A design-led Freedom

There is real change in the air at Freedom.

Fortunate enough to be close to the hearts of Australians and New Zealanders for decades, equated with design, and value and blessed to have joined many on their journeys through important milestones; the first home, the renovated apartment, the arrival of the new baby.

But what has happened now is a company-wide transformation as Freedom adopts a design-led philosophy across all categories.

It is a carefully considered ‘designed in Australia’ approach with an appreciation of our unique natural surrounds, and our unique way of living. This is a direction that Kate Hopwood, Head of Design at Freedom, is passionate about.

“For years, buyers have been travelling around the globe and bringing things back and expecting it to be right for us here in Australia. However, so often it’s not.

“At Freedom, we’re carving out our own destiny.

“We are looking at our own local talent, the amazing designers and makers in this country. We have put design as the centre of gravity for a reason.

“Because unless you have good design, you haven’t got a product”.

Conscious that there is a global consumer preference for “less but better”, Freedom’s in-house design and buying team have shifted their focus to creating and sourcing beautiful, yet affordable pieces that will stand the test of time. These products include elegant sofas and consoles, mattresses and headboards, sleek dining tables and chairs.

The collective knowledge of the Freedom team extends into every area of design, from textile experts who can take inspiration from yarn or a swatch and create a full collection, to an industrial designer who can tweak and improve an existing sofa or envisage the most contemporary recliner.

They are focused on creating a core range of modern classics, designed with real life firmly in mind. There are sleek home staples from ceramic vases to buttery leather sofas, to faded floor rugs that are functional, not faddish.

All of this, while taking into consideration how the consumer is feeling emotionally right now.

“Shapes are more rounded, easy to clean, and there is lots of texture and softness, so you feel more cocooned,” notes Ms Hopwood.

“People want to touch things and feel reassured, secure. ”

Freedom’s colour palettes are inspired by the Australian and New Zealand landscape. Soothing and sophisticated, and dominated by shades such as eucalyptus, sand, pink salt, ochre and ocean blue.

Everything has a calming element, imbued with heritage details such as distressed leather, semi-polished stone, rough-hewn surfaces and textures that are matte and not high shine.

Embracing the values of traditional Australian craftsmanship, Freedom offers a new range of dining tables which are manufactured locally and built using Australian timbers, each with its own unique grains and markings.

“The headwinds were coming,” said Ms Hopwood.

“We are perfectly poised to appeal to people who care more about where and how things are made, and how long they are going to last.

“And because our colour palette is inspired from our surroundings, it’s never going to date, it’s just always right.

“We don’t change our sky; we don’t change the trees. They’re not going anywhere!”

The Freedom design sensibility is assured and confident, whether it be in coastal chic simplicity of a distressed wooden bookcase, or the more emphatic, modern industrial feel of a coffee table in concrete and glass.

The design and buying teams both work in unison to make sure every single item in-store is an element of a harmonious whole.

Freedom is reflective of a modern mood as customers are focusing even more on their homes and home decor in the quest to create a calming haven.

“There’s more thought now put into the dinner setting, the napkin and the napkin holder, the cutlery, the glassware, the flowers.

“There’s much more attention given because we’re realising it’s the little things that mean the most.

“Time spent with people, and the memories that we’re making.

“Freedom can help people have a surrounding that is beautiful. Everybody deserves to be surrounded by beautiful things,” concluded Ms Hopwood.