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Welcome to My Design Alley. A design blog celebrating design in many forms - from interior spaces to new products, stores and interviews with designers both local and from around the world.

In Focus | The Fred International Melbourne Showroom

In Focus | The Fred International Melbourne Showroom

Fred International has a brand new home in Melbourne and it’s pretty wonderful. Located in an iconic warehouse in the famed Foy & Gibson precinct, the new showroom is the perfect backdrop to showcase the company’s Nordic roots. Think double-height soaring warehouse ceilings, rustic timber beams and an apartment-style feel. The new space was designed in collaboration with Interior Designer Angela Harry and Stylist Simone Haag who have created a local yet worldly interior.

 Retreat modular sofa designed by Monica Förster for Fogia, Sweden. Knit Wit pendants by Made by Hand, Copenhagen. Archetto black shelves designed by Note Design Studio for Fogia, Sweden. Photo – Mark Roper. Styling – Simone Haag.

Retreat modular sofa designed by Monica Förster for Fogia, Sweden. Knit Wit pendants by Made by Hand, Copenhagen. Archetto black shelves designed by Note Design Studio for Fogia, Sweden. Photo – Mark Roper. Styling – Simone Haag.

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. Colour within the space has been cleverly applied with the use of materials and finishes such as beautiful cognac leather, marble, terrazzo, brass and smoked glass. We can’t wait to visit when next in town.

 Tiki three-seat sofa designed by Andreas Engesvik for Fogia, Sweden. Varsi arm and Octo pendant by Secto Design, Finland. Coffee Table 90 with brass details by Händvark, Denmark. Photo – Mark Roper. Styling – Simone Haag.

Tiki three-seat sofa designed by Andreas Engesvik for Fogia, Sweden. Varsi arm and Octo pendant by Secto Design, Finland. Coffee Table 90 with brass details by Händvark, Denmark. Photo – Mark Roper. Styling – Simone Haag.

“Fred International’s apartment is the merging of the concept of home with an aesthetic that is distinctly Melbourne - this meant challenging the notion of Scandinavian design being strictly clean and minimal, instead opting for a darker, moodier palette.”
— Angela Harry
 ML33 armchair designed in 1933 by Mogens Lassen. Manufactured by By Lassen, Copenhagen. Saw Desk with glass top by Friends & Founders, Denmark. Art by Greg Wood via James Makin Gallery. Photo – Mark Roper. Styling – Simone Haag.

ML33 armchair designed in 1933 by Mogens Lassen. Manufactured by By Lassen, Copenhagen. Saw Desk with glass top by Friends & Founders, Denmark. Art by Greg Wood via James Makin Gallery. Photo – Mark Roper. Styling – Simone Haag.

 Inside  Fred International’s  Melbourne showroom. Photo – Mark Roper. Styling – Simone Haag.

Inside Fred International’s Melbourne showroom. Photo – Mark Roper. Styling – Simone Haag.

“Fred International’s apartment is the merging of the concept of home with an aesthetic that is distinctly Melbourne.”
— Angela Harry
 Inside  Fred International’s  Melbourne showroom. Photo – Mark Roper. Styling – Simone Haag.

Inside Fred International’s Melbourne showroom. Photo – Mark Roper. Styling – Simone Haag.


+ Fred International is located at 10/79 Oxford Street, Collingwood and is open by appointment only. Visit the website to arrange a private viewing.


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