FRED boutique opening in Monaco
Light. Ever since Fred Samuel discovered that of the French Riviera, it has been the heartbeat of the brand. Tender and warm, radiant and feminine, it diffuses its unique glow into every FRED creation. It is also a very dear location to FRED’s founder: "Monte Carlo gave my career a real boost. It symbolises (...) the place where the light of stones was returned to me, so to speak."* A paradise that left its sun-drenched mark on the Modern Jeweller Designer, as he called himself. And was the scene for an unforgettable encounter with Princess Grace at the opening of his boutique in the Principality in 1976.
Today, FRED is transforming its Monegasque boutique, now installed in the new Monaco Mall. Shades of sandy pink, turquoise and azure blue bathed in the light of the Riviera reveal themselves across two floors. Here and there, pebble mirrors, as well as photos of Fred Samuel and friends of the brand, greet visitors. Joining them is a mural by the artist and interior designer Vincent Darré of a sun, dedicated to the goddess of light and decorated with arches and palms, evoking the French Riviera between sunrise and sunset
*Mémoires d’un joaillier, Fred Samuel, éd. du Rocher.
Boutique FRED, One Monte-Carlo, Place du Casino à Monaco.