Alfred Johnson entered the world of interior design when he graduated from Edexcel International and was recruited by Christian Mintowt-Czyz, the co-founder of London Design in Dubai as a 20-year-old apprentice in 2000.
He remembers he ‘paid his dues’ by working on mundane detailing for the first six months of the job before he was invited to work on a concept for Grand Stores with Justin Smith, Christian’s partner and creative head and co-founder.
This gradually led to bigger clients and Johnson went on to spend five plus years with the company working with regional giants such as Emaar, Nakheel and Thuraya.
Aged 26, he quit the firm and spent time as a freelancer before he founded Imagination Design with his business partner Amir Zaidi, which was the holding company that led to the inception of Alfred Johnson as a bespoke design brand.
Having accumulated a wealth of experience working with his old firm, Johnson saw a gap in the market that identified a niche clientele’s desire for a new, bold and unadulterated approach to design and reckoned that perhaps his design language could fill the void.
He is passionate about what he does and setting up the firm enabled him to artistically explore a particular dialect of design language whilst contributing to the fabric of a growing city.
Alfred Johnson, the design brand specialises in all aspects of boutique luxury design and biomorphic interior architecture. The head office is based in Al Quoz, Dubai.
As principal of the brand, Johnson’s responsibilities range from meeting new and existing clientele, creating initial dialogue, comprehending the details of the clients brief and being responsible for the creation of conceptual designs for all his clients. He said the role demands a lot of dedication ensuring clients receive original design concepts that translate their requirements, be it commercial or residential.
What are you working on at present and why? We are currently working on Alfred Johnson retail’s luxury furniture line that explores our biomorphic design language focusing on being practical as well as artistically striking. We have been exploring ways to enhance the luxury living/work experience and this led to us to morphing our design language into various aspects of the furniture industry. We’re currently exploring four new models in addition to our most significant pieces.
Our current product line includes: Medusa, our conference/dining table that seats 10 plus and can be customised to seat up to 18 people. The concept behind Medusa was a hunger deep within me to create and share my perspective on art with the world and the first of many originals.
Hand cast created with mild steel sub-sections, hand moulded fibreglass clad exterior, Medusa draws her inspirational shape from the core values of biomorphic design language. The pure shapes of each perspective that morph into one-another draws people into the depths of the product.
The consumer has a variety of customisation options in leather, real wood veneer, polyurethane super gloss paint, corian, veneer, chrome, aluminum and crystal encrusted, hence allowing its use to range from commercial, residential and hospitality.
Morphing the lines between form, function and the perception of art, we hope to inspire the space that it is used in and aim at giving consumers a new perspective into contemporary luxury.
Carmine – a biomorphic statement that re-visits luxury CEO/executive management workstations and its applications. It is cantilevered on a base section of 250mm with supporting MS base plates and concealed wall units. Handmade in cast created GRC – glass reinforced concrete, its base is brought alive with customisation options in leather, veneer, polyurethane super gloss paint, corian, veneer, chrome, aluminum and crystal encrusted panels with a fusion glass top.
Karoline – A complimenting blend between the functionality of a coffee table and the need for a pièce de résistance within any residence or office space, is customised to the clients requirements and available in combinations of leather, real wood veneer, polyurethane super gloss paint, corian, veneer, chrome, aluminum and crystal encrusted panels.
Sophia – A hand moulded end table that brings form and function together in an authentic ensemble creating an assembly of biomorphic design intent in any environment and is available in combinations of leather, real wood veneer, polyurethane super gloss paint, corian, veneer, chrome, aluminum and crystal encrusted panels.
Allegra – Be it hospitality, residential or commercial, created as a tribute to the arts, this table brings pure fascination as a design element to any environment. Its options range from leather, real wood veneer, polyurethane super gloss paint, corian, veneer, chrome, aluminum and crystal encrusted panels with a fusion glass top. The inspiration for Allegra came from the artist within me that simply wanted to create.