See Armadillo Rugs in Their Best Light at the New NYC Flagship

Spontaneous foot traffic is a plus, but sometimes a second-floor showroom is better, especially when there are views of Madison Square Park. For its new Manhattan flagship, Australian rug brand Armadillo opted for 4,000 square feet on the second floor of the landmark Townsend Building. This 1897 classic revival gem, designed by Cyrus Lazelle Warner Eidlitz, is the perfect setting to showcase and specify Armadillo’s exquisite products.

Armadillo unveiled this fresh NoMad showroom in March, along with the debut of the LINEA collection, the brand’s first patterned rugs. With the interiors conceived in collaboration with Klein Agency and styled by Romilly Newman, the team was challenged by programming a big box store into several smaller, more intimate spaces while respecting the historical integrity of the building. As such, the original pine floors, columns, and moldings were preserved.

“Architecturally, we were given a stunning shell—tall ceilings, sweeping views, and generous natural light,” says Maša Kleinhample, founding partner at Klein Agency. “We introduced a series of gentle curves and sculptural walls that invite discovery, allowing visitors to move intuitively through the space and find inspiration in its unfolding.” While the new walls were finished in textured plaster by Bauwerk Paint, all original walls and columns were painted in the building's standard cool white.

“We [responded to] the layers of history,” says Armadillo co-founder Jodie Fried. “Our intent was to honor the building’s heritage while adding in a distinctly modern rhythm. Every curve, every material creates an atmosphere where our rugs can be experienced not as a product, but as living, breathing works of design.” A custom display table for client visits was built into one of the columns.

Natural light pours in through windows facing both Broadway and 25th Street, so each rug reveals its depth and hue throughout the day. According to Jodie, whose husband is a cinematographer, the original lighting plan was reduced because softer lighting just feels better. And architecture comes alive with little moments of darkness and lightness when it’s not over-lit.

Romilly’s styling also contributes warmth and a layered sensibility to the showroom. Furniture by AUDO Copenhagen, Everhem drapery, and pendant lighting by Lumiere Shades further enhance the space.

“The New York location represents an evolution both for Armadillo and for how we invite people to experience our world,” says Sally Pottharst, Armadillo co-founder. “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.”

— Diana Mosher