We met Jodie Fried, founder and creative force behind the Australian rug company Armadillo, shortly after we moved to California, now almost a decade ago. After years of mutual respect for each other's craft (any many of Armadillo's rugs in our projects), we were given an opportunity to bring the brand's new home to life.

For their new showroom in New York City, the building from 1897 in the Flatiron district gave us a beautiful canvas to start from. Original pine floors, columns, and tall windows that frame views of Madison Square Park. Within these old bones, we introduced a whimsical language to imbue the space with the softness and intentionality that resonated with us both.

We wanted the customer journey to be anything but linear and expected and let the space unfold through curved walls and shifting sight lines, playing with moments of reveal and conceal. Products intentionally follow the design, showcased on integrated rails, so that the fabrics naturally interact with light. We wanted the showroom experience to be one of constant inspiration, experienced differently from multiple angles.

Photographs by Adrian Gaut