In a city known for reinvention, where glitz and glamour collide with innovation and artistry, Fredric Alexander, the brainchild of Alexander Stabler and Freddy Godínez, is transforming spaces and redefining the concept of design. Born from their shared love for creativity and fueled by personal resilience and ambition, the duo has built a thriving design studio in the heart of Las Vegas. Their journey is one of passion, partnership, and purpose—a story that blends personal triumphs with professional milestones.
As they celebrate the first anniversary of their commercial space, Fredric Alexander Headquarters, and Alex's milestone 40th birthday, QVegas sat down with the creative pair to uncover how their unique backgrounds, vision, and values shape their distinctive approach to design.
A Passion Rooted in Experience
For both Alex and Freddy, the seeds of their creativity were sown early. Alex, one of six children, grew up in Southeast Asia in a household filled with both love and chaos. His parents, though wonderful in many ways, struggled with substance abuse, which introduced instability into their lives. In response, Alex discovered solace in cleaning, organizing, and styling the rooms in their home.
"Design became my way of controlling the chaos," he recalls. "It was a coping mechanism that also allowed me to be creative and resourceful. That’s where I first learned about the positive impact design can have on people’s daily lives."
For Freddy, the influence came from his rich Mexican-American heritage and his large family of over 30 aunts, uncles, and cousins. Frequent trips to Mexico exposed him to outdoor adventures and creative improvisation, from makeshift grills to elaborate seating arrangements for family gatherings.
"My love for nature and landscape architecture started there," Freddy shares. "I went on to earn a degree in landscape architecture and a master’s in urban planning from USC, driven by a desire to create spaces that connect people with the natural environment."
A Love Story Built on Creativity
The two met nine years ago, bonding over a shared love for travel and design. From the start, they dreamed of one day starting a business that reflected their diverse backgrounds and experiences. Alex, a professional performer for 15 years, had spent eight years with the renowned Las Vegas show Le Rêve. Freddy worked at a creative agency, blending his academic background with hands-on marketing and design experience.
In 2020, when the pandemic brought the world to a halt, their lives took an unexpected turn. For six months, Alex and his colleagues were told to "stay ready" as they anticipated Le Rêve's reopening. But in August, the devastating news came: the show was closing permanently.
"We launched Fredric Alexander the very next day," Alex says with a mix of pride and amazement.
While Alex channeled his creative energy into building their website, Freddy designed the logo and filed the official business documents. Their brand, named after a playful nickname from Alex’s grandmother, was born out of their first major compromise. "We debated for days between 'Fredric Alexander' and 'Alexander Fredric,' but I had to admit Fredric Alexander just sounded better," Alex laughs.
From Pop-Ups to Headquarters
The duo’s first foray into business was scrappy yet ingenious. As the world adjusted to lockdowns and remote living, they began creating craft cocktail kits, scented candles, and handmade accessories, selling them at pop-up events around downtown Las Vegas. These pop-ups not only provided much-needed revenue but also allowed them to network with local business owners and build a sense of community.
"We started with anything and everything," Freddy says. "Small commercial bathrooms, home offices, backyard projects—whatever came our way. It helped us hone our craft and find our voice as designers."
By the time COVID restrictions lifted, Fredric Alexander had carved out a niche, blending timeless sophistication with eclectic, surprising elements. They define their style as "sophisticated funk," a marriage of old and new with a touch of whimsy. Their approach resonated with clients who appreciated spaces that felt both functional and uniquely personal.
Building a Legacy Downtown
In November 2023, the pair reached a major milestone: the purchase of their first commercial space in downtown Las Vegas. The building, a duplex now known as Fredric Alexander Headquarters, serves as both their design studio and a flex rental space for community events.
"The building represents so much more than just a workspace," Alex explains. "It’s a symbol of what we’ve built together and our commitment to this community."
Renovating the space in just four weeks—an ambitious feat timed to coincide with Alex’s birthday—was a labor of love. The studio now showcases their design philosophy, featuring curated pieces and innovative layouts that inspire clients from the moment they walk through the door.
The adjacent flex space reflects their commitment to giving back. It has hosted nonprofit events, band practices, and even graffiti art installations, all aimed at fostering creativity and connection within the downtown community.
"We wanted this space to be more than just ours," Freddy says. "It’s about creating a lasting impact and giving others a platform to shine."
A Distinctive Approach to Design
Fredric Alexander’s process is as collaborative as it is creative. They begin every project by diving deep into their clients’ needs, asking questions to understand how a space needs to function and how it can reflect the client’s unique personality.
"Sometimes it starts with a clean edit," Alex explains. "People often already have incredible items—they just don’t know how to arrange or incorporate them. We guide them through that process and help them see the beauty in what they already own."
Freddy adds, "We also push clients to think outside the box. Our goal is to marry beauty and functionality in a way that feels authentic to each person."
Their designs are often described as warm, welcoming, and distinctly unique—a testament to their ability to blend their diverse backgrounds and perspectives.
Lessons Learned and Advice for Aspiring Designers
Building a business hasn’t been without its challenges. From navigating creative differences to weathering the uncertainties of the pandemic, Alex and Freddy have learned valuable lessons along the way.
"Don’t be afraid to make mistakes," Alex advises. "When you do, own them, learn from them, and keep going. The only way to succeed is to be willing to fail."
Freddy echoes this sentiment, adding, "Be quick to let go of what doesn’t work and move on. Design isn’t meant to be perfect, and not every project will be for everyone—and that’s okay."
For young creatives looking to break into the industry, the duo offers this encouragement: "Embrace your unique perspective and lived experiences. Your individuality is your greatest asset. Show up authentically, and don’t be afraid to share your vision with the world."
Las Vegas: A City of Inspiration
Despite initial hesitations, both Alex and Freddy have fallen in love with Las Vegas, a city they describe as brimming with culture and opportunity.
"People say Vegas has no culture, but that’s not true," Alex insists. "People travel from all over the world to visit one mile of road here. The diversity and history of this city are incredible."
For Freddy, the desert landscape has become a source of inspiration. "It took time to appreciate, but I’ve learned to love the minimalist beauty of the desert. There’s so much potential for creating stunning outdoor spaces that respect and enhance the natural environment."
Looking Ahead
As Fredric Alexander continues to grow, Alex and Freddy are focused on creating meaningful change in people’s lives through design. They dream of expanding their reach, possibly through a TV show that highlights the vibrant design scene in Las Vegas.
"Our goal is to keep evolving, both as individuals and as a company," Freddy says. "We want to continue pushing boundaries and finding new ways to make an impact."
A Celebration of Success
As they prepare to light the marquee sign on their building for its first anniversary on December 9th, Alex and Freddy reflect on their journey with gratitude and pride.
"The building is more than just a milestone," Alex says. "It’s a testament to hard work, resilience, and the incredible community that’s supported us along the way."
For these two dreamers-turned-designers, the future is as bright as the neon lights of their beloved city.
Fredric Alexander isn’t just a design studio—it’s a story of love, creativity, and the transformative power of vision. Their work is a reminder that beauty lies not just in the spaces we create, but in the journeys we take to build them.
For more information visit fredricalexander.com