Articles in the press

It was the Swinging Sixties when the King’s Road in Chelsea first became the place for the fashion conscious, when MaryQuant’s boutique hit the headlines for its eye-popping designs. Today, it’s still a shoppers’ paradise with plenty of original design stores, plus a sprinkling of restaurant, cafés, flower stalls and patisseries to enhance its reputation for that luxury way of living. It’s an atmosphere that appealed to property developer Dominic Jude of Folde Properties, when he snapped up a house just 150m. from the world famous area. “The location is perfect for a family home. It’s central to all things that people desire in London; shopping, entertainment, restaurants, parks and the best schools,” he says. “Just off the King’s Road is as good as it gets,? he enthuses.

Specialising in high-end residential properties in the capital, Folde has established a reputation for top quality refurbishments. Which is just as well, because this Victorian house was in dire need of renovation when bought. “It was very tired and needed total modernisation, including a new roof, electrics, plumbing, heating and also paintwork. Everything, really,” says Dominic. So, how did he decide on re-designing the interior? “I formed in my mind the kind of person likely to buy the place,” he explains. Then, with his in-house team, Dominic began by talking to local estate agents to build up a picture of the potential purchaser, down to the number and layout of bedrooms and bathrooms that might be required. “When it comes to the design, we really like to push those boundaries a bit to create something very special,” he says.

Head to the lower level of the house to the kitchen and ’special‘ is the word that springs to mind. A white glass design is the focal point, creating a cooly contemporary look. Its creator, Vivienne Warman at Kitchen Co-ordination, says, “The room needed something light to maximise the sense of space. The pale surfaces have been blended with timber flooring to create a much warmer feel.”

Having removed internal dividing walls, the room has been opened up to include a comfortable lounging area for watching television at one end and an elegant dining zone at the other, complete with French doors to the garden beyond. “We imagined that our buyer might be a couple, possibly with a young family, so we wanted to establish a place where they could all be together,” explains Dominic.

It’s not just the cool hues that enhance the light, uncluttered effect, it’s also the streamlined design of the cabinetry. &rldquo;We kept it simple,” says Vivienne, gesturing towards the linear look of the furniture. Even the island worktop is as smooth and unfussy as possible. “It’s one, enormous joint-free piece of a man-made, durable solid surface that’s over 3.5m long. It had to be lifted into place from the floor above, before the new staircase was built, just so that it would fit,” Vivienne recalls.

An oasis of calm was the inspiration for the master bedroom on the 4th storey of the house. “It’s on the top floor because we felt that the owners would want some private space,“ explains Dominic. As well as its own secluded roof terrace, it has a dressing area and en suite, designed to offer a relaxing environment. The colour palette is soft, with warm honey and toffee accents, and textures have been injected to create comfort. But it’s not without its decorative detail: take a look at the silk wardrobes or the hand-finished throw from India on the bed. “We want to provide the owners with a walk-in inspirational lifestyle,” adds Dominic.

Luxury is the theme, too, of the en suite with its spacious shower area, framed in bespoke glass and clad in natural stone. His ‘n’ hers basins are set on a tailor-made vanity unit in which to store all those daily lotions and potions, while simple wall spouts complete the contemporary style. On the market for £3,450,000, the property has already had lots of interest, so you’ll need to move quickly if you’re tempted. “We’ve had a well known supermodel and one very famous newsreader look around,” says Dominic. “This house really will make a great family home for the lucky purchaser,” he concludes with a smile.

Considering its location on the second floor of a landmark Art Deco building just off Hyde Park, it made sense to create and interior for this two-bedroom apartment that, while contemporary, at least hinted at its history.

Folde Properties’ head interior designer Zoe Binns worked to a generous budget on the Eresby House project that allowed for bespoke and off-the-shelf furniture and furnishings, all of which have a classic contemporary feel. The overall color palette, meanwhile, was kept deliberately neutral. ‘We tried to make it as inoffensive as possible and so applied neutral tones with accent colours in each of the rooms.’ says Binns.

Both the kitchen and bathrooms were custom made according to designs drawn up by Binns. The master bathroom is clad in Indonesian imperial brown marble from Alistair Mackintosh, giving it the look of a luxurious wet room, while the kitchen has a highly polished lacquer finish. Most of the utilities are hidden or integrated into the units, which are topped with sumptuous stone work tops (with Italian marble from Classico Marble).

In another touch of Houdini-style trickery, the TV in the living room is hidden behind a painting. All of the comfortable seating in the living room is bespoke with sofas (made up by Beltrami Designs) upholstered in Mogador Neige fabric by Lelievre. The dining chairs in rosewood were sourced from the Danish Homestore while the dining table and coffee table are both from Julian Chichester.

The fitted cabinetry in the dressing room is another distinctive addition to the apartment and the bedroom with its chenille-upholstered bedhead continues the plush but pure theme, again with technology pleasingly closeted away.

Turnkey design packages are attracting global players in need of multiple pieds-à-terre. They’re hassle-free, flexible and have instant wow factor.

...smaller developers like Folde are all likely to feature made-to-measure cabinetry, specially commissioned linens or cashmere blankets from the developer’s sources around the world, hand-painted wallpapers costing thousands of pounds per wall and hand-finished Italian kitchens from Pedini. The interiors have the rarity factor – plus all the features you’d expect from a top designer, from Folde’s beautiful padded headboard to the...

Folde Properties was set up by Dominic Jude in 2006 and has already successfully completed various redevelopments in central London. Folde undertakes a range of projects, but one thing remains constant: all re carried out with the utmost care and quality, using the best materials and the latest technology. Its first, and apartment in Queens’s Gate, set a new standard for the area with both clients and agents recognising the value of its interior design, use of materials and overall quality of workmanship. Queen’s Gate set a record sale price for the area, approximately 20% above the average property in good condition. It is predicted that the other projects currently underway will follow a similar pattern.

1. Sub Zero Fridge – ...the creme de la creme of fridges in terms of capacity, quality and performance. The sub-zero wine cooler can keep both red and white wine and the correct temperature with in the same unit...”
2. Blum deep pan drawer – “...It saves bending down and rummaging around at the back of a dark cupboard. Simple and pratcical storage...”
3. Bulthaup (kitchen designers) – “...they treat the kitchen as a living space, combining ergonomics with a high level of design flexibilty.”
4. Gaggenau Steam Oven – “...both a conventional and steam oven that has its own water supply and has minimal energy output...”
5. Lutron – “...to suit any room and mood. Carefully positioned lighting can transform good design into great design, we use Lutron in every Folde project...”

Zoe Binns began life in South East Asia before studying interior design in Madrid and then heading to London, where she worked as a junior designer and Candy & Candy. Experience in designing exclusive country house, multiple units and luxurious penthouses was invaluable: Binns now runs the interior design operations for a new upscale property development company Folde, where she creates dulux interiors in central London and Dubai.

Her work, described by one leading design source as “acutely stylish”, is a contemporary mix of bespoke furniture, fabrics and wall finishes, working with her closely guarded secret list of suppliers, including her favorites from South East Asia.