To launch ‘Rhythm of Nature’’ – a collaboration between rug brand Armadillo and London-based design studio House of Grey – we were tasked with creating an in-person and digital content experience that brought the consciously-designed collection to life. The objective was to showcase Armadillo’s sustainability practices and the rugs themselves, in a way that goes beyond the traditional format typical of interior design events. 

We turned a contemporary art venue in Sydney’s Surry Hills into a calming, organic experiential space that felt as though attendees were being immersed in nature. Each rug was presented as though a work of art, accompanied by a large installation of complementary terrain. Guests were invited on a journey to fully explore the collection and Armadillo’s ethos, all while surrounded by different representations of landscapes which inspired their design. 

Through a series of photographic and video content, we extended this journey online and on social media. In an interactive video, Sofia Reynal, our protagonist makes her way through the installation, focusing on each rug and creating a strong sensory experience that brings the viewer in. Accompanied by a slow pace and soft music, this brings Armadillo’s design philosophy, and the collection, to life on a global scale.