Imagining The Unmade

At Allermuir, exploration is at the heart of design. Lately, we’ve been experimenting with new ways to visualise our products before they’re made, exploring how fabrics, prints, and textures might transform our soft seating collections.

With the help of generative visual tools, our design team can now imagine dozens of possibilities in a fraction of the time, without using a single metre of fabric. It’s a sustainable, creative way to spark ideas and push boundaries.

Many of these concepts draw on hospitality-led prints and rich velvets, materials that are as inspiring as they are complex to visualise. Pattern matching, for example, can often lead to significant fabric waste. By testing ideas digitally first, we can explore these options responsibly before moving into production.

By exploring with different fabrics, we can uncover unexpected ways to evoke emotion, enhance comfort, and respond to the unique needs of a space. Experimentation allows us to understand how it interacts with other materials in the room. In hospitality, where every detail contributes to a guest’s experience, this hands-on curiosity ensures that patterns and textures are not just visually appealing, but meaningful, functional, and capable of transforming a space into an immersive story.

By using generative tools, we’re able to accelerate the planning of future photoshoots while reducing material waste. From there, the ideas are handed to our creative team to be brought to life in the studio, where human imagination and craft complete the story.