International PR Campaign for Carpet Society & Gert Voorjans
The Joy Collection, photocredit Thibault De Schepper
Launched in december 2024, Carpet Society is a Belgian decorative flooring brand bringing together the expertise of ten established flooring manufacturers under one international platform. With a collection of more than 20,000 rugs and flooring designs, the brand combines design, craftsmanship and technical expertise to serve residential, hospitality and contract projects.
Two months later, Carpet Society introduced The Joy Collection, a collaboration with Belgian interior designer Gert Voorjans. Inspired by travel, nature and a playful approach to colour and pattern, the collection introduced a more expressive dimension to the brand’s offering.
Knack Weekend
“All eyes on the floor, with these statement rugs that just as well deserve a spot on the wall.”
The Challenge and objectives
As a new name in the international design landscape, Carpet Society needed to establish its identity and communicate the depth of its expertise beyond the launch of a new collection.
The PR campaign aimed to:
Build international awareness for Carpet Society;
Introduce the Joy collection to relevant design, architecture and lifestyle media;
Create a consistent narrative across press, events and digital channels.
COVERED developed an international PR strategy centred around the collaboration between Carpet Society and Gert Voorjans.
Strategy & execution
Strategic launch planning: We defined a clear campaign timeline, scouted the ideal launch location during Salone del Mobile, and coordinated with a dedicated photographer and Studio Gert Voorjans’ team to capture the energy and spirit of the collection.
Press kit creation: From writing targeted press releases to compiling a 24/7 accessible image bank and curating detailed collection info, we ensured every journalist and media partner had what they needed, instantly.
Tailored media outreach: We pitched one-on-one to journalists across design, lifestyle, and luxury media, carefully matching story angles with their unique editorial focus. Interviews were coordinated for in-depth storytelling and maximum impact.
On-the-Ground activation: At Salone del Mobile, we were on-site to support the launch, distribute press kits, share location sneak peeks, send out media invites, and manage content creation in real time, amplifying both visibility and buzz.
Aligning PR with Social
As Carpet Society’s Social Media Management partner, we ensured a seamless link between PR and digital presence. We worked closely with Gert Voorjans’ social media management to align calendars, cross-promote content, and maintain a cohesive, engaging, and visually elevated feed throughout the launch campaign.
What Design Brands Can Learn From This Project
Collaborations become stronger stories when they communicate a shared vision
A successful design collaboration is not only about the final product, but about explaining the ideas, references and creative process behind it.
New brands need positioning beyond product communication
For emerging design brands, PR should introduce the broader expertise, philosophy and value behind the company.
Major design events require strategic preparation
International fairs create opportunities, but visibility depends on having the right narrative, assets and media approach in place.
PR and digital communication should reinforce each other
A consistent message across press, social media and events helps brands build recognition more effectively.
This project demonstrates how COVERED helps design brands transform collaborations and launches into relevant editorial stories for international audiences.