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F5: Armadillo Rugs’ Jodie Fried on Her Newest Creative Outlet + More

07.02.21 | By
F5: Armadillo Rugs’ Jodie Fried on Her Newest Creative Outlet + More
Jodie Fried

Photo courtesy of Armadillo

Jodie Fried, along with business partner Sally Pottharst, is the visionary thinker and entrepreneurial spirit behind the rugs at Armadillo. While Jodie is based in Los Angeles, Sally works from Adelaide, Australia, and they continue to design every Armadillo rug collection together. A lifetime of passion for artistry, sustainability and social change are at the forefront of the brand’s bold approach to creativity. Armadillo helps sustain the legacy and community of traditional artisans and also supports philanthropic endeavors through the Armadillo Foundation. Jodie’s commitment to sustainability is evident throughout the brand, with the goal of treading lightly upon the planet.

Today Jodie joins us for Friday Five!

vessels

Photo: Jodie Fried

1. Handcrafted Objects
I will always be fascinated by the beauty of a handcrafted object. This year I have been getting into pottery as a creative outlet, and it has helped me understand why I love working with artisans. There is real heart and soul in their work, whether it is a ceramic bowl, a piece of furniture or a painting. As soon as you touch it, you subconsciously feel connected to its history and the journey it took to make its way into your home.

mood board

Photo: Jodie Fried

2. Georgia O’Keeffe
I am a huge admirer of the painter Georgia O’Keeffe. She was so ahead of her time, not just in her artistic sensibilities but as a self-made woman living in America 100 years ago. With true grit and determination, she stayed authentic to her vision over many decades in the face of shifting art trends. I find myself drawn to the raw beauty of her abstract landscapes – the colors are mesmerizing and so evocative, almost haunting.

bedroom

Photo: Sam Frost \\\ Styling: Gena Sigala

3. Home as a Refuge
As a designer I draw a lot of inspiration from traveling, but this year has really reinforced the importance of home as a sanctuary to come back to. The bedroom is my refuge – it’s a space that is as important in our waking hours as it is in our sleep; it’s where we gather the energy for the day ahead and wind down when it’s time to retire. My essentials are natural light, beautiful bedlinen and a touch of flora or fauna to soothe the senses.

rural landscape

Photo: Rory Gardiner

4. Silent Living
A few years ago, I was fortunate enough to stay at Silent Living in Portugal to shoot one of Armadillo’s campaigns. Each of the properties designed by architect Manuel Aires Mateus and run by hotelier João Rodrigues is deeply rooted in the country’s history and traditions, yet utterly refined in its simplicity. It’s a true sensory experience to stay there and bask in the meticulous attention to detail of the architecture and the interiors. I would love to go back one day!

book on table

Photo: Jodie Fried

5. The Hidden Life of Trees by Peter Wohlleben
This book has me completely hooked. I think we all instinctually feel better when we’re immersed in nature, or even just surrounded by some greenery indoors. Here, the author delves into the science of how these living organisms communicate with each other and make the world the kind of place we want to live in. He drives home how humans have an inherent need to interact with nature, and makes the case for slowing down to appreciate it more on a day-to-day basis.

Work by Jodie Fried:

dining table and stool in living space

dining chair and table

armchair and end table in front of staircase

bench and home decor

Kelly Beall is senior editor at Design Milk. The Pittsburgh-based graphic designer and writer has had a deep love of art and design for as long as she can remember, and enjoys sharing her finds with others. When undistracted by great art and design, she can be found making a mess in the kitchen, consuming as much information as possible, or on the couch with her three pets. Find her @designcrush on social.