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©2026 K.Siddiqi & Co.
The Fred Hotel
The FRED is a luxury boutique hotel in central Lahore, and perhaps the studio’s most involved, end-to-end experience design project, from the core logo to which playlist plays at what time, in what hotel space.
Projects
The Fred is a follow up act. The impetus for this was Zain Aziz’s first restaurant and pop up space - FRED, in Y block. A hotel is a hugely different ordeal to plan and design for than a restaurant. Virtually everything has been custom designed and manufactured, all in the vein of being a love letter to Lahore - our home and identity.
Working with Zain is great - few collaborators and clients are this detailed and obsessed over details.
Studio Roles: Art Direction - Photography, Product Accessory Design, Color Palettes, Stationery Design, Typography, Wayfinding.
All furniture designed in-house by The Fred Co ( Zain Aziz - owner and Creative Director).
Additional creative overlaps: Spaces by Aleena, Salik Khan (then art director at The Fred)
Working with Zain is great - few collaborators and clients are this detailed and obsessed over details.
Studio Roles: Art Direction - Photography, Product Accessory Design, Color Palettes, Stationery Design, Typography, Wayfinding.
All furniture designed in-house by The Fred Co ( Zain Aziz - owner and Creative Director).
Additional creative overlaps: Spaces by Aleena, Salik Khan (then art director at The Fred)