In 1985 Alidad founded Alidad Ltd, his eponymous design studio which was his primary focus for over twenty years. More recently Alidad launched Studio Alidad as well as his consultancy practice.
AD Italia – December 1996. Alidad surrounded by damask fabrics and an Italian velvet
September 2014 Alidad in his old studio at the Gasworks working on a drawing
All of these different facets of the business represents a very different service but each is underpinned with the same design integrity and attention to detail that is so synonymous with Alidad.
Watch the video Inside the Home of Alidad (Financial Times, May 2017) to discover more about Alidad’s World.
Despite its apparent formality, the Dutch Room at Buscot Park has a gentle and inviting charm. The joy of this room is the fine English furniture and the paintings by masters such as Rembrandt and Rubens, all of which belonged to the house. My job here was to reposition, restore and re-upholster with subtlety and sensitivity.
One of my favourite sitting rooms in Paris embodies all that I love about colour, texture and scale. This shows my key vision of beauty, warmth, character and comfort in one glance – in effect what I call a sixth sense for design. It is so important for someone to think about life’s activities and therefore the daily use of a space so that there is a place for a cup of tea and light by which to read. The space and everything in it is tempting you to sit and relax as your eye is seeing and almost feeling a rich kind of comfort.
Hand-painted portraits depicting various fictitious Ottoman Sultans are set into verre eglomise panels on the wall between the cornice and dado and run around the perimeter of the room to create this intimate wraparound effect. A candle bracket has been fixed to each verre eglomise panel and candlelit gentlemen are the main source of light in the space with hidden help from fiber optics.
The idea behind this London breakfast room was to create a tempting atmosphere at all times of the day, not only for breakfast but for lunch and dinner as well, during both formal and informal occasions.
It is the play of simplicity and scale that makes this London entrance hall so successful. I worked with the Architect to create this new glazed door and defined the space with wider-than-normal, aged floorboards that are laid very carefully to look authentic in this nineteenth-century building. The giant lantern is an excellent shape and size for the space because it too is grand. The client and I chose to use a subtle cream-and-ivory hand-printed damask design wallpaper that runs from the ground floor to the upper floors of the house.
What I most enjoy about the challenge of carving out interiors from what are effectively uninspiring concrete boxes is that I can reconfigure spaces so they not only work but have that Alidad element of surprise. In this cloakroom I wanted to intrigue the eye with every view from every angle, from both within and without, which is why I fashioned the space into this octagonal shape. Every surface is dressed with varying combinations of marble, glass and verre eglomise trimmed with brass to create a series of rooms that you would never expect to see next to a dining room.
Alidad Ltd offers a completely bespoke interior design and decoration service, from new build to existing period homes to renovation and restoration projects. Alidad Ltd incorporates a strong architectural arm as well as an accomplished interior decoration team, and therefore can provide a complete service from inception to completion.
Sitting room in the Cornwall farmhouse, large custom made upholstered ottoman with glass top and wooden legs and upholstered sitting area with decorative cushions.
Cornwall farmhouse Cloakroom vanity unit with a marble top and a beveled Venetian style mirror. Japanese apple blossom inspired wallpaper was used.
French joinery bathroom vanity unit with marble top.
Cornwall farmhouse master bedroom, painted wooden plantation style shutters, upholstered armchair and sofa with decorative cushions, all in Alidad’s fabric designed for Chelsea Textiles, Bospherous collection.
Studio Alidad is for those looking to complete a project on a shorter timescale and to a smaller budget. Its aesthetic, though sharing the same design philosophies as Alidad Ltd, is typically more contemporary, fresher and less bespoke than Alidad Ltd.
Alidad has recently started working on a consultancy basis, a service where clients can request advice, by the day. Whether a person needs a steer on a colour scheme, advice on how to maximize the space available in a room or how to translate architects plans into a livable environment. For more details, please enquire at email@example.com