01 · Modern
167 pieces
Architectural lines, restrained palettes.
✦ Case 02 / Agarwal Carpets · Est. Mirzapur-Bhadohi, 1991
An editorial, luxury website design case study — handwoven carpets from Mirzapur-Bhadohi, India.
Three generations of handwoven craft from India's carpet capital — given a quiet, editorial luxury website that turns architects and connoisseurs into bespoke enquiries on WhatsApp.
Year2026
TimelineShipped 2026 · Mirzapur-Bhadohi → world
PracticeWeb · Brand · Identity
✦ Role / 001
What we did.
- 01Editorial art direction — wool, loom, light
- 02Four-collection IA: Modern · Heritage · Minimal · Bespoke
- 03Live bespoke configurator → pre-filled WhatsApp to the studio
- 04Documentary film module + In-Situ gallery
- 05GoodWeave-grade trust system for global designers
Stack
TanStack StartReactTailwindFramer Motion
✦ Receipts / 002
34
Years of craft, one surface
1,171
Pieces across four collections
120+
Master artisans behind the loom
✦ Narrative / 003
Agarwal Carpets has been weaving from Mirzapur-Bhadohi since 1991 — three generations, 120+ master artisans, four continents of clientele. The old web presence read like a catalogue. The brief was to make it read like the studio.
We built a slow, editorial luxury website: ivory paper, considered serifs, full-bleed loom photography, and a bespoke configurator that hands the architect a pre-filled WhatsApp thread with the studio in one tap — material, technique, size, palette already attached. The kind of quiet, premium brand website that lets the craft do the talking.
✦ Experiences / 003.5
Six rooms. One ticket.
02 · Heritage
235 pieces
Handmade earthen motifs, inherited language.
03 · Minimal
339 pieces
Quiet tones, considered weave.
04 · Bespoke
430 pieces
Designed for a single room, a single intent.
05 · In-Situ Gallery
Lived with, loved in
Unedited frames from the loom floor and interiors.
06 · The Film
Hands of Mirzapur-Bhadohi
A 4:32 documentary in wool and silence.
✦ Pivot / 003.5
Before
Catalogue-style site. Heritage buried under product grids. Enquiries went to a generic form that rarely got answered.
After
Editorial, paper-warm surface that opens with the loom. Bespoke configurator compresses the enquiry to one WhatsApp tap — pre-filled, in the studio's thread.
✦ Field report
"An Agarwal rug grounds an entire room. The site finally does the same — you can feel the wool before it arrives."
— Studio Mira · Interior Architect, Milan
✦ System / Palette
Four colors. One stage.
#F5EFE6
Ivory Warp
Paper field — the page reads like a monograph.
#1C1A17
Loom Charcoal
Type and frames. Quiet authority.
#C9B79A
Warm Beige
Signature wool tone. Hover and accents.
#A98A4B
Soft Gold
Used sparingly — bespoke CTA only.
✦ Live surface / 004
Scroll through the shipped site.
https://www.agarwalcarpets.com
Scroll inside the frame · or open the full site →
✦ FAQ / 006
The questions clients ask before they brief us.
Editorial means the page reads like a printed monograph — generous whitespace, a single serif voice, full-bleed photography, and a slow scroll rhythm. It signals premium without shouting, which is exactly what a 34-year-old rug house needs.
Architects pick material, technique, size and palette. One tap compiles the spec into a pre-filled WhatsApp message to the studio in Mirzapur-Bhadohi — no forms, no email round-trips, the loom team replies in their own thread.
Interior architects in Milan, New York and Mumbai search for 'handmade carpet maker India' and 'luxury rug studio' long before they email. A premium, editorial website that ranks for those phrases is the studio's quietest, hardest-working salesperson.
Yes. We work with craft houses, ateliers and family brands that need a website as considered as their product. Typical shipped timeline is 5–7 weeks. Start from the Contact page.
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