Dramatic Color shift when loading into Lightroom - What Strange Setting have I screwed or missed !!

0 800 help!! this one is so frustrating!!

From the original image out of the camera with the colors matching once I load it into Lightroom and then open it in the Full-screen editor/viewer I get a dramatic color shift. see both attachments --

I have also reloaded Lightroom, 

I have tried the reset options etc 

This is not occurring inside Capture One or other image editors

It also occurs on both monitors I have connected. 

Thanks