Beyond The Loom

"I don’t think evolution always means change, it’s more about accumulation. My home has grown with me, layer by layer. I still love the same things I always have — color, texture, a little drama — but now there’s a history to it all. Over time, you start to mix the moments: a chair from my first apartment, art picked up on travels, something my kids made that somehow feels right next to an Italian lamp. It’s the combination that tells the story. Style doesn’t have to shift, it just deepens."

"We’re tinkerers, and we’re okay with being in an imperfect space. The idea that a home should be exactly how you want it within a few months of moving in is such a fallacy. If we had made all the decisions right when we arrived, we would’ve missed so many chances to thoughtfully put things together over time."

“Art in the house has always been essential for me, so every room needed a signature piece that tells a story. When I discovered the plot where the Maison is situated today, it was completely abandoned land with a small fallen-down house… In the title deed papers, it says the house was called “Jenny,” so I wanted to pay homage to this house that we needed to demolish. Therefore, all the artworks in the rooms have something to do with Jenny…”

When Brooklyn-based Shapeless Studio approached Salam Hello to design a custom rug for a townhouse project, the collaboration became an exploration of form, texture, and craft. Handwoven by Amazigh women artisans in Morocco’s Middle Atlas, the rug reimagines modern geometry through a lens of tradition, resulting in a piece designed not just for a room, but to define it.

Our newest made-to-order collection, Atlas Form is inspired by Morocco’s shifting topography, where desert meets mountain and ancient pathways bend with time. Each piece traces the fluid lines of nature, from dunes and canyons to hillside kasbahs, in a palette of burnt sienna, olive green, sun-faded taupe, and clay red.

Siroua Shades is a tribute to the generational craft that inspired us to start Salam Hello.  Crafted entirely by hand using ancestral tools and 100% natural materials, this collection is our purest expression yet. It is a celebration of origin, tradition, and craft in its most intentional form.

Each May, as the weather warms across Morocco, sheep shearing season begins—marking the start of the wool cycle that powers generations of Amazigh craft. In remote mountain villages, the year’s wool is sheared by hand, preserving a tradition that shapes every rug we create.

Each Moroccan rug is a living reflection of its origin—woven from local wool, dyed with native plants, and shaped by the environment and traditions of the Amazigh tribe that created it. At Salam Hello, we ensure that every rug is woven in its region of origin. Rather than consolidating production, we go to where the artisans are. For us, that’s what makes the craft more enduring, more respectful—and more sustainable.

Color isn’t just a backdrop — it’s a tool for creating spaces that feel alive, personal, and full of story. Few people understand this better than Daniela Araya, a Hudson, NY–based color consultant and designer who helps clients use color to build homes that feel fearless and deeply individual. Her approach blends color psychology, storytelling, and collaboration to quiet self-judgment and spark confidence.

Marrakech is a city unlike any I’ve ever been to – and the sights and sounds can be both thrilling and overwhelming. My recommendation when traveling with kids is to build in some down time (or book a sitter to spend some times back at the hotel/house with the kids) – particularly during the hottest parts of the day – so the kids have a chance to rest and recoup.

Riad Yasmine is a family-run guesthouse that’s been around since 2001. We took it over 10 years ago with the intention of creating a space where people could land and feel truly held—even just for a few days. It’s a home away from home, where everything is thoughtfully curated, but nothing feels too perfect or precious. Our mantra has always been: “Welcoming you as guests, leaving as friends.”

Hadley Keller, a longtime design writer, currently serves as the editorial director of the Design Leadership Network, a community of top interior designers. On a recent trip to Morocco—with stops in Tangier, Fez, Chefchaouen, Marrakech, and the Atlas Mountains—she explored some of her favorite places to eat, shop, and stay.