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Publisher California Homes | Editor & Founder Shortlist San Francisco | Bellus Press | custom publishing + content creator + strategic partnerships
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LANGUAGE OF TEXTURE ✨

On Highland Avenue in the Hollywood Design District, Erik Lindström unveils a 6,000 square foot flagship that quietly upends the conventions of the rug showroom.

Conceived by designer @luisfern5 , the space reads less as retail and more as a series of cinematic, residential vignettes - rooms that unfold with deliberate intimacy and restraint.

Drawing on a Milanese Brutalist sensibility, the architecture balances weight and warmth: deep-toned walls, sculptural openings, and a tactile palette that amplifies the richness of each textile. Vintage furnishings from the 1970’s and Lindström’s personal art collection create layered moments of discovery, inviting visitors to engage slowly and sensorially.

A standout listening room - wrapped in silk shag and oxblood velvet - anchors the experience, underscoring the brand’s emphasis on atmosphere and emotion. Here, rugs are not merely displayed but lived with, positioning the showroom as a destination for bespoke design and immersive exploration.

1010 N. Highland Avenue
Los Angeles, CA 90038

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@calhomesmagazine 
Spring & Winter 2026

Words / @heidigerpheide 
Photos / @tycole 
Styling / @martinrbourne
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