Freedom Summer 2011

Posted on Mon, 25 Jul 2011 by midcenturyjo

Last week I flew to Sydney for the launch of Freedom‘s Summer 2011 range. Earlier this year they relaunched their look taking Freedom from dowdy and forgotten to fun and fashionable. Even though Freedom paid for my fares and accommodation I’m not the kinda gal who waxes lyrical about a brand unless I think it is great. This is everyday furniture for everyday Aussies (and New Zealanders) with a clever, quirky and stylish vibe. What really caught my attention was their limited edition range (and I really mean limited as the last season’s limited pieces sold out quickly). A chinoiserie patterned canopy chair in bold red, an in your face ketchup coloured wingback that is willowy at the same time, a midnight black leather wingback and ottoman so matt that it is almost stealthy and a canapé that is a quirky and stylish statement piece. The Jack and Jill ottomans are sure to be a hit too. And the prices are great… but you’ll have to wait until the catalogue comes out to find out just how great 😉


So many other pieces caught my eye. There are wonderful hammered metal coffee tables and side tables as well as a chunky, boxy leather sofa. The Asia Daze range is rich with red and black lacquers and asian influenced homewares. Great vintage posters, larger than life floor lamps, cute rugs and a narrow dining table perfect for limited space. Team the table up with turquoise stools and it’s love at first sight. Summer bright outdoor settings and clever wooden screens and box seats are perfect for apartment balconies. The Freedom designers have come up with a great range. The night was styled by Megan Morton who kept me entertained from the moment she urged me to drink up my pineapple cocktail as she walked me through the range. Hi to Lisa from The Red Thread and lovely finally putting a face to stylist Heather Nette King. Thanks Freedom. I had a fab time and the range is super! Release is timed for August 22. Until then you can see more after the jump…






Karena says:

Love, love this collection. A limited grouping is perfect when it is so cohesive and FUN!


homestilo says:

Everything looks great. But, that canopy chair with the toile upholstery, swoon!

Lily says:

Really cool chairs !! And I am in love with the round silver table.


peggy says:

Thank you for covering this for us, Jo! I am in love with the Louis XV bench, the umbrella lamps and the golden console table.

So lovely to see you again Jo. Your photos really capture the great job Megan did of styling the event.
Hope you managed to cram in some more shopping before your flight!

Gabrielle says:

I'm actually really excited about the Freedom catalogue for the first time in my life! I am especially looking forward to the asian influences, colourful outdoor settings and new rugs! Plus that Ralph Lauren looking chunky leather sofa looks reaaaaaal tempting…

jp says:

Hammered metal occasional tables are swoon worthy. Are they in a brass or bronzed finish too?

Kimberley says:

Love the new direction. The toile canopy chair is spectacular. I wonder if I have a spot for it in my home 😉

I bagsy some of those chinoiserie dining chairs.

Very acute of Freedom to bring key blogosphere people to view and talk about their wares – I now have aug 22 in my diary, for instance. Would never have known otherwise. The limited edition would have flown in and out and I'd still be stumbling around looking for chinoiserie dining chairs. So thanks Jo!

Wow, great to see Freedom have finally stepped it up. All this looks great, and deliciously daring for a brand that slumped into some serious doldrums the past few years.

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