- FREE MOVE
Design team: Lea Katz with Andrea Cincotta, Carmelo Zappulla
Photography: Amit Geron
Free Move is a chain of boutiques in Tel-Aviv selling five clothing and denim brands.
A new brand identity was necessary to unite all the shops and appeal to its young clientele.
It was envisaged that creating an abstract landscape in each store would give a strong identity as well as providing a flexible environment for displaying product. The landscape themes for the first three Free Move stores are the forest, the ocean and the desert. The first of the themed chain to be realized is a shopping mall space that is narrow, long and high, so this was determined as suitable for the forest concept