Carpet Society x Gert Voorjans
JOY collection, photocredit Thibault De Schepper
In 2024, Carpet Society officially launched as a powerful new player in the world of decorative flooring. Uniting the expertise of ten globally recognized brands under one visionary concept, Carpet Society offers more than 20,000 rug and flooring designs, ranging from timeless classics to iconic patterns by renowned designers. Positioned as the European market leader, Carpet Society provides not just impeccable design, but also complete production, installation, and after-sales service - all rooted in exceptional craftsmanship.
Our international PR campaign supported the brand’s official launch and one of its key creative milestones: the unveiling of the JOY collection in 2025, created in collaboration with acclaimed Belgian interior designer Gert Voorjans. Inspired by travels, nature, and a bold sense of play, JOY brought emotion and color to the heart of Carpet Society’s offering and deserved a communications campaign to match.
Knack Weekend
“All eyes on the floor, with these statement rugs that just as well deserve a spot on the wall.”
A 360° PR strategy
We designed and executed a full-scope international PR campaign, building momentum across both traditional and digital channels:
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 the retained Social Media Management partner for Carpet Society, 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.
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24 media publications
+3M people reached
75K AVE
This campaign marked an important step in positioning Carpet Society as a serious international player in the decorative flooring industry. By combining strategic press outreach with real-time activation and aligned digital storytelling, we helped introduce JOY to a global design audience. The results reflect the strength of the concept, the power of collaboration, and the excitement surrounding a new name with deep expertise.
