SOUTH KOREA. LVMH-owned luxury jeweller Fred has relocated its boutique at Lotte World Tower in Seoul, in partnership with Lotte Duty Free. It houses seven counters that showcase Fred’s collections including Force10, Pretty Woman and Chance Infinie.

The brand owner said the investment in the new store underlines its commitment to growing in Asia

The boutique features an updated design with a sleek white interior blended with aqua blue and green shades. Panels of light-coloured wood contrast with the white. The architecture carries cues evoking sunlight and sea, reflecting Founder Fred Samuel’s vision, according to the partners.

A Fred spokesperson said: “The boutique is now located at the centre of the store’s luxury brand zone which better fits Fred positioning. As a jewellery brand under LVMH Group, client experience is always the priority. The renewal is an upgrade of brand image and customer journey in conjunction with Fred development. In recent years, Fred sailed through the market storm and demonstrated rapid growth in the Asia Pacific market. The renewal as a boutique is also in line with the target audience of this bright spot.”

The boutique also houses a Fred Library. The spokesperson said: “Fred Library expresses Fred’s spiritual and aesthetic heritage. It also includes dedicated areas for men’s and women’s pieces. A cozy area at the back of the store allows visitors to examine and embrace the jewellery pieces in their own time.

The store aims to evoke the passions and spirit of brand Founder Fred Samuel

“We want our customers to be immersed in the Fred universe and feel the uniqueness of Fred – the French Riviera Spirit, ‘Live the Joy’ vibe,” added the Fred spokesperson.

Lotte Duty Free Head of Merchandising Group Seung Kook Lee said: “We are thrilled to relocate the Fred Boutique with an entire renewal. The new boutique will enhance our customers’ shopping experience. We are also delighted to have strengthened our partnership with Fred and will continue to work closely to deliver luxurious and bespoke services to our shoppers.”

Highlights from the Fred Force 10 collection. Above left, pink gold and diamonds, medium model, and (right) white gold and diamonds, large model. Below, yellow gold and diamonds, medium model (left) and yellow gold and diamonds, large model

Chance Infinie medium model 18k pink gold and diamonds (above left) and small model 18k white gold and diamonds (right)

Pretty Woman medium model in 18k pink gold and diamonds (left) and XS model in 18k white gold and diamonds

Fred is present in Korean travel retail at Lotte Duty Free Main Store and Lotte World Tower in Seoul as well as Busan and Jeju outlets.

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