The husband and wife founders of WhippetGrey, share a love for beautiful things and passion for travel. Accumulating a large collection of artefacts, they developed a story book to catalogue their collection and sell these curious objects through mail order. To compliment the mail order service, WhippetGrey approached Interstate to help them raise their brand awareness through an interactive platform. We identified one of the oldest forms of interactivity as the perfect solution. The 14th century art of paper engineering to create user interactivity in a ‘pop-up book’ provided the ideal theme for a boutique-website to augment the existing sales brochure. The website received much praise and attention, culminating in a nomination at the Interactive New Media Advertising Awards at the New York Festival, 2007.