Armadillo’s Copenhagen Debut: Agra Forma Collection Unveiled at 3 Days of Design.

Agra Forma was presented in a dedicated space at Openhouse Studio’s group exhibition “Gestures of Home” during Copenhagen’s 3 Days of Design in June. Photography: Mari Luz Vidal.

The refined setting of The Conary in Copenhagen provided the perfect backdrop for Armadillo’s debut at 3 Days of Design this June. As part of Openhouse Studio’s thoughtfully curated group exhibition “Gestures of Home,” the Australian rug brand showcased not only their signature textile craftsmanship but also unveiled something entirely new: Agra Forma, a striking furniture collection born from collaboration with acclaimed Sydney-based industrial designer Tom Fereday.

This marks a significant evolution for Armadillo, the female-founded brand that champions luxury craftsmanship with a conscience. While their hand-woven rugs have long graced the most discerning interiors worldwide, Agra Forma represents an ambitious exploration into new territory—one where textile and timber craftsmanship merge in sophisticated harmony.

A Study in Material Contrast

The seven-piece Agra Forma collection showcases what happens when two distinct design disciplines converge. Each sculptural furniture piece seamlessly integrates Armadillo’s iconic Agra rug, creating, as Fereday describes, “a shared language of minimalism and tactility.” The result is furniture that blurs the line between softness and structure, challenging conventional boundaries between textile and timber design.

This Yellowtrace Promotion is supported by Armadillo. Like everything we do, our partner content is carefully curated to maintain the utmost relevance to our audience. Thank you for supporting the brands that support Yellowtrace.

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Nurturing a Gentler Pace of Life: Rhythm of Nature by Armadillo x House of Grey.

A collaboration between Armadillo and UK-based House of Grey was brought to life with an experiential campaign that reconnects the viewer to nature’s tempo and reinforces a philosophy of designing spaces that nurture a gentler pace of life.

An armchair from the Agra Forma collection by Sydney-based Tom Fereday in partnership with Armadillo.

The development of Agra Forma with Tom Fereday. Photography courtesy of Armadillo.

3 Days Of Design installation at The Conory. Photography: Mari Luz Vidal.

Central to the collection’s appeal is its material palette: the sun-warmed depth of Agra Ginger contrasted against the muted coolness of Agra Thistle, both anchored by the raw integrity of American red oak. This combination creates pieces that celebrate contrast—warm against cool, hard against soft—while maintaining a refined, balanced aesthetic that speaks to contemporary Australian design sensibilities.

Fereday, known for his honest, tactile approach to design, brings his philosophy of “designing from the inside out” to the collaboration. Working at the intersection of craftsmanship and technology, his contribution elevates each piece beyond mere functionality into something approaching sculpture. The collection includes everything from armchairs and stools to ottomans and desks, each piece revealing structure and process as integral to aesthetic form.

Scandinavian Styling Meets Australian Craft

The Copenhagen presentation gained additional sophistication through the expert eye of Scandinavian tastemaker and stylist Henriette Schou, who layered Armadillo’s pieces alongside furniture from Expormim and Saba Italia. This curatorial approach transformed The Conary into what organisers called “a moving artistic reimagining of the domestic space”—an environment where Agra Forma could demonstrate its versatility within contemporary interior landscapes.

The choice of venue and styling partner reflects Armadillo’s growing international presence while highlighting the universal appeal of quality craftsmanship. As a Certified B Corporation, Armadillo continues to weave social and environmental responsibility into everything they produce, with each piece handcrafted by artisans using time-honoured techniques.

Furniture & Product Designer Tom Fereday on Creating a Body of Work that Grows & Lasts a Lifetime.

It's not the first time Tom joins us in the Yellowtrace hotseat. Ten years on, and with a second outpost in London in the works, we thought it was about time we checked back in in. Spoiler alert—he’s killing it!

As part of Openhouse Studio’s thoughtfully curated group exhibition “Gestures of Home,” the Australian rug brand showcased its signature textile craftsmanship alongside furniture by Saba and Expormim. Photography: Mari Luz Vidal.

Details from “Gestures of Home”. Photography: Mari Luz Vidal.

Beyond Copenhagen

While 3 Days of Design marked Agra Forma’s international debut, the collection first launched at Melbourne Design Week in May, where it was displayed at Armadillo’s Fitzroy showroom. This dual-city approach underscores both the global ambition and local roots of Australian design talent.

The Copenhagen exhibition offered visitors an opportunity to experience firsthand how traditional rug-making techniques can inform and enhance furniture design. With both Armadillo co-founder Jodie Fried and Tom Fereday present to explain the development of the collaboration, attendees gained insight into how this cross-disciplinary partnership advances what they describe as “a sensory dialogue between surface, structure, and space.”

Agra Forma represents a bold statement about the evolving nature of Australian design and its capacity to honour traditional craftsmanship while embracing innovation.

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Armadillo Launches a Collection of Future Classics.

Armadillo continues growing its thoughtful collection with perfectly pitched designs that feel special but not too precious, elevated but not out of reach—it's just about how most of us want our lives to feel.

[Images courtesy of Armadillo. Styling by Henriette Schou. Photography by Mari Luz Vidal.]