FRED OPENS ITS FIRST BOUTIQUE IN DUBAI

FRED OPENS ITS FIRST BOUTIQUE IN DUBAI

Follow Fred riviera & “LIVETHEJOY” spirit in Dubai:
THE DUBAI MALL - Ground Floor, Dubai, United Arab Emirates (UAE)

“I’ve often thought that living so close to the light, in daily touch with the sun, can only sharpen one’s thirst for light.”* Naturally, this light guided the architecture of the new FRED boutique in Dubai, intended as a French-Riviera oasis in the heart of the desert, an exotic port of call with the warm feel of a family home.

Inside, all FRED’s precepts and heritage are laid out over 115 square metres of floorspace. Two twin areas, one devoted to women’s jewellery and the other to men’s, greet the visitor and display iconic collections and coloured stones with their contrasting sizes and interchangeable pieces - the FRED style in concentrated form expressed by its hallmark designs.
The Salon Soleil d’Or and Par Amour lounges lie beyond. Devoted respectively to High Jewellery and jewellery celebrating engagements and every aspect of love, they are decorated with Vincent Darré frescoes broadly inspired by Jean Cocteau’s famous Chapel of Love, Cocteau being a friend of Fred Samuel.

A journey through the world of FRED with stopovers inspired by the founder’s life. It also reveals an audacious take on jewellery, as found in the Force 10, Pretty Woman or Chance Infinie collections.

*Excerpts from the book “Mémoires d’un joaillier” by Fred Samuel, Éditions du Rocher, 1992.