Fred International director Melissa Walker says it was important the new showroom allowed for the flexible and ever-changing curation and display of products. “We intend to reinvent continually, and this unique concept encourages that dynamism,” Melissa says. “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.” While showcasing the best of Scandinavia, Melissa maintains the showroom is distinctly Sydney – and ‘distinctly Fred’.
The new Fred International Showroom is located at 61 Nickson Street, Surry Hills. Open Monday to Friday 10 am – 5 pm.