ARCHITECT OF THE AMERICAN LIFESTYLE

For 33 years, ALFREDO PAREDES built the visual language of American lifestyle and shaped our vernacular of how a home should feel. Now he's taking clients.

WORLD BUILDER

Alfredo approaches every project as an art director, orchestrating materials, references, and rituals into cohesive, lived-in worlds. He doesn't decorate—he constructs.

It's a skill born from absence. His family fled Cuba when he was young and never returned; no photographs survived, no record of the life they left. So he learned to rebuild worlds from fragments—cinema, memory, imagination. Paradise lost became paradise invented. That instinct now belongs to his clients: he takes what exists only in their heads and makes it real.

A CAREER THAT HAS SPANNED THE GLOBE

He has worked all over the world as the head of RL store design - traversed flea markets, traveled the globe sourcing the most interesting finds for RL stores and Ralph’s personal homes.

HOMES AND SPACES THAT ARE A REFLECTION OF THE PEOPLE IN THEM. OR OF WHO THEY WANT TO BE

Thirty-three years at Ralph Lauren taught him to build worlds on demand—preppy, western, safari, whatever the season required. Now he brings that same fluency to residential work, where the brief isn't a brand book but a client's life. The range in his portfolio isn't restlessness; it's the point.

MULTI HYPHENATE

His work spans high-end residential, hospitality, and product - his own furniture line, collection with Patterson Flynn, and a fabric collection with Kravet.