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FREY. LAUNCHES NEW RETAIL CONCEPT AT K11 MUSEA

Frey K11Musea 086 1024x681 - FREY. LAUNCHES NEW RETAIL CONCEPT AT K11 MUSEA

FREY. is extremely proud to open the doors to its second location in Hong Kong at K11 MUSEA on 13th November, 2022.

Just one year after the debut of the flagship in Central, FREY. has brought its sophisticated approach to women’s tailoring across Victoria Harbour to the vibrant K11 MUSEA in Tsim Sha Tsui, offering more women high-quality, timeless fashion in a wide variety of styles and sizes. Having established our flagship store as a unique place to support the female community with workshops, events and collaborations with local artists and designers, the new store will mirror the energy and serve as a space for women to feel comfortable to explore their personal style.

THE SHOP DESIGN

Creativity and craftsmanship are at the core of FREY. and at the forefront of the store’s design. Precision and refinement sit comfortably alongside youthful and contemporary colours and patterns and some surprising textures, to create a dynamic and quietly luxurious atmosphere.

Upon entering the store, customers will be led on a journey of contrasting textures, colours, and shapes. Their eyes will move beyond the soft oak display table at the entrance towards the curves of the brass rails, the glamorous antiqued mirror façade of the dressing rooms, to the deep grey panelled walls, harnessing the energy of mystery and sophistication, and the sky-blue ceiling, giving a feeling of calm and trust.

With these cornerstone colours in place, some whimsy is employed in the choice of striking wallcoverings and fabrics, to reflect the youthful energy driving the collections, but grounded by luxurious velvets, quartz accents and bespoke hand-crafted wooden furnishings that are made to last, as are the clothes on display.

At the heart of the store, houndstooth check armchairs, grouped around an elegant black marble coffee table encourage customers to relax, enjoy a freshly made coffee and soak in a unique retail experience coupled with impeccable customer service.

Autumn/Winter 2022-23

As a brand that proudly caters to women from all walks of life, the Autumn/Winter 2022-23 collection features a wide range of colours, from blue hues which represent the contrast between both electricity and serenity, to merlot red celebrating beauty, youth, desire, and of course the rose, Tlili has chosen a palette that brings a softness and femininity. The prints in the collection were adapted from brushstrokes of paintings created by Tlili’s child, bringing a raw, bold, and playful element to the designs.

“We are extremely excited to open our second location in Hong Kong. The store environment is the perfect space for women to feel comfortable to explore their personal style. We encourage ladies to come, chat with us and enjoy a hot coffee while trying on a variety of timeless classics that are perfect for every day wear and last years.” – Founder, Frederieke Van Doorn.