LAS VEGAS–Surya has added another name to its growing roster of licensees, this time interpreting a worldwide art project into a new line of area rugs. The Cow Parade collection was launched at Las Vegas Market.
Considered accessible art for the public, the project itself has hit major cities around the globe, including locales such as Paris, Rome and Chicago. Jeff Gonzalez, national vice president of sales for Surya, said each city is given a number of blank cows, which it then distributes among local artists who create the individual designs. Once each exhibition period ends, the cows are auctioned off with the majority of money going to local charities. Designs for the rug collection are based on the best-selling cow designs.
As an added bonus for retailers, Surya has commissioned a series of mini cows to coordinate with the patterns chosen for the rugs. Retailers will receive the matching miniatures with their purchase and can use them for in-store merchandising. — Jennifer Quail