Inside Our New Flagship Showroom in New York

The new space is designed to mirror the material honesty we hold at the heart of everything we make.

The doors to our New York flagship showroom are officially open, revealing a space that marks Armadillo’s most ambitious expression to date. Located at 1123 Broadway overlooking Madison Square Park, in the Flatiron district of Manhattan, our new flagship is a 4,000-square-foot residence within an iconic 1897 building that blends historic character with a contemporary sensibility. Every detail has been thoughtfully designed to honor both Armadillo’s ever-evolving design language and the spirit of the city itself – New York.

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

Photography by Adrian Gaut

“The New York location represents an evolution, both for Armadillo and for how we invite people to experience our world”

Sally Pottharst, co-founder of Armadillo

The showroom was designed in collaboration with Klein Agency, an architectural design firm and longtime creative partner of Armadillo. Much of the building’s original character has been carefully preserved, including the pine floors, columns and moldings. From there, the walls were reworked to introduce gentle contours, giving the showroom its curved allure.

“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.”

“Every curve, every material has been considered to create a sense of quietude”

Jodie Fried, co-founder of Armadillo

Part of this includes a consideration of the interplay of light – a principle at the heart of every Armadillo showroom. At 1123 Broadway, the sun pours in from 25th Street, changing with the day and highlighting the richness and texture of each rug, something Klein Agency had specifically accounted for in the design.

“Architecturally, we were given a stunning shell – tall ceilings, sweeping views and generous natural light,” says Maša Kleinhample, founding partner at Klein Agency. “Our intent was to introduce 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.”

“Our intent was to honor the building’s heritage while layering in a distinctly modern rhythm”

Maša Kleinhample, founding partner at Klein Agency

It was critical to the team that everything inside the showroom – from the furniture to the accessories – complemented the integrity of the design. Furniture by AUDO Copenhagen was handpicked to enhance the space, alongside Everhem drapery, pendant lighting by Lumiere Shades and wall finishes by sustainable brand Bauwerk Paint. The vision is for guests of the showroom to feel as though they are stepping into not only a curated design environment but a setting that evokes the very essence of the Armadillo brand.

“It’s not a showroom in the traditional sense,” adds Sally Pottharst, Armadillo’s co-founder. “It’s a place for pause and connection, mirroring the material honesty we hold at the heart of everything we make.”