INTERVIEW: ACID.FLWRS x Brintons

March, 2025

Following the recent launch of ACID.FLWRS x Brintons Art Rug Capsule Collection, I interviewed Claire Mueller - ACID.FLWRS floral artist & founder along with Leah Taylor - brand manager of global woven carpet manufacturer, Brintons about the nuances involved in bringing a creative collaboration to life

1. How did the relationship between ACID.FLWRS and Brintons start and when did the idea of working on a brand collaboration begin?

Claire Mueller (CM) - Like many good creative relationships, Leah (brand manager of Brintons APAC) and I first became friends via the Internet. Leah has a personal platform for interior design that lead to us collaborating on a creative shoot, combining her love for sculptural minimalist form with my love of colour. We both appreciate Brutalist surfaces and contemporary design, so really clicked. Leah has a great eye for what can work in floor surfaces. She mentioned at the time it would be cool to make ACID.FLWRS rugs one day. I guess she had that in the back of her mind when the opportunity came up at Brintons.

Leah Taylor (LT) - Claire and I had the pleasure of working together on a creative side project a few years ago whilst I was also working for Brintons. The idea to collaborate grew naturally as we both recognised the potential to create something truly ground breaking by merging our strengths. ACID.FLWRS’ bold and experimental aesthetic resonated with Brintons’ commitment to constant innovation in carpet design and working collaboratively with creatives in a variety of fields.

2. Approximately how long did producing this collection take, from your initial discussions through to product fabrication and launch?

CM - About a year and a half. We had initially anticipated an earlier release, but with everyone having different schedules and the reality of sampling timeframes it took longer. These designs are going to be part of Brintons’ permanent collection, so it was more important to get the details right than to rush them, which is an ethos I really resonate with. From early concept sketches to choosing colours, then refining designs and rounds of sampling, it was an in depth process utilising all of Brintons technical expertise. I learned a lot along the way. It was a really enjoyable process.

LT - From concept to launch, the process took roughly 18 months. This included initial brainstorming sessions, design refinements, sampling in both hand-tufted and Brintons HD Weave Axminster techniques to reach a result Claire was happy with.

3. How did you approach defining the brief and scope for this collaboration?

CM - We had a goal of three designs but beyond that it was about exploring how best to bring the AF aesthetic into floor textiles through the different techniques Brintons offer. Often commercial collaborations come with a lot of constraints and limitations, but this project was a very organic process, which I absolutely credit to Leah's trust in the potential. We ended up creating two hand tufted designs (Glitch Runner and Marble Waves) and one Axminster - Brintons signature weave - giving an incredible level of detail. The Flower Ripple rug design comes from one of ACID.FLWRS’ art prints. It's an amazing reproduction - the colour and detail that was achieved in the flowers and water ripple is pretty mind blowing.

LT - The brief was a collaborative effort focused on combining ACID.FLWRS’ signature use of orchids and fluid marbling aesthetic with Brintons’ unparalleled technical expertise. The scope balanced artistic freedom with the practicalities of creating functional, high-quality rugs, ensuring the designs not only pushed creative boundaries but as well as Brintons’ production capabilities.

4. What were your objectives in partnering on a project?

CM - I like to work with brands/partners who are experts in what they do and have an appetite to explore new perspectives. I love design and learning about different industries, but I’m not an expert in every medium. For me, partnerships are an opportunity to expand the AF world with someone I trust, in order to create something awesome together. Brintons are an incredible partner because they care so much about creating a quality outcome and allowed space for that to evolve along the way.

LT - Our objective was translating ACID.FLWRS from something ethereal into something more permanent and more lasting while highlighting Brintons ability to take a concept, no matter what it may be, and weave it into life.  And slightly more selfishly having the opportunity to collaborate with Claire on something brand new. Merging each of our unique skill sets to create something previously unseen.

5. What benefits do you think an artist can bring to a brand, via collaboration?

CM - A different perspective on an existing product, an opportunity for storytelling and depth of visual identity.

LT - Artists introduce fresh perspectives, unconventional approaches and unique narratives that can reinvigorate a brand’s identity and push it beyond limiting internal norms. This case involved the exploration of uncommon production techniques and aesthetics. Through collaboration, a brand gains access to the artist’s creative ethos, resulting in products that feel distinctive and resonate deeply.

6. Each of you played a significant part in the development of this collection. Can you share some insights about what that encompassed? What role did the artist play and what was the role of the brand?

CM - My role was to bring the AF vibe

- Identifying what core elements from the artwork I wanted to explore in this new medium

- Keeping those core elements on track through the design development process

- Not getting lost in the vast array of options

Leah and the team really helped me understand what would and wouldn’t translate into a large-scale floor piece, and shared a lot of information about different finishes, blends and textures so we could find the right options. The designers at Brintons were amazing in developing the sketches into functional rug designs. It’s an incredibly complex process, as every dot of colour has to be mapped out. I really loved working with the team and always looked forward to our design meetings.

LT - Claire brought her bold artistic vision and an ability to challenge expectations. Brintons complemented this by translating her intricate designs into technically flawless products, using cutting-edge weaving and tufting techniques. The collaboration was a true meeting of art and expertise, where both roles were equally pivotal.

7. What do you think are some of the key elements required to formulate a successful brand collaboration?

CM -

Mutual respect.

A healthy timeline.

Generosity of knowledge.

A desire to both win from the outcome - not a one sided win.

LT - Open communication, mutual respect, and a shared vision are crucial. It’s also important to strike a balance between creative experimentation and practical execution, allowing both the artist and brand to play to their strengths.

8. In addition to artist and brand, what other skills or roles formed part of realising the ACID FLWRS x Brintons Capsule Collection?

CM - As I work professionally as a brand creative, I have a pretty good understanding about PR, event production, sponsorships and content production. Leah has a great understanding of spaces, music and a great interior design network, which definitely helped for the launch event. We called in a lot of favours from creative friends to help bring the event to life, including creative direction, projection design and highly customised food.

LT - Other key roles included our talented Brintons in-house designers Alissa Jewel, Amanda Hidalgo and Kristen Quayle and our artisans from our mill who ensured the designs were translated accurately.

9. After working closely together to produce this collection, can you share some of your project highlights?

CM - Genuinely the whole project was amazing - I loved every stage of the process. Working with Leah and the design team was so much fun.

We started the project when I had my puppy Wolvi and he would come in to the office and run around trying to bite Graham the sheep’s tail (a life sized sheep mascot from the British Wool Association) which had us all in stitches. That is a core memory.

Choosing the colour palettes initially was a dream for someone who loves colour and organisation as much as me. There are hundreds of different wool tufts neatly arranged in special trays. Getting the final production samples was epic as the texture just came to life; it's so different to seeing a flat design on a page.

And the launch! It was a really special feeling to see the rugs roll out for the first time. Both Leah and I had been working so hard to bring it all together and ended up both being really unwell for the day, but we powered through on the excitement of it all. We amazing help in the form of creative director Renier Jansen van Vuuren and projection designer Leif Wilson, long term creative friends who really helped create the vibe, and Clifford Luu, Stöss Cooks and Glenfiddich who made sure we had fabulous food and drinks to match. We'd had a really long road trying to find a venue for the launch as our initial plan ended up being demolished (classic Sydney!) but it all worked out even better than we could have hoped at Machine Hall. I'm really proud of what we ended up showcasing and it was such a pleasure to share it with both creative friends and industry peers.

LT - One highlight was seeing the first round of quality design samples come to life. It was an exciting moment seeing the first look at just how beautifully Claire’s designs translated into a brand new medium. Another was the overwhelming reception at the launch, validating all the hard work behind the collaboration.

10. Many creatives are intrigued by the idea of brand collaborations. What advice or suggestions would you give an artist who's never worked on a collaboration before?

CM - Know who you are and what value you can offer a brand - if you can't clearly define your unique perspective it will be hard for anyone else to understand it. Along the way be confident but don't be a brat. A good collaboration benefits both parties so take the opportunities to learn and be professional in delivering what you commit to.

LT - Choose a brand whose values and vision align with yours. Collaboration is about creating something greater together, so be open to different perspectives and trust the process. Stay hands-on and true to your artistic identity but embrace the opportunity to learn and grow through the expertise of your collaborators.