Alfredo Paredes describes his New York-based studio, and his own creativity, as multi-disciplinary, infusing an essential eclecticism into his interiors, events and even products. As the concept artist for Ralph Lauren stores and showrooms for 33 years, his impeccable taste and reputation preceded him and set the highest standard for design excellence.

Raised in America with Cuban heritage, Paredes instinctually merges old- and new-world sensibilities into timeless aesthetics. For the design inspiration of his new furniture launch, we looked no further than the man himself: his story; his passion for fashion, colors and textures; and ultimately his very unique way of seeing the world.

We combed through vintage surrealist posters, photos, graphics from 1950s Paris, and typefaces to find the perfect tones and forms to capture his bohemian-industrial modernity. Playing with dark and light, transparency, and suggestive shapes and textures, we developed an evocative and immersive visual world. Bold figures combined with whimsical touches exemplify the “perfect pitch” of this new brand identity, including a logo, the “A and P” symbol, a very extensive collection of icons for his “visual world'', a book for his furniture line and a very popular series of inspiring animations for social media.

We're proud of the results!

• Alfredo loved his new brand identity so much that he printed and framed two giant posters of the A and the P which now hang behind his desk at NY headquarters.

• Instagram fans are effusive: “This brand is a harbinger of things to come! The juxtaposition of symmetrical versus asymmetrical, transparency versus opaque, and light to dark is truly hypnotic!”

Click here to see the 2021 AP Book Catalogue:

ALFREDO PAREDES

Creative Direction I Brand Identity | Social Media Content & Animations | Book Catalogue | Digital Catalogue