'Rhythm of Nature' Interactive Experience for Armadillo [DRAFT]

Image Credit : Nightjar





Project Overview

Inspired by nature’s tempo and a philosophy of nurturing a gentler pace of life, the Ellipse Collection is a collaboration between Australian-born global rug brand Armadillo and UK-based pioneering interior design studio House of Grey.

Covid has presented many challenges, particularly to boutique brands who rely on close, personal relationships with their trade partners. In a time of social distancing, we wanted to create a memorable launch for trade and media to show off the new collection without endangering anyone’s health. In a fusion of the physical and virtual, Nightjar brought the interactive installation to life via a guided online experience.

Project Commissioner


Project Creator



Bonnie MacTavish - Head of Experience Strategy
Ahmed Meer - Head of Design Technology
Christine Sultana - Head of Operations
Evan Bohringer - Senior Designer
Patrick Heng - Senior Developer
Beau Bradburn - Producer

Project Brief

To herald the launch of the new ‘Ellipse’ collection collaboration, and create a memorable experience for trade media, an immersive, interactive installation was created by Studio Messa - a sensory journey through different terrains, each representing a different rug from the collection. However, given the reality of Covid restrictions, guests to the physical ‘Rhythm of Nature’ experience were limited. In order to expand the reach of this sensory walk-through as well as create a more immersive hub for the collection to live online, the content was captured and given another life beyond the showroom walls, on a stand-alone site.

The brief for the ‘Ellipse’ collection launch was less about the rugs themselves, and more about building a brand story for Armadillo. It was a strategic initiative to position them as a leader in the design sphere - particularly with the design and architecture trade media.

Project Need

This campaign allowed Armadillo to start targeting a wider creative audience, and so we needed the campaign site to engage beyond the purchase of a rug - it needed to be an invitation to explore something truly beautiful and be inspired by nature through a digital realm.

Creating a digital experience also meant that the Ellipse launch could be shared around the world, and enjoyed by all - not just the handful of guests who experienced it in real life.

We had a large studio set that prepped for the shoot which would later be quickly transformed into the walk-through experience. We worked closely with all teams on shoot day to ensure we were capturing the shots we needed specifically for the site experience concurrently with the film shots.

Luckily we had started development early on the site experience and so all our test procedures had been ticked off, however getting the content in was a last minute piece in which we had to make final adjustments to get just right. The CMS gave us full control without having to alter code which saved us a lot of last minute changes, we were able to move the content hotspots on the screen to positions for the perfect placement.

User Experience

With the ‘Ellipse’ collection focussing on organic tones and textures inspired by the outdoors, the site needed to evoke the same sense of calm and tranquility which was created by the sensory walk through.

Leveraging the incredible footage captured by Glendyn Ivin and Sam Chiplin, the design of the ‘Rhythm of Nature’ site is minimalistic, with the moving image and descriptive copy immersing the viewer. The dreamy feeling evoked through Daniel Goode’s stills give the site a relaxed, ethereal quality, and we have created a place where the viewer can explore, but also unwind, which was a core objective of the brief.

The slow-paced guided ‘tour’ of the various rugs in their elemental surroundings, using hotspots and gentle zooms into the rug details as well as the landscapes of soil, sand and water, ensure an experience which mirrors the collection itself - nurturing a gentler pace of life.

The soundscape is vital in creating a calming, soothing experience, and the smooth transitions and reminders to take a pause, breathe, and relax, also encourage visitors to slow down and transcend the everyday.

Project Marketing

The site formed part of a larger ecosystem which included the physical experience created by Studio Messa for media and influencers to walk through.

The PR campaign that accompanied the launch targeted high-end design publications, and the collection and the ‘Rhythm of Nature’ site was featured in Wallpaper, Vogue Living, RUSSH, Belle, Yellowtrace and Apartment Therapy to name a few.

The ‘Rhythm of Nature’ site played a key role in bringing all the elements of the campaign together, and was pivotal in bringing the experience to a wider audience, due to Covid restrictions, and helping it resonate around the globe. The online experience helped to position Armadillo as design thought leaders, while acting as a conversion tool, with users able to shop the Ellipse collection from the ‘Rhythm of Nature’ site - and peruse the rest of the Armadillo collection.

The ‘Rhythm of Nature’ site also picked up FWA of the Day in record speed which we were thrilled with, as well as Awwwards Site of the Day.

Project Privacy


Digital design that makes our online retail experiences seamless and enjoyable or have that Wow factor is what will stand out here.
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