Featured Designer
Tobe Morrow
Pacific Palisades, CA
“A custom rug acts like a grounding element, it’s often the first piece that brings warmth and cohesion to a space”
Morrow & Co. is a boutique interior design firm based in Pacific Palisades, offering full-service design for projects worldwide. Specializing in remodels, new builds, and furnishings, we collaborate closely with architects and contractors to ensure a seamless experience.
Founder Tobe is known for her California casual style—blending custom pieces with vintage finds to create timeless, comfortable spaces. Inspired by her coastal upbringing and global travels, she brings a layered, personal touch to every project, from concept to turn-key completion.
What drew you to the world of interior design, and what continues to fuel your creativity in the field?
I’ve always had an eye for space, texture, and composition. What initially drew me in was the ability to transform a blank canvas into something deeply personal and functional. What continues to fuel my creativity is the challenge of storytelling through design. Every project is a new narrative shaped by the people who will live in the space.
What is your #1 rule of thumb when it comes to designing a space?
Design should feel effortless, even when it’s highly curated. My rule of thumb is to let function drive form. Beautiful spaces only work when they also work for the people who use them every day.
What role does color and pattern play in selecting your custom rug with The Perfect Rug, and how does it tie together the design elements of your projects?
Color and pattern are foundational tools for setting tone and energy. A custom rug acts like a grounding element, it’s often the first piece that brings warmth and cohesion to a space. With The Perfect Rug, I can translate the mood of a room into a tailored piece that echoes the palette and patterns in upholstery, wall finishes, and art without competing with them.
What is your process for determining the ideal dimensions for a custom rug?
It starts with how the room flows and how people live in the space. I always consider furniture placement first, ensuring all legs land on the rug, defining zones within open-concept areas, and making sure scale feels balanced. I prefer rugs that anchor a space without overwhelming it, which often means customizing beyond standard sizes. There is nothing worse than a rug that is too small.
If you had the opportunity to design a home for someone famous (dead or alive), who would you choose and why?
Lenny Kravitz. His style is iconic, bold, soulful, effortlessly cool. He blurs the lines between rock ‘n’ roll edge and elevated luxury, and I imagine his home would reflect that same layered, magnetic energy. Plus, let’s be honest, he might be the sexiest man on earth.
In your design process, how do you ensure your work stays relevant without becoming dated over time?
I avoid trends for trend’s sake. Instead, I focus on timeless materials, classic silhouettes, and thoughtful layering. Good design should evolve with its occupants, so I build spaces that can be refreshed without losing their soul. Staying current is important, but staying authentic is essential.
