Armadillo’s NYC Oasis: Where Heritage Meets Modern Poise

NEW YORK, NY – March 23, 2026 – Amid the unceasing energy of Manhattan, a new sanctuary of calm has emerged. Australian-born rug brand Armadillo has officially unveiled its New York City showroom, a sprawling 4,000-square-foot space on Broadway that offers a tranquil escape with sweeping views of Madison Square Park. More than a retail space, the showroom is a meticulously crafted environment designed to embody the brand’s purpose-led philosophy, creating a dialogue between historic architecture and contemporary design.

A Dialogue Between Eras

The showroom is situated within the landmark 1897 Mohawk Building, a historic structure designed by architect R.H. Robertson. Rather than erasing the past, Armadillo and its longtime creative partners, Klein Agency, chose to celebrate it. The design preserves the building’s soul, retaining the original pine floors, stately columns, and intricate mouldings as a tactile connection to a bygone era. These heritage elements are juxtaposed with gentle, contoured walls finished in textured plaster, creating what the brand calls a study in contrast where old and new find a harmonious equilibrium.

“Our intent was to honor the building’s heritage while layering in a distinctly modern rhythm,” says Armadillo co-founder Jodie Fried. “Every curve, every material has been considered to create a sense of quietude and an atmosphere where our rugs can be experienced not as product, but as living, breathing works of design.”

This vision was made possible by the building's inherent grandeur. “Architecturally, we were given a stunning shell - tall ceilings, sweeping views and generous natural light,” notes Maša Kleinhample, Founding Partner at Klein Agency. Her team’s response was to introduce sculptural forms and soft curves that guide visitors through the space intuitively. The abundant sunlight pouring in from Broadway and 25th Street acts as a dynamic element, casting shifting shadows that animate the textures of the rugs, revealing their depth and hue throughout the day.

An Experiential Brand Statement

The New York opening marks a pivotal moment for Armadillo, solidifying its presence in a key global design hub and representing what the company calls its “most ambitious expression yet.” It joins an expanding network of showrooms in Los Angeles, San Francisco, Dallas, and across Australia, but this location signifies a deliberate evolution in the brand’s approach to retail.

“The New York location represents an evolution, both for Armadillo and for how we invite people to experience our world,” reflects co-founder Sally Pottharst. “It’s not a showroom in the traditional sense. It’s a place for pause and connection, mirroring the material honesty we hold at the heart of everything we make.”

This strategy aligns with a broader shift in luxury retail toward creating immersive, experiential destinations. By focusing on atmosphere, craftsmanship, and sensory engagement, Armadillo is moving beyond the transactional to foster a deeper brand connection. The space is designed not just to display products, but to communicate the values of quiet living and conscious consumption that are central to the brand's identity.

Curated Collaborations and Textural Layers

The showroom’s serene atmosphere is enriched by a thoughtful curation of furniture and décor from a host of respected design partners. In her first interior design collaboration, stylist Romilly Newman brings a layered, textural sensibility to the space. Her eclectic aesthetic infuses elements of romanticism and neoclassicism, creating welcoming vignettes that serve as a respite from the city's pace. Furnishings from Nickey Kehoe and Athena Calderone’s Crate & Barrel line are complemented by the soft, layered illumination from Louis Poulsen lamps and forged iron candle sconces.

This collaborative spirit extends throughout the space. Artfully simple furniture by AUDO Copenhagen grounds the interior, while flowing drapery from custom window treatment specialist Everhem softens the room’s grand expanse. Pendant lighting by Lumiere Shades casts an ethereal glow, highlighting the richly patinated wall finishes from Bauwerk Paint, a fellow Australian brand renowned for its sustainable, natural limewash paints. Each element has been chosen to extend the language of innovative artisanship that defines Armadillo.

The Foundation of a Purpose-Led Philosophy

Underpinning the entire project is Armadillo’s unwavering commitment to its “purpose-led philosophy.” In 2021, the company became the first Australian and American rug brand to achieve B Corporation certification, a rigorous standard for social and environmental performance, transparency, and accountability. The brand recently recertified with one of the highest scores in the global furniture category.

This commitment is woven into every fiber of the business. The brand achieved Carbon Neutral status in 2023, and all its rugs are 100% Red List Free, ensuring they are crafted without harmful chemicals. This ethos of “material honesty” is not just a marketing phrase but a core principle that manifests in handcrafted products made from natural materials and sustainable processes. Furthermore, the Armadillo Foundation, established in 2017, dedicates a portion of profits to support education and community initiatives in the regions where their rugs are made.

The New York showroom, therefore, becomes the physical embodiment of these values. The choice of partners like Bauwerk Paint, which uses a carbon-neutral process for its natural paints, reinforces this message. The showroom opening, which coincides with the global launch of Armadillo's latest collection, is open to the trade from Monday to Friday, serving as a material meditation on permanence, where beauty, integrity, and time converge.