We have seen that the fabric of this new selection is incredibly soft, pure silk. The challenge was, “How can you make people experience this softness, if they don’t come to your store?” You go to them! We decided to make an unconventional direct mail project. We wanted to communicate: Common Test-drive our Rugs. How? Wear these Rug Flip-flops! To make the project cool and highly appealing for the target audience we designed the packaging as well.