To celebrate the global launch of the Gaia collection, Armadillo took over 13 Crosby Street in SoHo from October 14 to October 16, transforming the raw space into an immersive art gallery experience. Featuring a collaboration with multidisciplinary artist Carla Cascales Alimbau that honored shared values of slowness, intention, craft and the beauty of imperfection, the pop-up presented the collection with a reverence befitting fine art. It centered around a dramatic, larger-than-life yarn installation that drew visitors in from the street. “Chiaroscuro”—a cinematic film documenting both Cascales Alimbau’s and Armadillo’s creative processes—complemented the installation. Carefully orchestrated to move guests from curiosity through awe, engagement and reflection, the gallery experience ultimately encouraged lasting emotional connections with the brand. 

On the morning of October 14, to mark this pivotal moment establishing Armadillo’s cultural presence in the New York design community, editors from leading publications including Architectural Digest, Frederic, House Beautiful, Interior Design and Luxe were invited to a dedicated press preview. 

“The Gaia collection is our first artist collaboration and a creative milestone for Armadillo,” said Jodie Fried, the brand’s co-founder and creative director. “From the moment we connected with Carla four years ago, we discovered a shared language grounded in nature and authenticity. This collaboration is more than a new product—it’s a reflection of how we want to show up in the world of design.”

“When Jodie and I founded Armadillo 16 years ago, our vision was to create beautiful, honest products that celebrate craftsmanship,” said Armadillo co-founder Sally Pottharst. “The Gaia collection represents how that vision has evolved into a global movement connecting design with purpose. As a certified B Corp, we believe this collection leaves a positive trace—in the artisans who craft it, the homes it lives in, and the lives it touches along the way.”

More than 145 guests were on hand to celebrate the launch that evening, including Anna and Garrett Albury of Cool Stuff NYC; Rayon Black of Frato Interiors; Anna Brooks of Nate Berkus Interiors; Susan Clark of Radnor; William Clukies of MR Architecture & Decor; Gregg Cohenca of Jacques NYC; Simona Colombo of Arper; John Davidson of Garde; Dylan Davis and Jean Lee of Ladies & Gentleman Studio; Alice Gao; William Gregory of Brent Buck Architects; Sharon King Hoge of Cottages & Gardens; Will Meyer of Meyer Davis; Gregory Rockwell; Rebecca Thienes of Interior Design; Millie Thwaites of The Local Project; Tione Trice; Emma van Geuns of ODA Architecture; and Laura Wallace of Financial Times.