, with cushions, carpets, and wall units to add to the furnishing that enhance the detailing of a Qatari architectural ambience.

Here are the new entrants to the Shurouq Collection:

Cushions by Maryam Al Suwaidi

The cushions by Al Suwaidi can significantly enhance the ambiance of any space. They bring a sense of the ever-changing desert landscape into the room, creating a serene and contemplative atmosphere. The unique textures and colours also stimulate the senses, promoting relaxation and tranquillity.

The Shurouq Collection Cushions add a splash of colour through patterned and solid designs that both embolden the collection and add a touch of elegance through aesthetic and emotional appeal.

“The inspiration behind our latest creations in the Shurouq Collection was the mesmerising beauty of desert dunes. We aimed to capture the dynamic play of light and shadow, as well as the subtle contours of the sands throughout the day,” says Al Suwaidi, “To bring this vision to life, we employed unique weaving techniques that added depth and contouring to the cushions. These techniques created a three-dimensional effect, mimicking the shifting dunes. Our choice of colours and textures was directly influenced by the sand as they transform from dawn to dusk. We carefully selected a palette that ranged from soft, sunrise-inspired hues to warm, sunset tones. The textures were designed to mimic the tactile experience of running your fingers through the fine grains of sand.”

Zal Carpet by Shua’a Ali

Inspired by the traditional nomad-style tents of the Middle East, the Zal carpet innovates on the historic layering technique through the use of colour and texture. Its colours reflect the local desert and coastal landscapes of Qatar to create lasting beauty in any living space. The colour blocking incorporated brings in drama and adds to the statement style décor that a Shurouq collection always brings in.

“The inspiration comes from traditional and cultural trends in layering rugs to fill a space and make it comfortable for a seating area.  I find this an interesting technique in the majlis and nomadic tent culture, creating a traditional identity within a living space,” says Ali.

 Dunes Carpet  by FROMM. X Kahaal 1871

The Dunes carpet is intricately woven with multiple layers and heights to reflect the sea sand dunes of the Arab Gulf. It employs neutral colours to complement and uplift living spaces with a touch of sophistication and elegance. KAHHAL 1871 is the luxury home of contemporary and heritage hand-knotted rugs, currently operated by the fifth generation of the oldest and most renowned manufacturers and purveyors of handmade carpets and rugs in Egypt. For over a century, the El Kahhal name has been at the forefront of the industry, synonymous with the finest quality, craftsmanship and design.

Multi-Coloured Maktaba Wall Unit by Shua’a Ali

FROMM. relaunched the original Maktaba piece with a new playful multi-colour palette inspired by the reflective nature of desert sand. The Maktaba wall unit presents the perfect fusion between aesthetics and functionality. This piece features clean lines and a minimalist design, making it the perfect addition to any contemporary living space. The composition of shelving units is perfect for organizing books and other items, while also providing a stylish display for your decor pieces.