This thirteen-metre-long carpet was designed to last a lifetime. It can be unrolled to its full length or cut into smaller pieces so that it will always match the owner’s taste and age. The carpet includes contemporary geometric patterns, floral motifs and references to traditional Persian carpets. It is part of an imaginary luxury brand called Fantastical Investments conceived by Droog and design studio Metahaven, based on research into consumer habits in Russia. Time is Life was not put into production, making this example unique.