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A Visit to the New Fred International Melbourne Showroom


Scandinavian furniture emporium Fred International has taken up residence in Melbourne beneath the historic beams of an iconic Collingwood warehouse in the famed Foy & Gibson precinct. Open by appointment, I jumped at the chance to take a tour of the new space when I visited Melbourne on the weekend. A beautiful day to stop by, the sun was streaming in through the large windows and I was immediately struck by the beautiful interior that marries the brand’s Nordic roots with a distinctly Melbourne aesthetic. 

In collaboration with interior designer Angela Harry and stylist Simone Haag, the apartment-style concept showroom has been crafted with both locality and worldliness in mind. “Fred International’s apartment is the merging of the concept of home with an aesthetic that is distinctly Melbourne,” says Angela. “This meant challenging the notion of Scandinavian design being strictly clean and minimal, instead opting for a darker, moodier palette; sophisticated, with a hint of Collingwood edge.”

While embracing the building’s heritage bones, careful consideration was given to removing layers of previous renovations, and imbuing the space with a light, restrained approach to new materials and finishes. A single shade of grey features predominantly throughout, allowing the original heritage detail and textures to be celebrated just as they are. In contrast, rich terracotta walls and lustrous carpet create an eye-catching entryway. 

Within the artful space, both new and iconic furniture pieces were selected from the extensive Fred International collection, with contemporary Scandinavian brands including Fogia, by Lassen, Friends & Founders, Rubn Lighting and Secto Design

With a warm material palette of cognac leather, marble, terrazzo, brass, smoked glass and velvet, I love the rich tones of the Friends & Founders La Pipe dining chairs in sea green and wine-red velvet Retreat sofa by Fogia. A pair of Fogia Bollo chairs are happily camouflaged in Raf Simons for Kvadrat upholstery against Fogia’s woven wool rugs, while decorative and functional light fittings act as a finishing touch, including a cluster of Rubn Vogue pendants; custom coloured to match the bold entrance.

Fred International director Melissa Walker says the space allows for an ever-changing curation of the brand’s evolving offering.“Our intention is to continually reinvent, and this unique residential-concept encourages that dynamism,” says Melissa. “While contemporary Scandinavian design celebrates the region’s great heritage, it’s bold and progressive and diverse in a way that eschews minimalist confines of the past. It’s a really exciting time, and we’re thrilled to have finally arrived in marvellous Melbourne.”

Photography by Michelle Halford for TDC 

Special thanks to Neil from Neil Hugh Office for showing me around the inspiring showroom and allowing me to take photos. Located in the same space, Neil's office is on the mezzanine floor and blends in seamlessly with the same attention to detail. 

Located at 79 Oxford Street Collingwood, Victoria (Apartment 10) by appointment, bookings can be made here

Interior Design by Angela Harry / Art direction and styling by Simone Haag 

Art from James Makin Gallery by Artist Greg Woods / Plants from The Plant Society 

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