Over time, through numerous encounters with retailers, hotels, private residences, and also in the online sector, I have developed a deep understanding of how differently people perceive outdoor carpets – and how strongly this perception is influenced by cultural, regional, and aesthetic factors.
Since I live in Switzerland and my company is now based in Andermatt, I move daily between three worlds – German-speaking Switzerland, French-speaking Switzerland, and Ticino – to build the Martin Gabriel brand. Each of these regions has its own distinct color and design culture. These very differences initially shaped my work enormously and simultaneously led to an important learning process.
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Three regions, three tastes – and one product that has to work everywhere.
German-speaking Switzerland: Reserved, neutral, safe
In German-speaking Switzerland, outdoor furniture in black, anthracite, and shades of gray predominates. People live and think in a very neutral and cautious way when it comes to color. Even a rug with a minimal, barely visible light blue stripe —a blue heavily mixed with gray—could cause a stir. Not because the rug was "daring," but because color is hardly present in this market. Beige and sand tones are already considered "bold" here.
This reluctance is deeply ingrained, and the reaction to designs that deviate slightly from this pattern has been correspondingly strong.
Ticino: Sun, courage and Italian lightness
In Ticino, the situation is completely different: color is valued, warmth is desired, and a touch of Italian flair is simply part of the experience. Carpets that might seem too bold in German-speaking Switzerland are often just right here.
French-speaking Switzerland: Unique, tasteful, interpreted differently
French-speaking Switzerland, on the other hand, operates within its own distinct aesthetic – somewhat more creative, open, and decorative. Different color preferences, different combinations, and different atmospheres are desired.
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Learning by doing – and sometimes learning by pain
When I had my first collections made, I didn't have the option of ordering a sample or a single piece. I had to produce larger quantities directly – 50 carpets in various sizes. I bought them, stored them, presented them, and loaded them up again, driving across Switzerland from project to project, from showroom to showroom.
It was a time full of investments, uncertainties, and endless work.
I had to:
• Test designs
• Compare materials
• Determine sizes
• Create individual lookbooks
• Gather customer experience
• Classify feedback
• Understanding regions
Every step cost money, time, and sometimes nerves.
There were moments when I would have liked to just give it all up.
But I persevered.
Because I knew that the path was the right one.
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Those who are more open-minded see more – and buy differently.
What I have learned very clearly:
Customers who travel frequently or reside in Italy, Spain, or Ibiza perceive colors differently. They are accustomed to textile design being vibrant.
I didn't have to explain my carpets to these people.
They immediately saw the potential, understood the design, loved the colors, and also bought bolder pieces.
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Don't listen to others – listen to your own feelings.
If I had listened to the opinions of others, I would never have implemented much of what works today.
Products are not created through discussions, but through persuasion.
Asking too many questions can lead to a downward spiral that is difficult to escape.
This is even more true in the premium segment.
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Today: A clear collection, strong partners and growing demand
Today I am working:
• together with good retailers
• with hotels that use my products
• with private clients who use my carpets in residences
We have gained experience, refined designs, perfected sizes and created a collection that works in all three parts of the country – but is not arbitrary.
Demand is growing, the quality is convincing, the content is getting stronger, and my brand presence is now clear, high-quality and recognizable.
I am grateful that I persevered.
Because one thing has been confirmed:
Nothing comes from nothing.
You have to believe in your idea – and then work for it every day.
