Danish electrical retailer Fredgaard has unveiled new interiors with design by Fitch. The new concept is part of a repositioning exercise, timed to coincide with the 45-strong chain’s public flotation on Borsen, Denmark’s stock exchange. The Fitch concept creates ‘a dynamic environment that offers participation and inspires the customer to experiment with the products’, says a Fitch spokeswoman. The first refurbished stores have been opened in Allborg and Svendborg, with a steady roll-out planned for the rest of the chain.
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The £50m refurbishment project has been led by architectural firm Stanton Williams, and features areas that the public can use without having to buy a ticket to a performance.
The start-up has a new visual identity designed by Wolff Olins, one year after being embroiled in a host of scandals, and two years after its last brand was launched
Created by in-house designers, the store aims to have an “immersive” feel to help customers imagine products in their own homes.