Cc-tapis is a Milan-based rug company, producing handmade bespoke pieces in collaboration with leading designers and architects. Built on craft and creative partnership, the brand had developed a strong cultural identity but lacked a digital platform equal to that positioning. They came to Giga for a full build: strategy, visual identity, e-commerce website, and campaign.

The platform had to serve two audiences with opposite expectations. B2B users — retailers and agents — needed a commercial tool: stock lists, cross-filters by colour, shape, designer and technique, prices retrievable in seconds. B2C clients needed a world: collection stories, making-of content, editorial depth. Most brands resolve this by separating the two — a trade portal and a brand site running in parallel. For cc-tapis that would have been a split the brand couldn't afford. We looked into the minimum viable unit that could streamline these necessities and bind them together: the knot.

The knot — the smallest repeating unit in rug-making — and the glyph — the smallest repeating unit in typography — share the same logic: a single mark that generates infinite combinations through repetition and variation. That equivalence led to ASCII art, a form of image-making that constructs visuals from keyboard characters, rooted in early computer culture. The identity system was built on this parallel — a visual language that speaks craft in digital terms.The website was built around the same duality. Two registers coexist within a single architecture: an editorial layer rich with collection narratives, designer stories, and production content; and a functional layer for trade users — filtered stock, pricing, commercial information made immediately retrievable. The product page was never conceived as a terminal destination but as an opening: each rug connects outward to its collection, its making, its designer. One platform that reads as a tool to one user and as a world to another — without separating the two.