Project Overview

The Lorena Gaxiola x Feltex Collection is a ground-breaking collaboration between acclaimed interior architect and designer Lorena Gaxiola and GH Commercial. Together, they have embarked on a journey to redefine the concept of fashion-inspired floor coverings.

Every piece in this extraordinary collection is meticulously crafted, combining a captivating blend of colours, luxurious materials, captivating textures and innovative shapes. The result is a harmonious composition that effortlessly infuses vibrancy and life into any space, creating an unparalleled visual experience.

The result is a symphony of design elements that not only injects life and vibrancy but invigorates traditionally sterile environments.

What sets this collaboration apart is the pioneering use of GH Commercial's innovative Designer Jet® technology. This cutting-edge technology allows for the creation of carpets with remarkable depth and enduring quality. The collection boasts an array of stunning colour schemes, offering endless possibilities for interior designers and architects to unleash their creativity and transform spaces into works of art that will stand the test of time.

With the Lorena Gaxiola x Feltex Collection, the boundaries of interior design are pushed, inviting professionals to explore uncharted territories and unlock their full creative potential. It is a testament to the power of collaboration and innovation, bringing forth a collection that is not only visually striking but also a testament to craftsmanship and artistic expression.

Organisation

Lorena Gaxiola + Gallies

Team

This collaboration/collection isn't for a specific project. It's been designed to be used across the broader commercial market, but specifically, we see it working well for hospitality, public space, education and beyond.

Project Brief

The collaboration between GH Commercial and Lorena Gaxiola sprang from a shared vision to reimagine the role of flooring in commercial spaces. Our goal was to transcend the conventional perception of flooring as merely functional and elevate it to a medium for artistic expression. We aimed to transform interior spaces into immersive canvases that tell captivating stories through their very floors.

To achieve this, we needed the creative genius of Lorena Gaxiola and her team, renowned for their unique approach to design. Their expertise in marrying aesthetics and functionality had already been seen in different fields like fashion, architecture and product design. The collaboration with GH Commercial has unlocked a realm of possibilities, allowing us to delve into uncharted territories and create unique designs that redefine the boundaries of interior spaces. This partnership has played a pivotal role in curating a collection that seamlessly blends aesthetic appeal with practicality, resulting in visually captivating and highly functional designs.

From the inception of the project to its completion, Lorena Gaxiola has pushed the boundaries of flooring design with every step. The result is an out-of-the-box collection that unexpectedly bridges art and technology, bringing life and movement into interior spaces like never before.

This was born from an inspiring collaboration between two imaginative minds, constantly pushing each other to innovate and explore within their respective disciplines. The result is a collection that truly deserves recognition, capturing the boundless potential of flooring and celebrating creativity in every space.

Project Innovation/Need

Recognising the importance of innovation and staying ahead in the fast-paced world of design, the Lorena Gaxiola x Feltex Collection has harnessed the power of advanced precision dye injection technology to redefine the concept of floor coverings. Our team has effectively translated graphic design into tangible interior elements, creating a range of floor coverings that are as visually appealing as they are functional.
The collection's distinguishing feature lies in its versatility. Our unique PDI capabilities allow for an unlimited range of colours and gradients, providing depth and richness that challenge the stereotype of mundane carpet designs.
Beyond visual aesthetics, our collection introduces a new level of customisation, enabling designers to work with our in-house design team to modify scale, proportion, and colour to align with their specific vision and needs. With the option to produce a design in varying formats as weights, weights, the possibilities are endless.
This unprecedented level of customisation is transformative, encouraging designers to think beyond the conventional and explore the full spectrum of their creativity. It propels interior design into a new era of personalisation, where floor coverings are no longer mere functional elements, but powerful tools for artistic expression.
In summary, this collection was created using Designer Jet®, our world-class precision dye injection technology in Geelong, Victoria. Providing unmatched customisation options embodies innovation. It disrupts the status quo, propelling the floor covering industry into a future where technology, craftsmanship, and design converge to create vibrant, customisable, and captivating products.

Design Challenge

The design challenge was multi-faceted, demanding a blend of creativity, technological expertise, and market understanding.

One of the central hurdles was the creation of carpet designs that could be versatile, and capable of being manufactured in broadloom, plank and tiles, and more. This meant ensuring that LG+Feltex designs could enrich a variety of spaces - from hospitality, education, public space and beyond.

Hand-drawing the prints added a layer of complexity. The LG designs, derived from artful inspirations, had to be painstakingly digitalised and transformed into vector files. Different media, including fabric and carpet, presented varied reading behaviours requiring close collaboration between the graphic team at Lorena Gaxiola and the expert at GH Commercial.

Another significant challenge was accommodating the width of the materials. At 1.96 metres, the team needed to ensure perfect alignment of patterns, especially considering the shrinkage during the carpet printing process. Any error could lead to significant flaws during volume production and in the installation process, making this a critical aspect of the design challenge.

Navigating these challenges required a harmonious blend of artistic vision, technical knowledge, and market insight. The Lorena Gaxiola x Feltex Collection stands as a testament to the power of collaboration, illustrating that when creativity meets technology, ground-breaking solutions are born.

Sustainability

At GH Commercial, our commitment to our planet extends beyond just products and processes: it’s how we challenge ourselves to do better every day; how we reinvest in our people and our planet; and how we define what matters most as we work to deliver value for generations to come. Our approach to sustainability is all about making the world better through our philosophy, “Believe in Better”. We capture this in three powerful pillars of People, Performance and Planet in everything we do.
Drawing inspiration from our natural world, this is a thoughtful and creative collection inspired by biophilic references. From the Agua pattern which is derived from the soft and gentle movement of water, to Piedra which encapsulates tree bark, these designs increase our connectivity to the natural environment through colours, patterns and textures found in our landscapes. Through these connections, a wealth of benefits can be found for building occupants. As part of our commitment to product transparency, all Designer Jet® carpets are Declare Red List Free. Run by the Living Future Institute of Australia (LFIA), each Declare label is compared against a list of worst-in-class materials. This label addresses three key concerns; Where does a product originate from? What is it made of? Where does it end up at the end of its life? Having a Declare Red List Free label on our Designer Jet® products means that we have ZERO Red List Chemicals. Also, the Designer Jet® process uses less water, chemicals and dyes than any other carpet production method. Life cycle thinking is part of our commitment to product circularity here at GH Commercial. Product end-of-life and continued investment into sustainable waste are important to reduce environmental impacts. Under our ReCover program, we offer two comprehensive take-back programs for our products, 3R and Loop. In addition, any carpet waste during the manufacturing process is recycled through this program, diverting it from landfills.