Freedom is Australia’s most iconic furniture retailer. McCartney Design’s strategy with this concept was to make the merchandise the star of the show by using neutral backgrounds and warm, focused lighting. In keeping with the spirit of the Freedom name, there are no fixed walls and partitions.
We developed a suite of movable frames, which create mini rooms like theatre sets. The merchandising team is free to create stories quickly and economically to respond to new collections and offers. Wayfinding is easy and intuitive, reducing the need for directional signage. Most importantly, customers find the store immersive, engaging and easy to purchase from.