Geometric motifs and playful colorways make up the ADI Tile Collection, a collaboration between Annie Downing and Popham Design, marking the designer’s first foray into tile design. Handcrafted by skilled artisans in Marrakech, the four patterns offer a jovial collection with worldly inspiration.
We caught up with Annie to find out how the collection came together.
Raymond Paul Schneider: When did you first start developing this new collection?
Annie Downing: I’ve admired Popham design for years and have used their tiles in multiple projects. They were the first and only people I called, and I reached out to them in 2022 to see if they would be interested in producing this collection. Popham’s commitment to craftsmanship, color, and pattern is unmatched, and their collaborative spirit and design sense made the whole process feel like magic.
RPS: What was the overall timeline from conception to final design?
AD: From initial outreach to launch took about three years.
RPS: What was your initial inspiration, and where did the idea come from?
AD: As an interior designer, tile is one of my favorite tools for storytelling. It’s functional, of course, but it also brings so much texture, dimension, and soul to a space. I wanted to create something that felt joyful and expressive — pieces that could hold their own in a room, or quietly complement everything around them.
RPS: Describe your overall creative and design process.
AD: As with my interior design, the collection is rooted in my love of travel, art, and objects that feel collected over time. I drew on everything from antique textiles to architectural flourishes, everyday doodles to ceramic motifs. I wanted each pattern to feel a little playful and imperfect — a reminder not to take things too seriously. All of them are named with a wink — we like to have a little fun.
Color is also a huge part of our design language, and I approached the palette the same way we would a room — a mix of earthy, saturated, and soft tones that play well together. We leaned into shades that felt fresh but timeless: a pistachio green, a moody plum, a warm clay. These are colors I return to again and again in my work.
RPS: Did you have a specific audience or theme in mind?
AD: Really, anyone! But I think I knew they would resonate most with people who love color and pattern, and aren’t afraid to go a little bold.
RPS: What methods, tools, and materials did you use to develop and prototype this design?
AD: Concrete tile is part of Morocco’s rich artistic and architectural heritage, and we were lucky to work with a company that has such an extraordinary team of master artisans – many of whom have over 20 years of experience in their craft.
Each tile is pressed using a hydraulic press rather than kiln-fired, meaning very little energy is used in production. They are air-dried, cured, and free of lead or harmful toxins, making them a sustainable and safe choice. Durable, functional, and easy to maintain, the tiles are suited for both indoor and outdoor use, in both residential and commercial spaces.
RPS: Did you use any new techniques or technologies to conceptualize or create this product?
AD: Not particularly, however, given that this was our first foray into producing a product collection, we certainly learned a lot along the way in terms of the right way to sketch and produce designs.
RPS: Were there any challenges that influenced or changed the final design?
AD: We went through many iterations with sampling. It’s one thing to see it on paper or a computer, and you really have to have it in your hands to really understand how the scale, design, and color are coming across.
RPS: Describe your brand’s overall DNA and ethos.
AD: We always say we design for “storied living”, guided by our dynamic clients and places near and far. My firm’s process is by-design, but it is also organic and intuitive – we hope to nurture trust, the sharing of stories, and the deep connections that reveal how our clients most want to live and feel. We always strive to create the most authentic, timeless interiors – and usually that includes a lot of pattern and color!
Photography by Cydney Cosette.
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