A proud Walthamstow resident says his new exhibition showcasing an exclusive line of Indian hand-knotted rugs is a reflection of the thriving creative community in the area.
Simon Goff, founder of Floor_Story, has set up in a pop-up shop in Hoe Street for two weeks to exhibit designs based on 1950s-style tattoos and Indian culture.
The 39-year-old Beulah Road resident is hoping his rugs, which are made in limited editions of twenty, will inspire homeowners and enhance the area’s burgeoning reputation for artists and creatives.
Mr Goff said: "I want people to take risks and to start being braver and more creative with their purchases.
"Normally, you would design the room and buy a rug last. I want people to buy one of my rugs, and be inspired to design the room around it.
"The exhibition in Hoe Street is my way of telling people there is more to Walthamstow than the village.
"People outside of the borough see the village as ‘the place to live’, but Walthamstow has undergone a massive cultural and economic shift over the past two years."
There is evidence that artists priced out of neighbouring boroughs such as Hackney and Tower Hamlets are setting up in Waltham Forest, with studio spaces springing up across the borough.
Textile designer Kangan Arora designed three pieces for the store based on her vision of the kite carnivals in India.
And Mr Goff’s love of sailor tattoo designs led him to approach graphic illustrator Rob Pybus to design three pieces.
The rugs, which cost £1,500, take up to 14 weeks to make and the whole process is filmed and a DVD given to buyers.
Each rug is made using 80 knots.
The exhibition is open from Wednesday to Sunday between midday to 5pm until May 9.
Click here to see more of Mr Goff’s collection.