How Living DNA becomes the unseen thread that weaves interiors together

For homeowners, the same capability shows up differently. “What our commercial, retail and hospitality work has really given homeowners is convenience, less decision fatigue, and support that doesn’t end at delivery,” says founder Denise Taojo Kaur. “That responsiveness means being able to prepare a room ahead of an occasion, or simply complete it, without another long lead time or an uncertain decision.”

Among the pieces most often reached for is Lithe, woven from recycled PET yarn and spot-washable, making it a practical anchor for dining areas and other high-traffic spaces. Alchemy Matcha, the newest tone in the brand’s flagship line, is handloomed from Tencel with a two-toned, velvet-like sheen. Meanwhile, the Abstract Mayfair Grey, handloomed in the same Tencel fibre, carries a soft abstract pattern that’s made it one of the brand’s most versatile, easiest-to-place designs.

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“Our mantra is always listening first; design comes later,” says Plameras. Every project begins with understanding intent, before a single material or colourway is proposed.

That attentiveness continues beyond delivery. “We invested in professional rug cleaning and alteration capabilities alongside our design and production expertise, to help clients preserve and adapt their rugs over time,” says Kaur. “What began as a commitment to after-care has also become a source of insight. Seeing how our rugs perform in real homes gives us firsthand feedback on their longevity, and continually informs our product development.”

The same attention meets anyone who walks into the brand’s Keong Saik showroom, whether the project is a hotel lobby or a single living room. “I’m first and foremost a homeowner, not a designer,” says Kaur. “So the journey is built with that in mind, for someone who often can’t yet visualise what they want.”

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Over a decade of client relationships, the team has learned to read different appetites for decision-making. Some homeowners want to be involved in every detail; others prefer a single, well-considered recommendation.

“Luxury is built through coherence,” says Kaur, an instinct carried over from the brand’s work in retail and hospitality, where every material and proportion has to express something larger.

By the time most homeowners reach the rug stage, Kaur notes, they’re often worn down by a hundred earlier decisions. The team treats that as useful material, taking stock of everything already bought, built and collected, then working out the thread, visual and emotional, that ties it together. That thread becomes the foundation of the rug, and often, the last piece that lets a room finally feel resolved.

It is never just the finishing touch. Living DNA welcomes homeowners, designers and project teams at its Keong Saik showroom, by appointment or walk-in, to begin that conversation.

Living DNA, 16 Keong Saik Road, Tel: 8511 3584, livingdna.sg

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