Editor’s Note
This article details the reopening of Maison Fred’s renovated boutique in Busan, inspired by the French Riviera. The brand’s CEO highlights the location’s significance and the boutique’s new experiential design.
French high jewelry brand ‘Maison Fred’ by Maison Fred Korea (CEO Charles Lung) has newly renovated and reopened its boutique at the Shinsegae Department Store Centum City branch.
Located on the first floor of Shinsegae Department Store Centum City, the newly renovated Fred boutique embodies the maison’s radiant homage to the French Riviera, cherished by founder Fred Samuel. For Fred Samuel, the Riviera was where his passionate love for light and color began—a source of inspiration filled with dazzling sunlight, azure seas and skies, and the swaying movement of palm trees in the breeze.
The Fred boutique at Shinsegae Centum City interprets the joy and delight of life experienced by Fred Samuel on the Riviera through the maison’s unique artistic sensibility and modernity. The soft ivory-colored façade enveloping the boutique resembles the sand of the Riviera coast. Furthermore, rope-pattern details adorning the interior evoke Fred’s iconic Force 10 collection, symbolizing a yacht embarking on an adventure-filled voyage.
Arch-shaped details placed throughout the boutique evoke sophisticated architectural elements, achieving a beautiful harmony between classical and contemporary architecture. The flow of graceful curves contrasting with the solidity of the structure, and organic, natural silhouettes set against structural lines, are also an important legacy of Fred. The space, featuring an exterior design expressing rippling waves and a graceful gradient of Fred blue, invites visitors into the brilliantly shimmering blue sea of the Riviera.
Through this renovation, the boutique has newly organized various forms of consultation zones, transforming into a space where customers can experience the brand more comfortably. The VIC zone is completed as a space where one can feel Fred’s heritage and craftsmanship in a warm atmosphere, as if bathed in the radiant sunlight of the Riviera, supporting private consultations for customers in an even cozier setting.
To celebrate the reopening, the maison’s iconic high jewelry collections can be experienced at the Fred boutique in Shinsegae Centum City. Maison Fred’s high jewelry, born from founder Fred Samuel’s passion for light and color, is characterized by a harmony of bold creativity and craftsmanship, elegantly capturing the radiant energy of the Riviera and the maison’s unique aesthetic. Through diverse collections featuring genderless modernity and sophisticated design, one can more deeply experience the heritage and artistic sensibility possessed by Maison Fred.
Thus, at the Shinsegae Department Store Centum City boutique, which expresses Fred’s unique originality and craftsmanship through an elegant harmony of the maison’s design codes and architectural beauty, the maison plans to convey the Riviera sensibility filled with the joy and delight of life celebrated by founder Fred Samuel and continue its unique heritage.