Free City opened their new Supermat store in Hollywood, Ca on Highland. Creativity is an understatement when defining their idea and creation of brick and mortar retailing. Art creates their atmosphere making the merchandise only part of the reason to walk in. Not only is this brilliant in attracting your target market during an economic crisis, but also in the sense that it provides an experience for shoppers. They are walking into a store filled with creative inspiration where they can see what actually drives this company as opposed to assuming based upon the type of merchandise they are selling.