london-based rug brand shore rethinks poolside leisure at the future perfect’s la outpost, casa perfect. eliminating the need for upholstery, shore rugs are made from a single material: a custom-engineered high-performance silicone cord which is fully waterproof, UV resistant, incredibly durable, and remarkably soft and comfortable to lounge on.

london-based rug brand shore rethinks poolside leisure
shore rug in hermosa sunset – dimensions: 24in x 48in

 

 

shore has launched a new collection of rugs, available exclusively from the future perfect. the color palettes of the new rug styles (named laurel canyon, hermosa sunset, sun valley, and iris) are inspired by the colors and hues of casa perfect and the rugged southern california landscape.

london-based rug brand shore rethinks poolside leisure
shore rug in hermosa sunset – dimensions: 24in x 48in

 

 

pioneering the field of ergonomic rugs, shore rugs feature a thick, tactile weave structure and are exceptionally comfortable to stand on while providing a unique massage-like experience. previously, shore had a hugely successful debut at ICFF in new york city in 2016 where they won the nyc x design award for ‘best commercial floor covering’. at ICFF 2017, they were awarded the prestigious ‘icff editors’ award for material innovation’.

london-based rug brand shore rethinks poolside leisure
shore rug in hermosa sunset – dimensions: 24in x 48in

 

 

they are the world’s first ergonomic rugs, effortlessly merging high-performance with handmade. they are entirely handwoven from custom-made silicone cord, which has its origins in heavy industry but has been meticulously developed to feature a satisfying, leather-like surface quality.

london-based rug brand shore rethinks poolside leisure
shore rug in iris – dimensions: 48in x 96in

 

 

available in a vivid spectrum of colors and gradients, shore rugs are also fully customizable. their unrivalled functional and ergonomic benefits in tandem with their bold visual appeal makes them perfectly at home in both stylish interiors and exteriors as well as in offices and workplaces underfoot at standing desks. informed by scientific research, anti-fatigue mats are proven to reduce fatigue caused by standing for long periods on a hard surface. 

london-based rug brand shore rethinks poolside leisure
shore rug in iris – dimensions: 48in x 96in

 

london-based rug brand shore rethinks poolside leisure
shore rug in iris – dimensions: 48in x 96in

 

london-based rug brand shore rethinks poolside leisure
shore rug in laurel canyon – dimensions: 72in x 96in

 

london-based rug brand shore rethinks poolside leisure
shore rug in laurel canyon – dimensions: 72in x 96in

 

london-based rug brand shore rethinks poolside leisure
shore rug in sun valley – dimensions: 34in x 84in

 

london-based rug brand shore rethinks poolside leisure
shore rug in sun valley – dimensions: 34in x 84in

 

london-based rug brand shore rethinks poolside leisure
shore rug in sun valley – dimensions: 16in x 86in

 

london-based rug brand shore rethinks poolside leisure
shore rug in sun valley – dimensions: 16in x 86in

 

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edited by: maria erman | designboom