Alex Holloway and Elle Parmar Jenkins on their radical rethink of a London flat
Alex’s experience lies in hotel design, which makes perfect sense looking around the open-plan living and kitchen area of his London home. Before setting up his business with architect Na Li in 2015, Alex honed his craft designing for the likes of the Soho House group, as well as working on the redevelopment of Battersea Power Station. Since then, Holloway Li has become known for its vibrant spectrum of commercial and residential projects – from a concrete private members’ club in the Docklands to a brightly coloured noodle bar in Charing Cross. When it came to conceiving his most personal project to date, however, Alex took the opportunity explore designs that had previously been dismissed by clients for being too progressive or playful.
Alex and Elle’s home is on the top floor of an end-of-terrace Victorian house – not that you can tell its age when inside. There’s little sign of ornate cornicing or original fixtures, except for the sash windows. Having added an extra set to the space and by removing partition walls and a second bedroom – “that was a big move,” Alex says – the couple have created a large triple-aspect living area, which is bathed in natural light. The existing walls, meanwhile, have been cast in a rosy-pink plaster, which brings a beautiful texture to the place and contrasts pleasingly with the stainless-steel kitchen inspired by chippies and kebab shops. Cobalt and orange furniture – including a retro-futuristic chair designed by Holloway Li and Uma Objects – complete the Kubrick-esque scheme.
As for the bath? It might seem like a peculiar choice – even Elle wasn’t convinced at first – but it’s been cleverly positioned to make the most of the evening light. “It just works perfectly,” says Alex. “We can watch TV together, with one of us on the sofa and one in the bath. It also doubles up as a decent ice bucket when we have parties.” With a design more akin to a New York loft than a London period house, and a disco ball hanging from the kitchen ceiling, their home has been designed with entertaining in mind. “That’s when it feels most alive,” says Alex.
Watch the film now for a tour of Alex and Elle’s radical flat and to discover why they find inspiration in 1990s reality TV. Be sure to subscribe to our YouTube channel so that you never miss an episode. And, as always, happy watching.
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