Swiss designer Stephan Hürlemann has collaborated with the manufacturer Ruckstuhl in Langenthal to develop a rug series that creatively addresses the issues of digitalization, individualization, and product circularity. The 75 durable pure new wool rugs are produced by a tufting robot according to a digital dataset and can thus be individualised without significant added expense. The idea is to create unique pieces that will accompany the owner as a FELLOW for as long as possible. Scanning the QR code calls up all the relevant facts about the piece’s origins, materials, manufacture, care, repair, and recycling. This digital “Fellow” furthermore facilitates resale so that the product can begin the next chapter in its life cycle.