Our friends at Fred International have teamed up with stylist Simone Haag and interior designer Angela Harry to create a fresh new look for the redesign of their Rosebery based showroom in Sydney’s east. Emulating true Scandinavian living, the 200m2 showroom is filled with quintessential lighting and homeware pieces for the style conscious home.
Working in collaboration with Fred International founder, Michael Liira and Managing Director, Melissa Walker, Haag and Harry have successfully created an atypical showroom that evokes a sense of warmth and intimacy thanks to the use of a series of large scale dioramas depicting different living environments and scenes.
“We genuinely live and breathe Scandinavian design and culture,” explains Liira. “While nothing can compare to walking the streets of Stockholm, we think our new showroom is the next best thing for Australia’s design community.” The relaunch of the new look showroom coincides with the addition of three new brands, Fogia, Friends & Founders and Lightwork to Fred’s existing designer brand lineup of Sector Design, by Lassen, Swedese, Lindholdt Studio and Rubn Lighting.
Founder of Fred International, Michael Liira and Managing Director, Melissa Walker.
PHOTOGRAPHER: Felix Forest