ABOUT

Serio Ludere exists to inspire an approach to life and living as works of art, a serious play.

From a young age, I was drawn to textiles, textures, colours, objects that harmonize, and smells, whether odours or fragrances. I needed to ask why: why does this smell good? Why does this look good? That curiosity led me, after a foundation year in Art and Design at Central Saint Martins, UAL, on a long detour into Pure and Applied Mathematics, an art of its own. And yes, there is a math to it, a math to the question of what makes something beautiful. Over the last few years, through research, wandering and exploration, I have made my way back to craft, art and design, a journey culminating in Serio Ludere.

Wanting better for you and for myself, I went beyond the beaten path, to the back of the beyond, where I found the most exquisite items at the price they should cost.

I see beauty as an absolute necessity. It is essential. It soothes and nurtures, it opens us, inspires us, and keeps us enchanted with life. Life should be lived among objects that are beautiful, symbolic and have a story to tell.

Objects can be charged with energy, and luxury is an aura that lives in the details. That is what I offer here: rugs and objects made by hand, each a refinement of human skill somewhere in time, and an absorbent of the energy of presence, attention and intent for art, poetry and beauty. They are here to inspire you to be playful, to create beauty and meaning everywhere, and to make your spaces playgrounds, cocoons, castles and temples that enliven you and the art that is your life.

Every piece is chosen with great care and made with heart and impeccable craftsmanship. The inventory is large, and so are its surprises: unusual shapes, unexpected sizes, the one piece you couldn’t find anywhere else. And every week, I curate a new edit that shows these pieces in context.

I hope Serio Ludere inspires you to approach your life as a work of art, to live from beauty, remembering that beauty is, first and foremost, of the heart.
Work is love made visible, and this is my love letter to myself, to my life, and to all of you.

From the heart,

Gida