Inside the New Armadillo Melbourne Showroom by Studio Goss

  • Australian-born, globally-recognised rug brand Armadillo open their first Melbourne showroom in a converted Fitzroy warehouse.

    Armadillo have collaborated with multidisciplinary practice Studio Goss to design their contemporary Melbourne home, following the brand’s first Australian showroom in Surry Hills, Sydney in 2019. The Fitzroy base marks Armadillo’s sixth dedicated retail space, with showrooms in San Francisco, Los Angeles, New York and Brisbane.

    This time, Armadillo took over a red-brick heritage warehouse steeped in design history, formerly used to produce pieces for a local furniture store from the early 1900s. Studio Goss have captured the brand’s identity through a similar material palette to their Sydney showroom, layering zellige tiles, concrete and oak with matte black accents, creating a gallery-like space to spotlight the handcrafted rugs. The Melbourne showroom is open from Monday to Saturday with no appointment necessary, ready to welcome designers and clients alike to experience the serene space.

    Produced in partnership with Armadillo

    Stepping inside the light-filled warehouse is instantly calming, an atmosphere that Armadillo co-founder Jodie Fried was adamant about creating. “We wanted to conjure a refined aesthetic that also made for a compelling contrast against the raw materials of the original facade,” Jodie adds.

    The traditional rug retail experience has been flipped on its head inside Armadillo Melbourne, where rugs are displayed in garment-sized samples on a single rail, evoking the experience of a high-end fashion boutique. Customers can peruse through the rugs at their own pace while taking in the colour, texture and tactility in front of the oak-panelled wall. “From a designer’s perspective, the hanging rails are an efficient and user-friendly way to view and interact with a wide range of products during the consult with the Armadillo team,” Studio Goss founder David Goss explains.

    The former factory is tucked off a bustling thoroughfare in Melbourne’s inner north; a site chosen for its industrial past and thriving art and design community. 

    David Goss explains it was important to celebrate the original building’s roots through materials that reflect the industrial nature of the site, including handmade zellige tiles and natural cork. “During the design process, we tried to keep as much of the heritage fabric visible as possible, but at the same time create a more contemporary layer that represents where Fitzroy is now,” David adds. For example, exposed ceiling beams, white bagged brick walls and polished concrete floors evoke characteristics of a residential warehouse conversion and pay homage to the shell of the building. 

    Experience the new Armadillo Melbourne showroom located at 102 Charles St, Fitzroy, open Monday to Friday 9.30am – 5pm and Saturdays 10am – 4pm.

    “Over the years we’ve been lucky to collaborate with leading-lights in the Melbourne design community and it feels important to have an equally inspiring space to house our collection and continue building these relationships.”


    – Armadillo co-founder Sally Pottharst

    The Twentytwentyone Hotaru Buoy pendant light and Menu Afteroom bar chair are included in the lineup of esteemed design pieces on display.

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