Name: Alfred Lawrence Johnson

Company: Alfred Johnson Design

Position within company: Founder and Principal

Website: www.alfredjohnson.com

Tell us a little about your background in design (education, experience, etc)

Having graduated from Excel College London’s Dubai Campus in Interior and Conceptual Design, I interned with London Design’s Dubai office and went on to work with them for six years with clients like Nakheel, the developer of the Palm and World Islands in Dubai, Emmar Properties, the developer of Downtown Dubai and the Burj Kahlifa. I founded Alfred Johnson Design six years ago with the urge to contribute our vision of design and aesthetics to our clients.

How would you describe your personal interior design style?

Minimalistic with a passionate influence of biomorphic styling.

Where does your design inspiration come from?

Our design inspiration comes from everywhere; depending upon a client’s requirement, our approach is different, thus leading us down a variant of Alice’s rabbit hole through journeys of discovery. The end result is always a complimentary product that works within the client’s actual outcome and our ability to ‘bend the spoon’.

In what direction do you feel that design is moving towards in a general sense?

Toward a more informed sense of translation for client’s. The search for creating an original concept and then translating it into a practical everyday living environment that encompasses the human space, is now a much more sought after prize.

Name five key themes to consider when approaching design in 2014 and beyond.

To begin with the client’s needs must be kept in mind, followed by practical approach whilst designing an environment, budget allocation, optimum value for investment and last but certainly not the least, discovery and originality.

If you could offer one piece of advice when it comes to interior design schemes, what would it be?

Engage the environment; it always speaks to a designer and a good designer learns to adapt the space to work for the client.

How important are The International Design and Architecture Awards as recognition of talent and achievement?

ID&A Awards represent the honouring of our design peers that combine budgets with design in order to achieve the best possible result for the client whilst being true to the briefing. The platform is a wonderful medium to showcases creativity irrespective of the size of the design firm.

What projects are you currently working on?

Two private interiors for residences, one master plan for a villa project and an office tower.

What are your aims and goals for the next twelve months?

To maintain the standard of our design language.

Final thoughts; tell us a little more about yourself

Your favourite holiday destination?  – Manhattan & St. Moritz.

Your favourite hotel / restaurant / bar? – Zuma Dubai

Your favourite book / film / song?  – The soundtrack from the Dark Knight.

Your favourite food and drink?  – Sushi and a JW Blue Label.

Your favourite way to spend an afternoon? (in no more than 25 words)  – To spend it with my family in the country.

If you weren’t a designer, what would you be? – Don’t have an answer, I was meant to do what I do.