Kate Judd, Managing Director of The Rug Company, and Rabah Saeid, founder and creative director of Dubai’s Styled Habitat, delve into the art of craftsmanship, highlighting the importance of creating experiences that foster connections between people and brands.
What does your morning routine look like?
Kate Judd (KJ): My mornings are a cherished time for reflection before the busyness of the day begins. I start with a cup of coffee while enjoying the view of Zabeel Palace from my balcony. The light of the Arabian sun is breathtaking, especially after relocating from New York. Recently, I’ve become fond of listening to business and fashion podcasts during this time. It’s a moment for me to visualize the person I aspire to be that day and how my outfit can embody that vibe. Whether I need the commanding presence of a BOUGUESSA blazer with bold accessories or a relaxed look for hosting guests in The Bungalow’s garden, this routine is essential to my well-being amidst an increasingly hectic schedule.
Rabah Saeid (RS): I cherish a slow-paced morning. I aim to wake up early, around dawn, to fully enjoy my morning ritual. Lighting Palo Santo wood or a candle and engaging in deep breathing helps center me. I then settle into a chair with a cup of tea, relishing this tranquil moment which is often rare in my busy day. As an interior designer, my daily schedule is filled with diverse projects and constant collaborations, so this morning routine serves as an important practice of self-care, allowing me to better engage with my work.
Can you share your career journey and how you entered this industry?
KJ: My professional journey began in an antiques shop supplying pieces to Ralph Lauren stores, where I discovered my passion for curating unique items to create immersive experiences. In 2012, I joined The Rug Company in London to help launch a fresh concept for the Chelsea flagship showroom. Over time, my enthusiasm for visual merchandising propelled me to become the Visual Merchandising Director, wherein I crafted more than 15 showrooms worldwide, infusing local cultures with our brand’s ethos. Eventually, I shifted to overseeing The Rug Company’s franchise and distribution, coordinating with 20 partners globally. My recent focus has been on enhancing our presence in the Middle East, capitalizing on the region’s unique market potential.
RS: My upbringing was rich with stimulating conversations and varied perspectives, largely encouraged by eclectic dinner gatherings in a home that celebrated art and travel. Initially, I was on a medical career path until a move to the United States ignited my passion for interior design as I decorated my personal space. This creative endeavor led me to switch directions entirely and pursue a degree in interior architecture. I began my design career working on luxury residences and historic properties across major cities, before settling in Dubai in 2012, where I now specialize in workspace and hospitality designs, ultimately founding Styled Habitat in 2016.
What embodies the design ethos of your brand, and how does it stand apart?
KJ: The Rug Company is fundamentally about artistry, skill, and narrative. Our studios in New York and London produce items that defy fleeting trends, handcrafted by skilled artisans over many months. This approach starkly contrasts with mass production. A rug isn’t merely decorative; it represents warmth, hospitality, and tradition, becoming a cherished part of our clients’ lives and enhancing their spaces where significant moments occur.
RS: At Styled Habitat, we view design as innately personal. Our philosophy centers on crafting spaces that resonate emotionally and endure over time. We prioritize the blend of subtle elegance, tactile allure, and a sense of belonging. Our approach appreciates historical richness, contextual significance, and the transformative power of storytelling, aiming to create environments that allow individuals to broaden their experiences and truly feel at home.
Can you elaborate on the concept behind The Rug Company Bungalow?
RS: Located in Jumeirah, The Rug Company Bungalow is the brand’s inaugural standalone store in the Middle East. This boutique embodies nostalgic elegance, merging vintage aesthetics with modern sophistication. It pays tribute to the mid-century villas along Al Wasl Street from the 1980s, emphasizing their unique architectural traits. Features like the iconic pitched roof celebrate the connection to nature and revive the bohemian flair characteristic of vintage Palm Springs glam, providing the Bungalow with enduring style.
“The Bungalow is designed to be more than a showroom; it serves as a hub for dialogue, partnerships, and creative interaction.”
KJ: The Bungalow transcends the traditional retail format by cultivating a space for dialogue, collaboration, and creative flow. We aimed to escape the conventional showroom concept and foster an environment resembling a beautifully designed home where visitors can personally engage with our rugs. Additionally, the Bungalow serves as a cultural focal point, hosting discussions, art installations, and intimate events for our discerning guests and the local design community. Since its opening in late November, the positive response from our events has exceeded our expectations.
What prompted the decision to launch this space, and how did you know it was the right moment?
KJ: For years, we were fortunate to collaborate with the remarkable Arwa Hafiz of The ODD Piece. When she transitioned to her next venture, we recognized it as a prime opportunity to formally introduce The Rug Company to the UAE— a market that has embraced us warmly. Establishing our official presence felt timely, especially given the vibrant design scene here, where creative innovators like Rabah are redefining the regional aesthetic and enabling us to expand through collaboration.
Did you envision the blend of 1970s architecture with Palm Springs glamour from the beginning?
RS: The design of Styled Habitat transforms the Bungalow into a welcoming sanctuary, embracing the classic retro lifestyle of the ’50s and ’60s. This thoughtful framework allows the design to develop organically. Earthy tones, lush textures, and natural materials interweave to honor the mid-century villas along Al Wasl Road. The studio meticulously integrated the villa’s history, accentuating its architectural features, like reimagining the pitched roof with innovative air vent designs and framing stunning views of Moroccan-inspired gardens, thus blending indoor and outdoor experiences.
What unique craftsmanship elements define this project?
RS: The Rug Company Bungalow breaks away from conventional retail, becoming a sanctuary for design enthusiasts. This thoughtfully curated environment inspires exploration and connection. The inviting ambiance serves as a beacon of style, reinforcing Jumeirah as a center for luxury and design innovation. As visitors enter, they are welcomed by a sunlit conversation nook—a nostalgic centerpiece that embodies retro chic. Nearby, the Cushion Display Room features a stunning array of hand-woven cushions crafted from wool and silk by esteemed designers, underscoring our commitment to quality and artistry. By creating memorable moments, we demonstrate how impactful design can elevate everyday experiences.
KJ: Beyond our jewel-like Cushion Room and the 70s-style sunken lounge mentioned by Rabah, my favorite design feature is the centrally located palm tree visible from throughout the Bungalow. This element reflects Rabah’s visionary and playful approach to design, symbolizing The Bungalow and consistently reminding us of the outside world while we work there.
Was this project challenging to implement, and how did you navigate that process?
KJ: The Rug Company Bungalow was indeed a labor of love. It presented one of the more challenging yet rewarding experiences of my professional journey. Collaborating on Rabah’s vision was vital in crafting a home-like atmosphere—a sentiment echoed by many visitors upon their arrival. We found an inspiring environment to showcase our rugs, assisting clients in envisioning how to elevate their personal spaces.
RS: Renovating any space comes with its share of difficulties. For the Bungalow, the tight timeframe was particularly challenging. Luckily, Kate’s extensive background in opening international showrooms meant she was supportive and understanding throughout. The developer, Huna Living, played a crucial role in embracing our vision right from the start. Additionally, the efforts of Hannah Bower-Brooks and her team at Cherwell Interior were pivotal in transforming the previous dilapidated state into something stunning. The result is an extraordinary space where visitors feel both immersed and transported into a different time and atmosphere.
The Rug Company Bungalow serves as both a showroom and a modular creative hub. What services does it offer?
KJ: As soon as clients step into the Bungalow, they are met with exceptional service—a standard synonymous with Dubai. Our team dedicates time to understand each client’s project, providing tailored recommendations. We provide personalized consultations, a white-glove service for at-home rug approvals, and the option for clients to be actively involved in creating a bespoke rug from concept to execution. We prioritize hospitality as much as design, ensuring every guest feels welcome and at home from the very beginning.
What design has left a lasting impact on you?
RS: My passion encompasses all aspects of design—art, fashion, landscaping, travel, nature, architecture, and graphic design. One of the most profound design revelations I’ve experienced was viewing the early experimental work of Charles & Ray Eames at MoMA in New York City. Their philosophy—that design centers on the process rather than just the end product—serves as a continuous reminder to remain curious and keep questioning the design journey.