Smac Studio Collaboration
For the latest chapter in Hali Rugs’ celebrated We Live in Your World series, Shona McElroy of Smac Studio opens the doors to her newly renovated Sydney apartment, styled with pieces from her second collaboration with the multi-generational rug maker.
Following the launch of the first We Live in Your World collaboration – with Melbourne designer Brahman Perera – Hali Rugs continues its celebration of Australian creativity at home with a new campaign featuring Sydney-based interior designer Shona McElroy, principal of Smac Studio.
The new instalment offers a glimpse into the designer’s freshly renovated apartment in Sydney’s eastern suburbs, featuring designs from her second collection for Hali Rugs. The result is a deeply personal portrait of home, layered with texture, colour and meaning. “This shoot felt incredibly personal,” says McElroy. “It’s my own space, filled with the things I love, and the rugs from our second collection are layered throughout. It’s a reflection of where I’m at creatively and personally.”
For this new collaboration, McElroy weaves together European influences and elevated craftsmanship across four designs, Vicenza, Seville, Marseille and Monaco, inspired by fashion, architecture and history, and each available in three colourways. Vicenza pays homage to the iconic weave of Bottega Veneta – founded in Vicenza in 1966 – translating luxury fashion into sophisticated floor artistry through its tactile finish and tonal patterns. Seville is an ode to the timeless elegance of striped neckties, while Marseille embodies the charm of the French Riviera, featuring playful curves and oversized dots that feel both timelessly chic and effortlessly refined. Monaco takes its cues from the country’s legendary grand prix track, with fluid, curved lines that suggest perpetual motion.
“I had more confidence going into this second collection,” explains McElroy. “I knew what resonated the first time, which gave me room to experiment with colour, shape and detail. And being able to style them in my own home made the experience feel complete.” Dan Swart, Hali Rugs’ managing director, relished the opportunity to re-partner with the Sydney designer. “We were thrilled to work with Shona again,” he says. “She had such a clear creative vision from the outset, and watching our skilled craftspeople bring that vision to life has been incredibly rewarding.”
Working alongside Swart, McElroy gained invaluable insight into the craftsmanship that is integral to Hali’s production processes. “Dan was amazing at teaching us everything about how rugs are made, from the types of materials to pile heights and how those elements can completely shift the feel of a design.” Like all Hali pieces, the rugs are handcrafted with an emphasis on texture, tone and lasting quality, and will be launched online and in Hali showrooms across Australia on 1 September.
