Armadillo

Rhythm of Nature

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.

Architectural Digest. The Virtual Event Platforms to Know About Right Now.

Vogue Living. Introducing Armadillo’s
new rug collaboration: a work of art
for the home.

Yellowtrace.  Nurturing a gentler pace of life. Rhythm of Nature by Armadillo x House of Grey.

ARMADILLO

Rhythm of Nature

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.

PR impressions for the launch month were 5,635,088 Unique Monthly Views

“A reflection-provoking virtual walk-through” – Architectural Digest 

“This was an experience that delivered on all fronts.” – YellowTrace

The micro-site was awarded: Communication Arts – Web pick,  Awwwards Site of the Day, FWA Of the Day.

The experience saw 28k total users and 24k total sessions.