"Whoever sitteth on this carpet and willeth in thought to be taken up and set down upon other site will, in the twinkling of an eye, be borne thither, be that place nearhand or distant many a day's journey and difficult to reach."  - One Thousand and One Nights The enchanted carpet: capable of whisking its owner away to faraway places in the blink of an eye. Surely such an item belongs to the realm of myth and legend? The award-winning designers behind Producks Design Studio, Yoav Avinoam and Gil Sheffi, have created a stunning new reinterpretation of the oriental carpet. The design of the Scales Rug features several elements typical of Islamic decoration, such as a geometric pattern, the use of different shades of blue, and a scale-like texture. Yet these traditional design elements are combined in a way that is wholly fresh and contemporary; rather than sticking with ancient weaving or knotting techniques, Yoav and Gil construct these rugs from overlapping wool-felt scales. Yoav Avinoam and Gil Sheffi first met at Bezalel Academy of Art and Design in Jerusalem. After working together as interns, the duo went on to start up their own interior design studio, Producks, which focuses on achieving a balance between innovation and tradition. The Scales Rug is the result of a collaboration with Jaipur Rugs, which is India’s largest manufacturer of hand-woven floor coverings. This is a company that has achieved recognition for its commitment to sustainability and social service, providing thousands of talented artisans with training, health care and secure employment. For all of their experimentation with materials and techniques, Yoav and Gil have yet to create a carpet that can fly. However, as the product of cross-cultural collaboration that links ancient and contemporary design, the Scales Rug is certainly enchanting. www.producks.com