I've Finally Identified the Rug That’s Been Dominating My Instagram Feed – Meet The Folding Ribbon Rug, and Find Out Why Designers Are Obsessed With It

Have you ever noticed that once you find something new, it suddenly starts popping up everywhere? That's exactly what happened to me with this very specific, very bold piece of home decor that's taken over my Instagram feed: the Nordic Knots Folding Ribbon Rug.

Designed in collaboration with art and design atelier Campbell-Rey and Swedish textiles company Nordic Knots, the Folding Ribbon rug is a vibrant style that might look modern in design, but is grounded in historical references. 'We were inspired by the Gustavian style, often referenced as the neoclassicism of the North,' Charlotte Rey and Duncan Campbell tell me of this collection which, aside from the Folding Ribbon rug, consists of the Climbing Vine rug and the Garden Maze rug. The zig-zag, or folded ribbon motif, is Charlotte and Duncan's interpretation of ribbons and swags that adorned traditional 18th-century Gustavian furniture.

'We chose the deep colors of amber and raspberry pink from Werner’s Nomenclature, which is a taxonomy of the colors of the natural world first published in 1814. We often speak about colors looking or feeling 'delicious', and we were particularly happy with this combination,' the duo tells me. Since the Folding Ribbon rug was released, designers and design-lovers alike have been obsessed, and it's become a rug trend of its own.

'We are incredibly happy with the response for Folding Ribbon,' Charlotte and Duncan tell me. 'When we launched the design back in 2022, we had no idea it would go on to become so loved and so widely used – it's been incredibly fun to see how differently people have used and interpreted it in their own interiors.'

Charlotte and Duncan explain that they've seen the rug used in interiors of all styles and all over the world. They attribute the rug's continuous success to its versatility, warmth, and welcoming qualities. 'It just seems to work!' the design duo remarks.

And work, it does. To further understand the appeal of the vibrant Folding Ribbon rug, I reached out to designers who have used it in their projects. Below, we'll see examples of just how versatile this rug truly is, and uncover why it's worthy of obsession.

1. In This Moody Bedroom by & Then They Went Wild

This dark and rich bedroom by interior designer Nicki Bamford-Bowes of & Then They Went Wild is what sparked my initial interest in the Folding Ribbon rug. The image appeared on my Instagram feed a few months ago, and since then, the rug's bold yet grounding qualities have had me hooked.

According to Nicki, it was the duality of the rug that made her so attracted to it – the mix of modern lines and historical inspiration. 'It manages to feel both contemporary and nostalgic – that push and pull between past and present is something I’m always looking to explore in my work,' she explains.

'In this room, everything else is deliberately tonal and knocked back – a full immersion in deep saturated tonal reds across the walls, ceiling, and curtains – so the rug becomes the central statement,' Nicki tells me. Here, the rug demonstrates its ability to uplift a room decorated in dark colors without feeling like too much of a contradiction. 'It brings a confident, modern edge – attitude, even – which is essential when you’re working with vintage references,' Nicki explains. It's distinct, but complementary.

2. In This Contemporary Dining Room by Amna Mesic

As is often the case after seeing the Folding Ribbon rug once, it took up residence in my Instagram feed, and I started spotting it everywhere. That led me to finding it in this contemporary dining room by interior designer Amna Mesic.

According to Amna, she had been looking for the perfect dining room rug idea that could anchor the dining set up and simultaneously benefit the irregular shape of the room. The Folding Ribbon rug was the ideal choice.

'A plain rug would have made the large floor area feel too flat and static, but the [Folding Ribbon] rug, with its bold and graphic structure, brings energy and balance to the room,' Amna tells me. 'Its pattern breaks up the expanse of the floor and engages with the geometry of the space in a playful way, making the room feel both dynamic and cohesive.' Here, the rug softens the space – both visually and literally – and its color tastefully complements the other features of the room. It's a design choice that adds a contemporary edge to the space.

3. In This Transitional Living Room by Gabriella Gullberg

Just as the Folding Ribbon rug mixes traditional aesthetics with modern design, so does this living room by interior designer Gabriella Gullberg. Gabriella's inclusion of the rug helps create a transitional design scheme that's both inviting and exciting.

According to Gabriella, she chose the Folding Ribbon rug because she was drawn to its inviting pattern and vibrant color. 'I love the fact that it adds depth to the room and brings in color without overpowering the space,' she tells me. 'It goes really well with the lamp from Gubi and the vintage marble coffee table.'

Not only that, but it tastefully complements the color scheme of the room, without feeling too loud or out of place. Here, the Folding Ribbon rug is a living room rug idea that enriches the design scheme in a fresh, youthful manner.

4. In This Cozy Study by Studio Clementine

Despite its bold design, the Folding Ribbon rug has the potential to make a room feel endlessly cozy – and this study by interior designer Georgina Wood of Studio Clementine is a prime example.

According to Georgina, this room's design was inspired by a traditional paneled room. Its walls – which are painted in navy gloss paint and adorned with custom Fromental wallpaper – create a cocooning atmosphere, so the room needed some contrast. Hence, the inclusion of the Folding Ribbon rug.

'The deep blue walls demanded a feminine touch to add a point of difference, and this rug with its raspberry pink and amber ribbon detail proved to be the perfect solution,' Georgina explains. 'That interplay of raspberry against deep blue prevents the space from feeling too enclosed, adding luminosity without compromising the room's sophisticated, moody aesthetic.'

5. In This Vibrant Dining Room by Mary Kathryn Wells

The striking design of the Folding Ribbon rug thrives in rooms that are equally as vibrant, and this dining room by interior designer Mary Kathryn Wells is proof.

According to Mary Kathryn, a self-proclaimed lover of color, finding a rug that's fun, colorful, and has an exciting pattern isn't always an easy task. However, the Folding Ribbon rug fit the bill. 'The mix of colors – the warm, burnished brown mixed with the pinks feels unexpected; it's both sophisticated yet fun, and I live for a good color and pattern mix,' she tells me. Plus, its materiality was another important factor. 'I only buy 100% wool rugs for both myself and my clients – they wear best and are easier for cleaning spills and stains,' Mary Kathryn explains.

'In this particular space, I think it nicely grounds the wild wallpaper we had custom made from the artwork and scribbles of my 3 children, and complements the bright red Ton chairs and the blue window walls,' Mary Kathryn tells me of the Folding Ribbon rug in her dining room. 'I just love how all the colors in this room play together; it’s so joyful and fun.'

Shop Similar Rug Styles

Love the look of the Folding Ribbon rug? I have rounded up a few similar styles that will add a beautiful statement with bold colors and playful designs.

Whether included in a bedroom, living room, dining room, or study, the Nordic Knots Folding Ribbon rug is one that can certainly make an impact, and these designers' examples are proof. Despite its vivid design, this rug has the capacity to be both daring and inviting, both strong and soft, and both modern and historically connected, all at the same time.