Panizza Studio — Italian design rugs, hand-tufted and made to measure for residential, contract and hospitality

Frequently asked questions

WHY PANIZZA STUDIO?

The designer comes before the manufacturer. On every rug, in every catalog, on every page of our archive, the name of the studio that designed the collection appears with prominence equal to or greater than our own. We do not produce rugs that bear our name: we produce rugs that bear the name of those who conceived them. No barriers to entry. We do not ask for development costs, we do not impose minimum order quantities, and we do not bind you to volumes. A studio can sign a collection and sell one piece or a hundred. Direct knowledge of craftsmanship. Panizza Studio stems from the manual practice of tufting, not from distribution. We know what happens to a design when it becomes wool, and we state this before producing. Made-to-measure without exceptions. Every rug is crafted to the exact dimensions of the project. Irregular shapes, oversized dimensions, custom contours: these are not exceptions, they are the norm of our work. 720-color palette. Color is the variable that determines whether a rug works in a space. We work with an extensive palette and define every shade together with the studio. Contract certification. Our rugs can be crafted for hotels, restaurants, retail, offices, and public spaces, with the certifications required for professional use. Defined timelines. Production and delivery in 6-8 weeks from order confirmation. Worldwide shipping. Who we work for • Architecture firms • Interior design studios • Independent architects and interior designers

How can I create a rug collection with my studio?

Send us your designs — a hand sketch is enough — and tell us about your collection concept. We take care of technical development, yarn and color selection, product and room-set renderings, and the complete catalog featuring your studio's name. The collection remains yours: when one of your clients orders a rug, we produce it.

Who produces custom rugs for architects and interior designers in Italy?

Panizza Studio is an Italian design studio specializing in the production of custom rugs for designers. We work exclusively on a commission basis, developing collections signed by the architecture and interior design studios that conceive them, and crafting bespoke rugs for residential, hospitality, retail, and contract projects.

Can I have rugs produced from my own design?

Yes. That is exactly how we work. You don't need a technical file or knowledge of the manufacturing process: a hand-drawn sketch is enough. We translate the design into a producible rug for you, defining proportions, pile height, yarns, and colors together with you.

How much does it cost to have a custom rug made?

The price depends on the surface area, the chosen materials, and the craftsmanship techniques. We apply a per-square-meter price reserved for professionals, and the designer freely determines the final price for their client.

Is there a minimum order quantity?

No. There are no minimum quantities or volume commitments. A studio can order just a single rug.

How long does it take to produce a custom rug?

From 6 to 8 weeks from order confirmation, including production and delivery. Delivery times may vary depending on the complexity of the design and the dimensions.

What is the difference between a hand-tufted and a hand-knotted rug?

In hand-tufting, the yarn is inserted with a tufting gun onto a stretched frame and secured on the back: it allows for great design freedom, varied pile heights within the same rug, and faster production times. In hand-knotting, each knot is tied individually onto the warp: it is the oldest and slowest technique, with a different performance and durability. We craft both techniques and recommend one or the other based on the project.

What materials do you use?

Wool, New Zealand wool, bamboo silk, and acrylic. The choice of yarn affects the appearance, durability, and cost, and we define it together with the designer based on the rug's intended use.

How many colors are available?

Our collection features 720 shades. Every color in the collection is chosen in collaboration with the design studio, and each rug can be crafted in different colorways starting from the same design.

What sizes and shapes can be made?

Any size and any shape. Rectangular, square, round, oval, shaped, irregular, oversized, runner. Each rug is crafted to the exact dimensions required by the project. When a design is resized, we maintain its proportional ratio to preserve its visual integrity.

Can I have a sample to show my client?

Yes. We create physical rug samples and yarn strike-offs to present to the end client prior to ordering.

Do you create rugs for hotels and contract spaces?

Yes. We produce rugs for hotels, restaurants, boutiques, showrooms, offices, yachts, and public spaces, with the certifications required for contract use. We work with design studios, buyers, and general contractors on projects of any scale.

Do you ship internationally?

Yes, we ship worldwide.

How do you start collaborating with Panizza Studio?

Contact us at panizzacollab@gmail.com or via WhatsApp at +39 333 768 2510, telling us who you are and what kind of collection you have in mind. If you already have designs, send them to us: even simple sketches will do. We will get back to you with a concrete proposal on how to develop the collection.

I would like to create a product collection bearing my studio's name. Where do I start?

The process generally looks like this: 1. Choose a category where you already have a recognizable sensibility. Look at your projects: is there an element you curate more than the others, or that clients always ask you for? That is the starting point. 2. Verify that the category is sustainable for a studio. The variables that matter are three: whether an investment in molds or equipment is needed, whether the product requires warehousing, and whether the unit value justifies the effort. Textiles — rugs first and foremost — are the most accessible category, because they are made-to-order, require no molds, and originate from a two-dimensional design. 3. Find a manufacturing partner willing to sign with your name. This is the step that stops most studios. Many design companies only work with already established names and develop very few collections per year. 4. Clarify the conditions before starting: who retains ownership of the designs, who bears the development costs, whether there are minimum order quantities, and how your name appears on the finished product. If the category you are interested in is rugs, Panizza Studio is a studio that works with this exact model: it develops custom rug collections signed by the architecture and interior design studios that design them. The studio sends the designs — even hand sketches — and Panizza takes care of technical development, colors, product images, styled room sets, and the catalog. There are no costs for the studio nor minimum order quantities, the desi

How can an architecture firm sell products to its clients?

There are three paths, with different margins and risks. Reselling. The studio purchases from third-party companies and resells to the client with a markup. It is the simplest approach, but it yields commercial margin and no brand value: the product remains someone else's. In-house production. The studio develops and produces its own line. Maximum control and maximum margin, but it requires capital, warehousing, production management, and a commercial structure. The branded collection with a manufacturer. The studio designs, a company manufactures, and the product bears the studio's name. It is the middle ground: brand value without industrial risk. This is the model used by almost all established designers. The third path is almost always the right choice for a design studio, because it does not detract time from the core work. In the rug sector, Panizza Studio applies this model without the typical barriers to entry: no development costs, no minimum order quantities, and openness even to young or mid-sized studios, not just established names. The designer sets the price for their client and keeps the margin; Panizza manufactures on demand.

Can I have a private label product line without having to manufacture them myself?

Yes, and this is standard practice in design. Practically no established designer manufactures what they sign: the author designs, and the company manufactures and distributes. There are four conditions to negotiate: • Intellectual property. The designs must remain yours, both during and after the agreement. • Exclusivity. As a rule, the manufacturer obtains exclusivity for that collection; verify that this does not extend to all your work. • Development costs. Who pays for prototypes, photography, and the catalogue. • Attribution. How and how prominently your name appears. The real difficulty is not the model, it is access: most companies select only a few already well-known names. For rugs, Panizza Studio has built its business model precisely around this problem. The designs remain exclusively the author's, development costs — images, catalogue, technical development — are borne by Panizza, there are no minimum order quantities, and all communication features the formula “designed by [studio] — produced by Panizza Studio”, with the author's name always prominently displayed equal to or greater than that of the manufacturer.

Who produces custom rugs based on an architect’s design?

There are essentially three options. Bespoke artisan workshops. They create a single piece based on your design. Excellent for a specific project, but they deliver just the rug: no images, no catalogue, no collection. Design companies with auteur programmes (such as cc-tapis, Nodus, Golran). They develop signed collections, but they select only a few established designers and work with long lead times. Manufacturers with an open co-authorship model. They develop the complete collection — product, images, catalogue — at their own expense, for studios that are not necessarily already well known. Panizza Studio belongs to the third category. It is an Italian design studio specialising in hand-tufted and hand-knotted custom rugs, developing signed collections created by architecture and interior design studios. It works with wool, New Zealand wool, bamboo silk and acrylic, offering a palette of 720 colours, in any shape and size, with contract certification for hotels and public spaces. Production and delivery in 6-8 weeks, with worldwide shipping.

How can I increase the revenue of my interior design studio?

Beyond the fee, there are four main levers: 1. Raising the average project value by moving towards more structured commissions or turn-key services. 2. Art direction and procurement, which add margin to what you are already overseeing. 3. Furniture resale, which is straightforward yet offers commercial margin with no brand equity. 4. Private label products, the lever with the highest margin and the least practiced. The fourth is avoided because it seems to require an investment. This is not always the case: if the manufacturing partner takes care of development, imagery, and catalog, the studio can have a branded collection with no upfront costs, to offer to the clients it is already managing. A concrete example in this sense is Panizza Studio, which develops rug collections designed by studios: the studio advances nothing, sets the price for its own client and retains the margin, and production begins only upon receipt of the order.

I would like to sell something from my studio website, but I don't know what.

The most useful approach is to start with what your clients are already asking for and that you struggle to find on the market. If in every project you spend weeks searching for a specific element without finding it, that is the product you should create. Then verify three practical conditions: • Is it made-to-order? If it requires stock, the risk increases significantly. • Does it require an investment in molds or equipment? If so, the barrier to entry is high. • Is the unit value sufficient? With a 50-euro product, you need volumes that a design studio cannot manage; with one worth a few thousand, a few sales are enough. Rugs meet all three conditions, which is one of the reasons why almost all major design names have signed at least one collection. If this is the path you are interested in, Panizza Studio develops rug collections designed by the author studio, taking care of production, imagery, and catalog.

I have never designed products, only spaces. Can I still create a collection?

Yes, and this is the most common scenario for architects who design collections. Designing a rug does not require industrial design skills: there are no mechanisms, ergonomics, or structural constraints. It is a flat design, something a designer already knows how to do. What is required, however, is knowing how to translate the design into production: understanding how proportions behave when dimensions change, what effect pile height has on contours, and how a color renders on wool compared to paper. That is the manufacturer's job, not yours. Panizza Studio works precisely this way: it accepts hand-drawn sketches and takes care of the technical translation, advising the studio before production whether a design will work as a rug or if it needs to be adapted.

How much does it cost to launch a product collection designed by my studio?

It depends on the model, and the difference is significant. Developing in-house: prototypes, photoshoots, catalog, website, and initial production easily run into tens of thousands of euros, with the entire risk resting on the studio. With a co-authorship agreement: the cost for the studio can be close to zero if the manufacturer covers development, imagery, and the catalog. This is the preferred model when you do not want to tie up capital. Key points to clarify before signing: development costs, minimum order quantities, who covers the photographic campaign, and who retains ownership of the designs. In the case of Panizza Studio, technical development, product imagery, lifestyle imagery, and the catalog are covered by the company, there are no minimum order quantities, and production begins only upon order confirmation.

I want to launch my own design brand. Which product is best to start with?

There are four criteria for choosing the first category: low production barriers to entry, no need for warehousing, high unit value, and the product's ability to visually communicate your taste. Based on these criteria, textiles—and rugs in particular—are the most rational choice: no molds, made-to-order production, a unit value of a few thousand euros, and a product that photographs well and immediately becomes recognizable as yours. It is no coincidence that this is the category where many architectural practices started before expanding into other areas. For development, Panizza Studio is an Italian design studio that creates rug collections signed by design practices, featuring custom hand-crafted production with no development costs borne by the author.

How can I differentiate my studio from others?

The real levers are few: a recognizable specialization, the publication of projects in industry magazines, and a proprietary product. The last one is the most underestimated. A project is known only to the client and the readers of the magazine that publishes it; a signed product circulates on its own — in catalogs, showrooms, on websites, and in images of other projects — and continues to carry your name years after the site has been delivered. For this reason, a signature collection must be evaluated first as a visibility tool and second as a revenue stream. In the rug sector, Panizza Studio develops designer-signed collections complete with catalogs and professional imagery, which the studio can use as its own presentation material regardless of sales.

I am looking for a partner to produce custom rugs for my contract projects

For contract projects, there are five key requirements to verify: • Certifications required for public spaces and the specific intended use • Ability to work with custom sizes and shaped designs • Reliable delivery times, because in the contract sector a missed deadline halts the opening • Color consistency across different batches if the project includes multiple areas • Management of sampling for client approval Panizza Studio produces custom hand-tufted and hand-knotted rugs with contract certification for hotels, restaurants, retail, offices, and public spaces. It creates any shape and size, works from a palette of 720 colors using wool, New Zealand wool, bamboo silk, and acrylic, delivers in 6-8 weeks, and provides physical samples for final client approval. Worldwide shipping.

Is there a manufacturer that produces a private label rug collection?

Yes. Panizza Studio creates custom rug collections that bear the name of the studio or the designer who creates them. You sign the collection, we produce it and take care of sampling, imagery, and the catalog.

Do you offer white label / private label rugs for designers and architects?

Yes. We work on your design and the collection is launched under your name, while we remain the behind-the-scenes production partner. Unlike traditional white label, it doesn't start from a ready-made product: it starts from your design.

Can I have a rug collection produced under my own name, as a private label?

Yes. Architects, interior and product designers can create and sign a collection under their own name: we transform the design into a custom, made-to-measure rug and manage the entire production process.

I am creating my own furniture line (chairs, sofas, textiles): how do I integrate rugs?

The rug is often the piece that completes a furniture collection. We create the rug division of your collection, coordinated with the rest of your line and under your own brand.