Fred International

A collaboration with Simone Haag | Photography by Felix Forest

Purveyor and lover of Scandinavian furniture, Fred International engaged Designer Angela Harry and Stylist Simone Haag to bring a little Scandinavia to their Sydney showroom.

The brief was to create a classic, sophisticated space with a relaxed and welcoming atmosphere for Fred to call home.

Working in close collaboration, Angela and Simone created a changeable series of dioramas with a simple paired back palette. Each vignette tells it’s own story and showcases a curated selection from Fred’s collection, with objet d’art and curios giving the furniture and lighting a sense of purpose.  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.

“What we love most about the space is that it can continue to evolve,” says the client, “with new pieces continually arriving, a fresh coat of paint to one diorama is all it will take to breathe new life into the space.”

‘WOW.. STUNNING! I can’t tell you how exciting this is!
So many wow ‘moments’.. – Melissa Walker, Fred International.