Are Media and Freedom have partnered to launch a new homewares initiative, a wall art collection called Re-Emergence.
The range, which is now available in Freedom stores and online, is supported by an integrated editorial campaign across Are Media’s flagship lifestyle titles.
The partnership marks the first time the two companies have worked closely together on a product collection. Both sides say the project aims to bring a fresh take on how art is positioned within Australian homes.
Art as part of everyday living
The Re-Emergence range features hand-painted, textured pieces designed for home display, a deliberate move away from the traditional gallery model.
According to Freedom’s Head of Homewares, Christie Maartensz, the intention was to make art feel more approachable.
“With Re-Emergence, we wanted to challenge the idea that great art only lives in galleries,” she said.
“These are pieces you don’t just admire, you live with them. Each work is hand-painted, textural and expressive, designed to elevate everyday spaces and reflect the way Australians really style their homes. It’s about making art feel personal, not precious.
“We are so excited to partner with Are Media and their incredible brands for this collaboration. This goes beyond product; it’s about ideas, emotion and how we live.
“House & Garden, marie claire and Home Beautiful offer the perfect stage to reposition art not as décor, but as an extension of identity in the home,” she said.
Freedom CEO Blaine Callard, Are Media CEO Jane Huxley
Editorial strategy driving campaign reach
The Re-Emergence launch is backed by content published across Are Media’s homes and lifestyle portfolio, including marie claire, Australian House & Garden, and Home Beautiful, alongside digital and social media assets.
Are Media’s Director of Sales, Anna Quinn, said the partnership was built on aligning content with consumer values: “Freedom turned to Are Media for our unique combination of cultural authority, premium editorial brands and deep understanding of the Australian home and style consumer.
“Our brands shape trends and inspire action. Through the lens of House & Garden, marie claire and Home Beautiful, we’ve brought the Re-Emergence campaign to life with credibility, connection and creative storytelling.
“This partnership shows how Are Media continues to push boundaries for its commercial partners, offering big ideas, bold creative, and a direct connection to women who shop with purpose and intent.”
Launch event brings media and brand partners together
To mark the release of the collection, Are Media and Freedom co-hosted a launch event at Rainbow Studios in Sydney. The venue was transformed into a temporary gallery showcasing the full range, with a curated guest list that included media, brand executives, and design creatives.
Notable attendees included Are Media CEO Jane Huxley, Director of Sales Anna Quinn, General Manager of Homes and Lifestyle Jocelin Abbey, General Manager of Luxury Nicky Briger, marie claire Editor Georgie McCourt, House & Garden Editor Tanya Buchanan, Home Beautiful Editor Elle Lovelock, and Better Homes and Gardens Editor Megan Osborne.
Freedom’s leadership team also attended, including CEO Blaine Callard, Head of Homewares Christie Maartensz, GM Marketing & Franchises Jason Piggot, Head of Marketing Darijia Djeric, and PR & Social Media Manager Rebecca O’Hearn.
The launch aimed to present the collection as both a commercial product and a storytelling opportunity, drawing on the influence of editorial platforms to reach design-conscious consumers.