SYDNEY - eTradeWire -- FREEDOM PRESENTS 'ART-FULL-LIFE' – WHERE HOMEWARES BECOME MASTERPIECES

May 2025: Great design doesn't just happen; it's intentional, curated, and deeply expressive. With the launch of Art-Full Life, Freedom transforms homewares into objects of art - pieces designed to elevate interiors and inspire creativity. This campaign redefines décor, shifting it beyond function into a realm of artistic expression.

For AW25, Art-Full Life takes the form of a contemporary exhibition, celebrating craftsmanship and highlighting key homewares ranges. Here, décor is more than decoration- it's an invitation to play, curate, and create. It's about turning the ordinary into something artful.

With a collection crafted with intention, Freedom showcases how art can be woven into everyday life. From sculptural ceramics to textured textiles, every piece tells a story of artistry, emotion, and individuality. The campaign's immersive digital lookbook reflects this ethos, featuring homewares reimagined as wearable art and creative installations that blur the lines between function and expression.

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Design is about more than just filling a space - it's about creating a feeling, an experience. With Art-Full Life, Freedom is celebrating the craftsmanship behind the collections and inviting Australians to see their homes as canvases for self-expression.

"Art-Full Life is more than a campaign – it's a creative statement about who we are and where we're heading" says Freedom Head of Marketing, Darija Djeric. "We wanted to challenge how people see Freedom and show that great design can be both accessible and deeply expressive. This is about shifting the perception of homewares from something purely functional to something emotionally resonant – something artful. Our customers aren't just decorating, they're telling stories through their spaces."

From statement-making homewares to artistic storytelling, Art-Full Life cements Freedom as a leader in design, offering a new perspective on how we style, live, and experience our spaces.

Explore the Art-Full Life collection now at freedom.com.au/art-full-life