The second collaboration in Tongue & Groove’s Co.Lab series, Wall to Wall, sees London-based studio Raw Edges and British design brand Established & Sons reimagine the role of colour, pattern, and parquetry in interior design.

We talk to Raw Edges co-founders, Shay Alkalay and Yael Mer, about creative freedom, the production process, and the impact the collection can have on interiors.

What is Wall to Wall, and how did the project come about?

Shay Alkalay: Wall to Wall was first created as an installation at Design Miami/Basel in 2009. The brief was to design a space that included something reflective and worked with plaster – so we created a Swiss landscape with plasterboard mountains and a colourful parquet floor. The floor felt really fresh and new, and people responded to it so strongly.

Yael Mer: We were really interested in how we could reimagine herringbone through colour, in a similar way to knitwear.

What happened after that initial installation?

Shay: Alistair Willis – the CEO of Established & Sons at the time – saw the installation and asked us to do an installation at the brand’s Mayfair gallery. The floor became an art piece and that was really exciting. Stella McCartney saw it and went on to use it in more than 40 retail spaces around the world.

Yael: The floor in each space was inspired by the context and completely different, so every store had its own journey through the space.

What does the partnership with Tongue & Groove mean for the collection?

Shay: It’s the first time an expert in the flooring industry has taken on Wall to Wall, and that’s really exciting. At the end of the day, success is not just about design – it’s about who you partner and the opportunities this creates. Tongue & Groove have a passion for design and a willingness to embrace new ideas that we really appreciate.

How do you imagine architects and designers using Wall to Wall?

Shay: The obvious application is for retail, hospitality and commercial spaces – but there’s also plenty of opportunity for use in residential projects. I can really imagine more subtle patterns, such as a neutral floor with a coloured edge, in domestic settings. The interesting thing about this collection is that we will put it out in the world and we never know how it will be picked up.

Yael: We love the idea of defining space through borders and colour schemes. Whether it’s in a residential or commercial setting, Wall to Wall can help create a journey. Often designers use rugs to define zones in large spaces, and Wall to Wall allows you to use colour and pattern to do the same.

Shay: We’ve created new patterns for the Tongue & Groove launch to showcase the potential to architects and designers.

Yael: Some are really bold and colourful and others are more toned down. There are so many possibilities and the only limit is imagination.

What makes the production process of Wall to Wall so unique?

Yael: We have always loved the way the dye doesn’t cover the grain of the timber. You can still see the natural qualities, and the surface feels very alive. Because the colour is absorbed into the timber, it adds something without taking anything away from the beauty of the timber.

Shay: For the original installation, we used stains that we found in a paint shop around the corner from the studio. Today, the artisans at the workshop in Italy create custom stains that are then applied to the timber by hand.

What are you most excited about launching Wall to Wall in Australia?

Yael: There’s a strong appetite for design in Australia and it’s exciting to see how designers will interpret the collection.

Shay: Australia has always been a market that has reacted positively to our work and the companies we work with hold Australian collaborators in high regard. This is also the first time we’re really showcasing the collection for designers, rather than in a gallery – it’s a very different approach. And, because it’s a made-to-order product and every interpretation will be different, it’s a living collection – there is so much potential.

Co.Lab is a pioneering initiative from Tongue & Groove that combines the brand’s precision engineering with the creativity of globally celebrated designers to create extraordinary timber flooring collections. Each collaboration reimagines the possibilities of flooring as a platform for design innovation.