Alidad’s Story

Alidad signing the book
Alidad signing copies of his book ‘The Timeless Home’ – photo credit Alessandro Durini di Monza –

Alidad is an award winning interior designer, world renowned for his opulent yet supremely comfortable interiors.

Alidad first decided to establish his interior design studio whilst working at Sotheby’s where he was the youngest departmental director for Islamic works of art and textiles. Whilst there, he realised that his interest lay more in styling the space than the actual objects within.

Alidad’s design style is inspired by an idyllic childhood spent in the ancient, rich and mysterious land of Persia. His deep appreciation for history means that he can completely immerse himself in any true design aesthetic from Baroque to Neo-Classicism, Chinoiserie to Art Deco.

A painstaking attention to detail coupled with a highly skilled artisanship is key to everything that Alidad designs and produces. This philosophy has resulted in many prestigious projects such as the architectural restoration of Buscot Park, part of the National Trust, as well as numerous homes for private individuals worldwide.

He has been widely acclaimed for combining antique, vintage and modern designs resulting in extraordinarily richly textured and eclectically furnished rooms.

His inimitable eye allows him to create rooms from scratch which look as though they have come together over decades evoking the faded beauty of 17th and 18th century textiles and interiors.

 Alidad’s portfolio of impressive projects led to collaborations with prestigious fabric houses Pierre Frey and Chelsea Textiles, as well as the launch of his own award-winning line of velvet furniture.

Alidad with the Editors in Chief of World of Interiors, Min Hogg, and House & Garden, Sue Crewe, having won all the awards at British Interior Design Exhibition in 1997
Alidad Design Award
Alidad in 2004 winning The World of Interiors Product Design of the Year Award at the Design and Decoration Awards for his Augustus Console Table with limestone top from his Velvet Furniture Collection
Alidad with his award winning Augustus Console table which is part of his Velvet Furniture Collection in 2004
Alidad’s book the Timeless Home, published by Rizzoli in 2013
Veranda Cover
Alidad’s home in the December 2017 issue of Veranda, beautifully dressed for Christmas.


To visit Alidad’s Press Archive click here.


Alidad in conversation with Sue Crewe, Ex Editor in Chief of House & Garden at the V&A

Alidad interviewed by the Financial Time FT Life 

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.

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.


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.


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