Alidad, Persian by birth, came to interior design via a deep love and knowledge of textiles. For many years he was departmental director of Sotheby’s Islamic works of art, carpet and textiles and he launched Alidad Ltd, his interior design company in 1985. His extraordinary richly layered rooms combine boldly patterned and often luxurious fabrics, such as damasks and brocades, with soft chenille’s and linens in soft colours. Invariably the home furnishings are a mix of antique, vintage and modern designs, with colour, pattern, texture and scale confidently combined. His inimitable eye allows him to create rooms from scratch that look as though they have come together over decades.
In 2004 Alidad’s first furniture collection was born, collaborating with furniture designer Thomas Messel to create this Neo-classical ‘Velvet Covered’ furniture combining leather and bronze with dramatically studded velvet fabric. In 2005 Alidad launched his first fabric collection with Pierre Frey based on 13th and 15th-century Hispano Mauresque designs. In 2008 he launched a further fabric collection, The Bospherous collection, an Ottoman-inspired range suitable for home interiors in collaboration with Chelsea Textiles and a second in 2011 inspired by 15th and 16th Century Italian Velvet's, The Medici Collection. He is currently working on a new exciting fabric collection, so watch this space.
Alidad was awarded Best Interior Designer by three highly respected magazines: World of Interiors, House & Garden and Elle Decoration and has had many press publications over the years for his Interiors, Fabrics and Furniture. Alidad is featured on four of these publications' most celebrated designers lists - House & Garden Top 100, AD 100 Best Designers, Country Life's top 100 and Elle Decor's A-List for the second year running. He was awarded The World of Interiors award for the best product of the year for the Augustus Console table in 2004 which remains his best selling piece of Velvet furniture to date.
To Alidad, home is something that should never be taken for granted: “Life is so hectic and stressful that home is a vital haven in which to relax and forget the outside world. I like to think I help clients create something very special to them which will lift their spirits every time they step through the door.”
Alidad is also currently working on a consultancy basis and welcomes any enquiry big or small.