Nadine Mustafa Kahhal Looms, a new generation of a cherished legacy of weaving the finest handmade carpets in Egypt, celebrates the El Kahhal family’s 150-year milestone with a campaign that depicts their epic craftsmanship, timeless designs, and artisanal heritage. The campaign delves into the world of Kahhal Looms, taking us through the grand process of designing and creating handmade rugs and showing the artisanal greatness behind every loom.
Set in Basateen factory, a landmark of the legacy, the campaign video brings to life the years of rich heritage, weaving from the past, present, and into the future with hard-working craftsmanship and innovative designs. The campaign highlights not only the rich heritage of a fifth-generation business but portrays the artistic process of how each carpet is made and the artisanal talent behind each loom.
The campaign takes us through the different worlds of Kahhal looms. First, the dyeing process, which is an essential part of the craftmanship, with endless vibrant colors weaved. After the dyeing process, the looms come together and are weaved into intricate contemporary and classic designs by artisans. After the designs are created, the handmade carpets are then torched and washed for the final touches. Kahhal Looms strives to revive heritage through the Kahhal legacy, using outstanding artisanal work and traditional techniques and weaving innovative designs.
A part of cherishing a legacy is honoring the master craftsmen behind the success. The campaign focuses on Mounir Aziz Awad, Master Dyer at Basateen Factory since 1965, this campaign celebrates 50 years of his artisanal greatness. The campaign also highlights master weaver, Shaaban Hussein Abbas, who has been in the factory since 1972 along with Khaled Mohamed Bekheit who’s worked there since 1976.
Innovative designs with traditional techniques are what Kahhal Looms preaches, designing distinctive handmade rugs. Timeless heritage, innovative designs, and top-of-the-line service; Kahhal Looms is an ongoing expansion of creative craftsmanship aimed at keeping the legacy thriving.
Kahhal Looms offers a unique product category, including an array of fine hand-knotted carpets, hand-tufted rugs, and Kilim. These rugs come in different colors, styles, and designs made to be versatile to every customer varying interior requests. Kahhal Looms utilizes the family heritage, know-how, and market experience to venture into developing new designs, contemporary techniques, and sourcing unique products to accommodate the modern lifestyle and aspiring demands whilst also embracing the classic designs from which inspiration stems. Kahhal Looms also offers top-of-the-line quality services and solutions, the main one being free home rug trials for customers to have the ultimate experience of selecting a carpet that perfectly fits their home.
