Take a look inside the new Fred boutique at Lotte Duty Free World Tower

By Faye Bartle |

Fred’s new boutique at Lotte Duty Free World Tower.

The new Fred boutique at Lotte Duty Free World Tower.

Fred has opened a relocated, renewed boutique at Korea’s Lotte Duty Free World Tower, designed to elevate the customer experience and support the brand’s accelerated growth in the Asia Pacific market, as well as its ambitions to develop its presence in the region.

The new boutique has a premium position at the centre of Lotte Duty Free World Tower’s luxury brand zone, which underscores the positioning of the LVMH Group French jewellery brand.

The architecture and design has been carefully crafted to elevate the customer journey and brings to life the vision of the brand’s founder Fred Samuel, who had a passion for sunlight and sea.

“We are thrilled to relocate the Fred Boutique with an entire renewal,” said Lotte Duty Free Head of Merchandising Group Seung Kook Lee.

“The new boutique will surely enhance our customers’ shopping experience.

“We are also delighted to have strengthened our partnership with Fred and will continue work closely with it to deliver luxurious and bespoke services to our shoppers.”

Fred’s new boutique at Lotte Duty Free World Tower.

The new Fred boutique in at Lotte Duty Free World Tower has been designed to elevate the customer journey.

The boutique exudes luxury with its white interior combined with aqua blue and green accents.

Signature Fred-style panels of light-coloured wood provide an eye-catching contrast and reflecting the simplicity of the elements of its fine jewellery.

Customers can shop the Force10, Pretty Woman and Chance Infinie collections at the seven counters positioned in an arch shape.

Fred jewllery collections

Fred Chance Infinie Ring medium model 18k pink gold and diamonds; Force 10 Bracelet 18k yellow gold and diamonds medium model and Pretty Woman Necklace XS model in 18k white gold and diamonds.

There are dedicated areas for both men’s and women’s pieces, as well as a cosy area at the back of the store where visitors can relax and take their time discovering the collections.

Fred is also present in Korean travel retail at the Lotte Duty Free Main Store, Busan and Jeju.

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