Newspaper article The Evening Standard (London, England)

My Design London

Newspaper article The Evening Standard (London, England)

My Design London

Article excerpt

Byline: Katie Law

ANNALISE FARD director, harrods home ANNALISE FARD, the new director of Harrods Home, is an energetic, no-nonsense Yorkshirewoman, imbued with the Knightsbridge store's brand. She started work there 18 years ago as a furniture clerk, before joining the company's graduate scheme and working her way up via the beauty department, to end full circle in homeware. Her mission is to turn the 135,000sq ft homeware floor into a must-visit design destination, coaxing customers with a mix of the world's top luxury brands and the work of young UK designers.

Her job takes her around the world but London is still her favourite place to shop. Here, she reveals her idea of luxury, and why Holland Park is the place to be early on Sunday mornings.

my home I live in a fourth-floor, two-bedroom flat in the heart of Chiswick with my husband, Pezhman Fard, who is an NHS GP, and our Welsh terrier, Gwen. We married earlier this year. I like the area because it's village-y but near to the centre of town. The flat is only three years old and open plan, so it feels modern with an amazing terrace at the front and lots of floor-to-ceiling glass. I love the combination of having the hum of the traffic and being up in the trees.

my home STYLE I lead such a busy life, so I need calm at home. It's neutral greys and beiges and warm tones, with lots of texture, cashmere and velvet. Paints are from Little Greene, with a soft grey called Welcome in the hallway. Then Slate Grey and French Grey elsewhere. I'm quite minimal but love prinking cushions. I do like things to be perfect. We also collect art, one-off pieces of furniture and lovely objects.

what makes for a luxury brand It's a brand that combines craftsmanship, the finest materials, heritage and a strong design DNA -- the best quality presented in the most beautiful way. Boca do Lobo is a great example. It's a traditional old Portuguese brand that has been A great luxury brand: Boca do Lobo's lacquered Diamond Chocolate sideboard completely modernised in an interesting way, so that pieces of furniture or homeware can be in a room both as functional objects and works of art. …

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