Fred International is one of the country’s prime distributors of furniture, lighting and homewares from Norway, Finland, Sweden and Denmark. All of the brands it carries are exclusive to its Rosebery warehouse and website.
Founder Michael Liira, and managing director Melissa Walker, worked with interior stylist Simone Haag and interior designer Angela Harry to refurbish the space in 2016 (it first opened in 2007). The idea was to make it feel like a Scandinavian living room or home, so visitors get a feeling for how people in Scandinavia live.
The showroom is segmented into large-scale dioramas. Each works in isolation to present the different ways brands and materials can work together. The colour palettes are warm and neutral, to best display a cross-section of metals and woods.
Fred International highlights the Scandinavian approach to design: function before form. The ergonomics of a chair work perfectly from a perspective of comfort first. Everything is designed and manufactured in its country of origin.
Walker loves showcasing classic brands alongside contemporary ones. Some of her favourite pieces, such as By Lassen’s “Saxe” chair, made of oak and natural leather, were originally designed in the 1930s, and have gone back into production.