Egyptian luxury rug house Kahhal 1871 has long been known for its craftsmanship and legacy, now led by fifth-generation founder Mohamed El Kahhal, the brand has sought to ensure its heritage remains relevant to today’s audiences.
Its latest campaign, 150 Years Still Rolling, sets out to prove that heritage is not static but a living, evolving force.
“For decades, Middle Eastern audiences have seen rugs staged only in homes, galleries, or heritage settings. By dropping them in a skate park, we created a deliberate collision – traditional craft meets street culture. Heritage doesn’t have to be preserved behind glass. It can move, evolve, and carry meaning for the future,” says Mohamed
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