FRED Jewelry launches new Force 10 retail pop-up concept in Seoul

The Héroïne Agency presents its latest pop-up for FRED Jewelry, one year after the launch of the “Fred Riviera Plaza” concept, which was conceived as an invitation to the slow life in a marketplace in the south of France. For this new opus, the sunniest of jewelers invites its Korean community to embark on a cruise to the Riviera’s emblematic destinations: Cannes, Saint Tropez and Monaco. This pop-up announces a new stage in the jeweler’s elevation strategy, offering an inspiring and memorable experience around the brand’s best-seller: the Force 10 interchangeable bracelet.

A sun-filled cruise through emblematic French Riviera destinations

In the heart of the Lotte World Mall stands the immense Force 10 loop, nestled within a chain of blue waves. The impact is immediate, and in the heart of the atrium, total immersion is guaranteed. Visitors are greeted by a sailor in a marinière, who invites them to spin the wheel of destinations to choose which mythical city on the French Riviera will be their first port of call. They are then given their boarding pass, and the journey can begin: Welcome on board!

Once the first waves have been crossed, the FRED cruise plunges you into the bohemian atmosphere of St-Tropez or the glamour of Cannes. Smile, you’re photographed at the front of the cruise ship, you’re wearing a panama hat, and the port of Monaco can be seen in the distance.

Each destination reveals a unique aspect of the history and values of the Force 10 collection, embodying the spirit of freedom and adventure so dear to the solar jeweler and a new opportunity to amplify its sense of place and tell the story of the French Riviera so dear to its founder Fred Samuel.

An enriched discovery at every port of call

Each stage of the cruise is complemented and animated by dedicated experiences. A themed F&B evokes the flavors and ambience of each home port, while an assortment of products is specially selected for each destination. Visitors can explore meticulously presented pieces, guided by a virtual try-on device that allows them to visualize FRED creations in minute detail. The emotional experience thus transcends and enriches the transactional experience.

Like a window on the French Riviera

This pop-up offers an unprecedented discovery of the South of France. Héroïne designed an experience path and an ecosystem of ultra-sharable physical and digital content. In addition to themed tastings and augmented consultations, an immersive photocall featuring exclusive accessories such as FRED eyewear and hats, allow visitors to immortalize their journey and share these unique moments on their social networks.

From inspiring key visuals to generous goodies and the posture of the sales advisors, every detail has been carefully thought out at 360° to make this Force 10 cruise an engaging and memorable experience.

By combining design and strategy, Héroïne succeeded in creating a unique moment, from concept to completion, and offering a new angle on exploring the French Riviera. This initiative reinforces FRED’s identity as a brand that is surprising, open, friendly and focused on creating genuine links with its community, wherever it may be.

ABOUT HÉROÏNE:

Founded in 2020 by Rémi le Druillenec, a retail expert for 10 years, and Quentin Obadia, designer and artistic director of fine jewellery, Héroïne is a Brand Experience Agency based in Paris. The agency is built around a cornerstone: the R.O.X.™ method, for “Return On eXperience”. Since its creation, Héroïne has supported major Houses such as Cartier, FRED and CHANEL.

FRED Jewelry is fully owned by LVMH Moët Hennessy Louis Vuitton S.A

 

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