Armadillo Unveils New Showroom in NYC Including Collection by Romilly Newman

March 18, 2026  by Karen Parrish in Business Strategy, Industry   

Conceived in collaboration with Klein Agency, longtime creative partners of the brand, the interior balances historical integrity with contemporary sensibility. The 1897 building’s original pine floors, columns and moldings are preserved as a tactile reminder of the past, while contoured walls finished in textured plaster are carved in softness. This dialogue between eras is deliberate - a study in contrast where craftsmanship both old and new find 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.”

The sun pours in from Broadway and 25th Street, filtering across tonal surfaces and casting a shifting play of shadow and texture that ensures each rug reveals its innate depth and hue throughout the day. “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.”

In support of the showroom opening, Romilly Newman will bring her layered, textural sensibility to the space, marking her first interior design collaboration. Her approach to styling deepens the dialogue between the building's 1897 bones and Klein Agency's sculptural modernity, offering warmth against Armadillo's refined restraint. It is a partnership rooted in a shared reverence for craftsmanship and the quiet art of bringing old and new into harmony. The showroom opening, and Newman event, coincides with the global launch of Armadillo's upcoming collection. 

In addition to the flagship's opening, this debut coincides with Armadillo’s LINNEA collection, the brand’s first-ever patterned rugs, which introduce expressive color and reinterpreted motifs throughout the space - a bold new chapter for the brand brought to life through Romilly’s vision.

Working alongside Armadillo Co-Founder and Creative Director Jodie Fried, Romilly has transformed the brand new 4,000‑square-foot Flatiron flagship into a layered, soulful, and immersive space that feels distinctly her own. The styling incorporates curated pieces from brands including In Common With, Lalique, Louis Poulsen, Nickey Kehoe, alongside select antiques from Romilly’s personal collection and floral arrangements by Future Jenn Florals.

Armadillo Co-Founder Sally Pottharst reflects on the new location, “(It) represents an evolution, both for Armadillo and for how we invite people to experience our world. 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.”

The space is punctuated with thoughtful gestures that not only reflect Armadillo’s enduring relationships within the design community but heighten this effect. Furniture by AUDO Copenhagen grounds the interior in artful simplicity, complemented by Everhem drapery that softens the showroom’s expanse. Pendant lighting by Lumiere Shades casts an ethereal glow against richly patinated wall finishes by Bauwerk Paint, a fellow antipodean brand known for its sustainability. Each element balances precision with warmth, extending the language of innovative artisanship that defines the brand.

Open to the trade Monday to Friday, 9:30 a.m. to 5:30 p.m., the new Armadillo showroom joins a growing global footprint that spans Los Angeles, San Francisco, Dallas, Sydney, Melbourne, Brisbane and Adelaide - each one a spatial meditation on permanence, where beauty, integrity and time converge in material form.