Inside the Artful World of Patience&Gough: Interview with Alice Patience and Oliver Gough

In a bold, cross-disciplinary collaboration with British design studio Patience & Gough, NOOM presents a striking collection where digital NFT art meets high-end furniture and textile design. In this interview, co-founders Alice Patience and Oliver Gough reflect on their creative journey—from reviving antique furniture to crafting imaginative fabrics—and share why NOOM was the ideal partner for bringing storytelling, texture, and digital artistry together in one visionary collection.

Read the conversation below!

How did Patience & Gough come to life? How did your journey evolve from upcycling furniture to creating innovative textile designs?

We started Patience & Gough from a simple love of giving old furniture new life. Back in 2013, Alice (Patience) began by restoring or upcycling antique pieces in a little workshop in the Lake District – sanding, painting, and transforming “forgotten furniture” into one-of-a- kind treasures. I (Oliver) joined her soon after, first taking photos of her work and then picking up a paintbrush myself. Our early projects were all about craftsmanship and sustainability: Each piece told a story, and we fell in love with the process of handcrafting something fresh from something old.

As our upcycling work gained attention (we even showcased at a design show in London and landed our pieces in Liberty London for a couple of seasons), we realised this passion could grow into a real design studio. We officially formed Patience & Gough as a duo, grounded in the idea that beautiful design and sustainability go hand-in-hand. Working on those furniture revivals taught us so much about materials, colour, and pattern.

Eventually, it felt like a natural evolution to start designing our own textiles. We’d always been using other brands’ fabrics, hunting for the perfect print or texture. At some point we looked at each other and thought, why not create the patterns we’ve been dreaming of? This kicked off our journey into innovative textile design. We carried over the same ethos from our furniture days – an emphasis on quality craftsmanship and eco-conscious materials – but now applied it to developing fabrics from scratch. Today, our textile collections (like our signature velvet and linen ranges) are an extension of that original journey: they’re born from a love of art and interiors, a commitment to sustainability, and the joy of creating something new and meaningful. It’s amazing to think it all began with a few upcycled pieces in a small studio, and now we’re crafting our own fabrics for interior designers around the world.

How do you select artists and designers to create prints for your fabrics? How did you find Yevheniia Vynokurova’s arts?

We’re both artists at heart, so we look for collaborators whose work sparks an immediate “wow” in us – that usually means there’s a unique vision or a story in their art that we feel would translate beautifully to textiles. The process is very personal and intuitive. We’ll spend ages exploring galleries, Instagram, even NFT marketplaces online – anywhere creative people showcase their work. If a particular illustration or pattern makes us pause and imagine it on a cushion or a chair, that’s a great sign. We also consider how an artist’s style will mesh with the Patience & Gough aesthetic. We love bold, imaginative imagery and a certain timeless whimsy, so we gravitate towards artists who have those qualities.

Ultimately, it’s about a shared passion for craftsmanship and storytelling. We’re drawn to artists who, like us, aren’t afraid to be a bit experimental or bold. When we find someone whose talent we admire, we reach out, start a conversation, and see if there’s a creative chemistry. Collaborating is a two-way street – we want the artist to be as excited as we are about the partnership, so we really seek out kindred spirits in design.

I remember an evening of diving down an internet rabbit hole of digital art and coming across these stunning, fantastical tiger illustrations that were unlike anything I’d seen. They were vibrant, full of life and a touch of magic. We actually discovered Yevheniia Vynokurova, the illustrator behind our fabric prints, in the NFT art space. Her whimsical tiger illustrations stopped us in our tracks – they had this magical, mythical quality that we instantly knew belonged on textiles. We reached out to her online, and the connection was
immediate. Together, we developed our fabric designs through a true creative back-and- forth. We poured over archival pattern books from our studio library for inspiration, blending vintage motifs with Yevheniia’s contemporary digital artwork. The result of this mashup is something really special: prints that feel both timeless and totally new. Working with Yevheniia has been such a joy that she’s become a regular collaborator, perfectly aligning with our vision of art-driven design.

Your velvet is made using recycled plastic bottles—could you walk us through the fabric production process?

Sustainability is a core value for us, so we’re particularly proud of our recycled velvet and how it’s made. It still surprises people to learn that this luxurious fabric actually starts out as humble PET plastic bottles. The production process is a fascinating blend of recycling technology and traditional textile making. First, used plastic bottles are collected and thoroughly cleaned. They’re then melted down and extruded into fine threads – essentially creating a high-quality polyester yarn from what was waste. Those threads are spun and woven to form a plush velvet pile. The end result is a sumptuous velvet fabric that feels as soft and rich as any traditional velvet you’ve ever sat on. If we didn’t tell you, you’d never guess the material had such utilitarian origins! What’s important is that we’re not sacrificing quality or comfort to be sustainable; our recycled velvet is hard-wearing, easy to clean, and truly premium in look and feel. It’s a way of taking something that would have cluttered a landfill and transforming it into a beautiful, durable textile for luxury interiors. This process highlights our belief that eco-friendly design can also be high-end and indulgent – you can have both. Every time we upholster a chair in this velvet, we’re reminded that innovation and conscience can go hand-in-hand in design.

What drew you to collaborate with NOOM?

Our partnership with NOOM came about very naturally and has been incredibly energising. NOOM is a young, fast-growing design brand from Ukraine known for their bold, sculptural furniture, and we’ve admired their work for a while. We felt an immediate synergy between our brands. For one, both Patience & Gough and NOOM sit at the intersection of art and design – we each create pieces that are functional but also have a strong artistic presence. We also share values of craftsmanship and sustainability, striving to use quality materials and innovative techniques in everything we make. When the idea of a collaboration came up, it just clicked. We realized that by combining NOOM’s distinctive furniture silhouettes with our vibrant, art-driven fabrics, we could create something truly extraordinary. It’s the kind of collaboration where each side elevates the other: NOOM’s chairs and sofas become even more eye-catching when dressed in our patterns, and our fabrics take on new life draped over NOOM’s contemporary forms. Another aspect of the synergy is the cultural connection – our first artist partner Yevheniia is Ukrainian, and NOOM as a Ukrainian brand gave us further common ground and understanding of each other’s aesthetics. Ultimately, we partnered with NOOM because we knew together we could push the envelope of design. The collection balances playful creativity and refined luxury, showcasing pieces that spark conversation. It’s been a joy to see our textile designs and their furniture craftsmanship come together so harmoniously.

Which of the three chairs created by NOOM in this collaboration is your personal favourite, and why?

If I had to pick a personal favorite piece from our collaboration with NOOM, it would be the Hello Chair upholstered in our “Penrose Prowl” fabric. The Hello Chair itself is such an iconic design – it has a striking, sculptural silhouette with those bold curves and an almost art-like presence. It’s the kind of chair that catches your eye immediately, even before you notice the details. Now, when Noom covered it in our Penrose Prowl velvet, the effect was breathtaking. That fabric features one of our most dynamic patterns (inspired by Eshers never ending staircase and big cats on the prowl), and it complements the chair’s form perfectly. The interplay of the chair’s rounded, welcoming shape with the energetic pattern creates a piece that’s brimming with originality. It’s not just a chair anymore; it becomes a statement, almost a functional piece of art. The silhouette and the print enhance each other – the curves show off different aspects of the pattern, and the pattern in turn draws attention to the chair’s unique lines. We love that it’s simultaneously playful and luxurious. It’s bold, it’s art-driven, and it doesn’t shy away from being the centre of attention in a room. The Hello Chair in Penrose Prowl really encapsulates what this collaboration is about for us – daring design, comfort, and artistry all in one. It makes me smile every time I see it, and I imagine it will do the same for anyone who sits in it or even just walks past it in an interior setting.

What are the key fabric trends shaping interior design in 2025? How do you see the role of textiles evolving in modern interiors?

As design lovers, we’re always keeping an eye on what’s next. 2025 is shaping up to be the year that pattern makes a powerful comeback. For a while, minimalism and plain neutrals dominated interiors – think all-beige or grey everything – but that’s changing.

We’re already noticing a resurgence of bold patterns and prints in home décor, and that trend will only grow stronger. People are craving more personality and warmth in their spaces, and interesting fabrics are a big part of that. At the same time, we foresee the reign of beige finally fading. Those safe, monochromatic color schemes are giving way to richer palettes. Neutrals aren’t going away, but they’re evolving; for example, we see subtle blues emerging as the new go-to base color. Soft, muted blues can act as versatile neutrals – they’re calming and easy on the eye, yet more distinctive than plain beige. Now, pair those gentle blues with pops of deep red, and you have a palette with real impact. We predict a lot of interiors will feature these contrasting tones: imagine a serene dusty-blue sofa accented with cushions or trim in a wine or cranberry red. It’s that balance of cool and warm, subtle and bold. In general, maximalism is on the rise: think layered patterns, textured fabrics, and a mix of colors used in clever, curated ways. This doesn’t mean gaudy; it’s more about confidence in mixing prints and hues. We’re excited about this direction, because it aligns with our love for pattern and color. We’re already designing with these trends in mind – creating fabrics that have intricate patterns and that perfect mix of a soothing base tone with striking accent colors. 2025 will be all about embracing character in textiles, moving away from the overly minimal look and infusing spaces with a bit more life and storytelling through fabric.

What’s next for you?

We have so many exciting things on the horizon, all centered on expanding our creative expression in sustainable, art-driven luxury design. In terms of textiles, we’re venturing into Jacquard weave fabrics next. This is a big step for us – it means our patterns won’t just be printed on the fabric, but actually woven into the material. Jacquard weaving will add a whole new level of depth and texture to our designs; imagine our bold patterns with a tactile dimension, almost like you can feel the artwork under your fingertips. Alongside that, we’re also translating our designs into wallpapers. Many of our clients have hinted they’d love to envelop entire rooms in P&G patterns, so we’re answering that call. Soon you might see an accent wall (or a whole room) adorned in a signature Patience & Gough print, which is thrilling to think about.

Another project we’re pouring our hearts into is an Art Deco inspired collection in collaboration with Frank Holmes, a renowned historical restorer. Frank brings a wealth of knowledge about authentic Art Deco detailing, and working with him ensures that this new collection will pay respect to the era’s craftsmanship while still feeling contemporary. We’re taking cues from classic Art Deco patterns and architecture – think bold geometry, fan motifs, luxurious metallic hints – and giving them a modern P&G twist.

And of course, we’re teaming up again with Yevheniia Vynokurova, whose illustrations will bring a unique twist to the Deco motifs. Expect to see fabrics (and maybe a wallpaper or two) that marry the opulence of the Jazz Age with our own whimsical, modern touch. It’s all about celebrating heritage while keeping it fresh and original.

We want to keep pushing boundaries and exploring new frontiers of design. Whether it’s experimenting with new materials or teaming up with other creatives around the world, we’re always looking for ways to innovate. In everything that’s next for us – be it Jacquard fabrics, wallpapers, Art Deco collections, or new furniture pieces – our goal remains the same: to create beautiful, meaningful designs that tell a story, champion sustainability, and elevate the notion of what luxury design can be. We’re incredibly excited for the future and proud to be growing in a way that stays true to our artistic roots while embracing new ideas and technologies.