F.R.E.D.
17/06/2016
Situated between the many antique shops in the Kloosterstraat in Antwerp, you’ll find the concept store F.R.E.D. This is the concept store of the Belgian fashion house FNG, known by the brands CKS, Fred & Ginger, Ginger, Baker Bridge, Expresso and Claudia Sträter. F.R.E.D. represents Facility for Research, Expression and Development. This name immediately shows F.R.E.D. is about much more than just clothes...
“F.R.E.D. is a mulitbrand store,” says shop manager Eva Vleeschouwer. “We sell Ginger, a brand of FNG, but also collections from designers like Tim Van Steenbergen and Annemie Verbeke and some international brands. In addition to clothing, you can also buy accessories and lifestyle items. But at the same time, F.R.E.D. is a laboratory for exhibitions, workshops, stock sales etc.,” says Eva. By working with fashion designers, artists and designers F.R.E.D. is in a constant state of metamorphosis. “At this moment, we are running a project from the artist Willem Cole where visitors can compose their own personal color portrait."
Because the concept store is very focussed on perception and experience, Tunify is also used in a very active way by F.R.E.D. “Music should not be predominant in the store, but it should create a certain atmosphere. We are original in every aspect of our business and we try to be original as well with our music.” says Eva.
Anyone looking for a modern and stylish outfit should definitely consider visiting F.R.E.D. at Kloosterstraat 13 in Antwerp. You can also visit them online via www.fred-one.be. Would you like to be informed of future projects from F.R.E.D.? Then sign up through their website for their newsletter.
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