Free your imagination with Free System
Playful and creative, the campaign designed by Studio Temp tells Free System through fantastic and imaginary worlds.
Originally conceived in the 1970s by Claudio Salocchi, Free System was a true provocation in the design world, breaking the conventions of formality in seating. The various elements of which it is composed – including poufs, tatami, and modules with interchangeable backrests – allow to create countless configurations, ensuring maximum comfort and adapting to a wide range of domestic needs. As the name suggests, Free System redefines the original concept of sofa, opening up new ways of interpreting the living spaces.
Building on these assumptions, the graphic design studio Studio Temp developed a creative campaign focused on play and imagination, exploring worlds of fantasy and versatility. Leveraging the modular design of the sofa, the campaign presents scenes that express different aspects of life, such as leisure, relaxation, and adventure. The illustrations, featuring unique Free System compositions in each scene, highlight the sofa’s distinctive characteristics, including its high adaptability to various uses and moods, transforming it into an ideal partner for a life lived freely and creatively.
The playful and engaging tone of the campaign emphasizes Free System‘s flexibility, presenting it as a system designed to accompany moments of everyday life, escape or rest. The sense of play is further evoked by the dots that connect to form elements and images, recalling the famous dot-to-dot game.
The result is a campaign that invites to imagine Free System as a “platform” which each person can shape and experience according to their needs.
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