Fred International Furniture Showroom
The brief for the Fred International Furniture showroom was to to create a classic, modern and sophisticated showroom with a relaxed, warm and welcoming atmosphere. The team at Fred wanted to not only showcase their key selling pieces and highlight new pieces but to celebrate the established furniture heroes. Simone collaborated with designer Angela Harry who artfully detailed the dioramas which each tell their own story, ultimately showing a curated selection of pieces from across the Fred stable.
A growing collection of authentic objet d’art and curios were hand selected to give the furniture and lighting a sense of purpose, belonging, and create a feeling of coming home. Clever domestic visual cues such as a traditional Swedish fireplace, a staircase, and a cosy living room setting complete the experience. By opening up the back-of-house, the Fred International team adds an important human presence to this very domestic setting. The Fred International showroom has appeared in various blogs; such as Yellowtrace, Est, Interiors Addict, Mr Jason Grant, , Inside Out and The Retail Design Blog. It is also under consideration for the Belle Awards 2016.