Dubai, United Arab Emirates – December 17, 2024 – Jaipur Rugs, a global pioneer in artisanal rugs, takes a bold stride into new creative territory with the launch of its Gulmarg Collection, a stunning visual campaign photographed by the celebrated Ashish Shah. Shot on location at the iconic Highlands Park hotel in Gulmarg, Kashmir, the campaign effortlessly combines the timeless charm of Kashmiri craftsmanship with the artistry of Jaipur’s renowned rug designs.
The breathtaking shoot captures the magic of India’s most beloved ski slopes, often referred to as the “Klosters of Kashmir,” blanketed in snow. With a mission to present their carpets in a setting of wit and wonder, Jaipur Rugs brought their artistic vision to life at an elevation of 13,780 feet, unrolling their masterpieces against the pristine backdrop of powder-soft pistes.
“At Jaipur Rugs, we constantly seek inspiration in the stories and landscapes that shape India’s cultural identity,” said Yogesh Chaudhary, Managing Director, Jaipur Rugs. “The Gulmarg Collection is a celebration of the union between Rajasthan’s masterful craftsmanship and Kashmir’s iconic design traditions. Through Ashish Shah’s lens, we’ve created a narrative that is both intimate and grand, capturing the soul of our rugs and the beauty of Gulmarg.”
This campaign is the latest chapter in Jaipur Rugs’ landmark destination series and marks the brand’s most ambitious production to date. Set within Highlands Park’s charming interiors—a mix of Kashmiri craft and retro mountain design—the photographs are infused with humour, celebration, and charm.
The Gulmarg Collection highlights a fusion of made-in-Rajasthan artistry and heritage Kashmiri motifs, bringing together two of India’s most significant design traditions.
Jaipur Rugs invites you to explore the breathtaking Gulmarg Collection at their store in Alserkal Avenue, Dubai. Experience the fusion of Kashmiri heritage and Rajasthani craftsmanship, brought to life through rugs that combine timeless motifs with modern elegance. Discover how the artistry of handmade rugs can transform your space.
