deadgood x Rascal - The Beautifully Unexpected

This year, as part of our twentieth anniversary celebrations, our Rugs are stepping out in style with their first stand-alone showing at Clerkenwell Design Week 2025.

'Deadgood x Rascal - The Beautifully Unexpected' is a must-see immersive installation at W1 Curates on Timber Street, just next door to our Old Street showroom. The space was developed in collaboration with multi award-winning, artist-led creative studio RASCAL, who brought the story of the collection to life through a dynamic series of motion graphics and digital storytelling.

Together, we transformed the space into a bold and photogenic experience, part installation, part storybook, inviting visitors to slow down, look closer and explore the beautifully unexpected.

The new collection draws inspiration from surprising places: soap streaks across a windscreen, silos on the skyline, moss underfoot, and even the unapologetically nostalgic pink wafer biscuit. Each rug is a subtle abstraction, translated into colour, line and texture, designed to ground a space and lift it, too.

This installation marked not just the launch of a collection, but the beginning of a new chapter for Deadgood, where playfulness, personality and purpose continue to sit proudly at the centre of everything we do.