FRED has chosen Beijing Wangfu Central Mall as the venue for its third boutique in the Chinese capital. The House’s traditions, history and architectural heritage feature prominently. Presented on an unprecedented scale, they inspire a desire to travel and escape to the French Riviera with FRED’s unmistakeable freshness and joie de vivre.
With this boutique, FRED unveils a new concept underscored by a genuine journey through its collections and history. A space is devoted to the various iconic women’s collections, while ample provision has been made for men’s jewellery.
The journey to the French Riviera continues with jewellery pieces celebrating the most eloquent declarations of love, brought together in the ‘For Love’ space. Here, a fresco designed by artist Vincent Darré and inspired by Cocteau’s Chapel of Love watches over these exquisite objects. Built on the Cote d’Azur, the chapel is both a nod to Fred Samuel’s love for the South of France, where he spent his honeymoon, and to his friendship with Jean Cocteau, so firm it led the latter to design a jewellery piece for the House in 1962.
Finally, a pop-up area named ‘Live the Joy’ makes its debut to house special events and a large interactive mirror. The latter provides a means for exploring the collections, for trying them on and recording such playful moments photographically for oneself or sharing the images of this immersive digital experience on social media. One of them invites the visitor to plunge into the world of the Pretty Woman collection. Christened ‘Your way, your love’, it begins by capturing heartbeats, then leading down a path that reveals love’s different facets, one by one. After making a choice from among the filters and stickers especially created to express the visitor’s own ‘way of love’, it only remains to add a romantic message and send the creation to a loved one.
This new flagship boutique demonstrates FRED’s commitment to the artisanal expertise and spirit of welcome that Fred Samuel held dear. The new location with its welcoming warmth aims to be a lively space rooted in the world of today. It opens a door to the joie de vivre and love of beauty that have characterised all the creations of FRED, the Creative Modern Jeweller, since 1936.