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.

 
We had wanted to work with Simone for quite a long time, so once we decided to reinvent our showroom, she was a natural choice to guide us on the journey. The process from creative response through to execution was inspirational and the result is a beautiful & functional space that captures ‘Scandinavian Living’ which is what we set out to achieve.

Simone is not only talented but super fun to work with too. What we love most about the space is that it can continue to evolve and we can’t wait to have Simone continue to assist us in the future iterations of this space
— Melissa Walker
 

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, EstInteriors Addict, Mr Jason Grant, , Inside Out and The Retail Design Blog. It is also under consideration for the Belle Awards 2016.

PHOTOGRAPHY: FELIX FOREST

STYLING: SIMONE HAAG