Written by ROGER GRODY. Featured in Performances Magazine, L.A. Master Chorale, December 2025 Issue
Rugmaker Ben Soleimani threads his way through Los Angeles with museum-quality Persian treasures and bold expressions of modern design. FLOORING IS SOMETIMES underappreciated—yet it can have a profound impact on the overall aesthetics of a space.
Ben Soleimani is a fourth-generation rugmaker from a prominent Persian family of craftsmen that settled in London in 1980; the British royal family was among its many prestigious clients. Today, he is a premier resource for luxury rugs in Los Angeles.
“This isn’t just business for me— it’s my life, my passion, part of my DNA,” Soleimani says, adding that his love of art and the craft are what keep him engaged. “My heritage and family history in the rug industry instilled a deep love for the artistry and craftsmanship of antique rugs.”
He arrived in L.A. in 1988. Noting, however, that his expertise extends beyond antiques, he adds, “That foundation informs my contemporary designs through a focus on nuanced texture and subtle color.”
Soleimani’s West Hollywood showroom is an impressive structure on a stretch of Melrose Avenue rich in the fine textile trade. Its 20,000-plus square feet of space encompasses a seemingly endless collection of rugs—rolled upright, hanging from walls like massive canvases or integrated into living-space vignettes alongside other Soleimani products.
“The design of our showroom was inspired by a less-is-more approach,” says Soleimani. “There’s a calm refined vibe that really lets the products shine. We focused on clean lines, then layered in beautiful, textured stone to bring depth without overcomplicating things.”
Soleimani shares his personal collection of antique rugs in a private room that’s designed to feel intimate, exclusive and curated. “Antique rugs add life to a space with their color, texture and history. They tell a story and work as well in a contemporary setting as they do in a traditional one,” he says.
Soleimani’s showroom offers antique rugs, many heirloom- and museum-quality, from throughout Asia and the Middle East. More approachable are rugs featuring traditional designs but handcrafted by contemporary artisans, some inspired by designs from the height of Persian rugmaking in the 16th and 17th centuries.
“I respect traditional design by focusing on timeless forms and quality craftsmanship,” says Soleimani, who adapts ancient principles of rugmaking to suit modern sensibilities. For those who perceive traditional Persian rugs as overly formal, many of his contemporary designs are compatible with sleek, minimalist architecture.
Among the company’s more contemporary rugs is the Akula, handcrafted in India from New Zealand wool and featuring handsheared organic lines that gracefully flow across the product. Soleimani is also proud of his innovative line of stain-resistant performance fabrics, ideal for young and active families.
The brand has expanded into contemporary furniture and lighting fixtures well-suited for steel-andglass homes in the Hollywood Hills. Neveretheless, Soleimani says, “I don’t design for trends. I design pieces that will always feel relevant.” Compelling items include the Kingsley dining table with abstract fluted base and the fanciful Maris chandelier, which diffuses its light through ethereal alabaster discs.
“My style is created to fit seamlessly in modern and traditional spaces,” says Soleimani of his creations, which nevertheless seem timeless.
Though most of his clients are professional designers, the showroom provides great inspiration for freestyling homeowners.
Read the rest of the issue: Performances Magazine | L.A. Master Chorale, December 2025
For more information, visit bensoleimani.com
Address: 8650 Melrose Ave., West Hollywood
Phone: (323) 486-3491
Photo credits: Photo courtesy of Performances Magazine | L.A. Master Chorale, December 2025
