< div itemprop= "articleBody" data-insert-mobile-adslot="" > P atrick Dougherty, creator of the design company Ivar, is on a mission: to create high-end houses for males. It’s now cool for males to cook and the male grooming organisation is booming, however when it comes to interior decoration, “who’s looking after the guys here?” he asks. “No one is looking correctly at men and what they want from their house,” states Dougherty, who set up Ivar (his middle name) four years ago when he longed to do something more imaginative than his career in corporate law.
“itemtype =” https://schema.org/ImageObject” data-frz-ancestor =”” > Half Moon Street I var–” the house of modern man”– is a group of interior architects and designers, but they do more than that. They offer a way of life– one with a really firm sense of identity, “like belonging to a club,” state Dougherty– down to the bespoke furnishings, the watch winders, the rugs created for a particular home and even their own variety of charm items.
” I’ve just invested 9 months making the models for our hand soaps,” says Dougherty. “Our body things is totally made from natural ingredients – essences that people like, which are all based around the theme of wood. Wood is in Ivar’s DNA.”
ost interior designers have plenty of male customers, of course. “One of our first commissions, not long after we started in 2003, was for a Solution One professional photographer in his Battersea home and we have actually been developing for male clients ever given that, primarily based in London and the Middle East,” says Alix Lawson, founder of the architecture and style home < a href
=” http://www.lawsonrobb.com” rel=” nofollow “> Lawson Robb. For Ivar, nevertheless, it’s all about guys. “Interior style is an industry run largely by and for women. It seems like we’re riding a new wave,” Dougherty comments. “We see lots of couples where it’s the man who appreciates the style. Guys are marrying later on and later, they have deep pockets and they love style, but they don’t have much time and the choice can be self-important. They concern us and state: ‘Do Ivar, please’.”
> An Ivar appartment Credit: Ray Dowling I var’s support is designing customers’ houses; present projects vary from a Maltese rental property to a 32nd-floor house at Centre Point in London, a bachelor pad for which Ivar’s home furnishings include four-feet large burr walnut night table. Ivar also buys, renovates and offers a couple of homes a year, including < a href =" http://www.sothebysrealty.com/eng/sales/detail/180-l-691-sjjxr3/iverna-court-kensington-kensington-london-en-w8-6ty" rel=" nofollow" > Iverna Court, a two-bedroom home in a grand Kensington estate block on sale for ₤ 2.35 m that serves as a display for Ivar style.
There are great deals of geometric lines– across mirrors, along the kitchen area splashbacks and cupboards– and a lot of copper, walnut and mahogany. Hidden cabinets are another huge part of the Ivar approach about what guys desire.
” Our design is functional; it has to work and that implies lots of integrated storage. We’re likewise lively, so there are lots of hidden things, such as concealed doors, in our properties,” states Dougherty. There is likewise a “yacht-like quality” to exactly what they do, he states, as seen in Iverna Court’s breakfast area whose seating is moulded to fit a pentagonally-shaped window area.
The flat has plenty of Ivar-designed items, consisting of a Pelham console table, with a thick glass top set down on “nearly impossibly skinny” ebony Macassar legs. One of the best-sellers is also on screen– a softly-lit watch box (priced at ₤ 1,025), whose lid comes adorned with a F1 race course of the purchaser’s choice. “Men like the story behind it,” states Dougherty. “They like stunning things with womanly lines, like a 1960s Ferrari.”
” https://schema.org/ImageObject” data-frz-ancestor =”” > Pelham coffee table e guides well clear of the immediate associations with masculine design–” the warehouse appearance, damaged Chesterfields and black walls,” says Dougherty. “Our style is downplayed and subtle. Believe Savile Row.” Undoubtedly, the Savile Row tailor Richard James recently did a picture shoot in an Ivar home, which Dougherty views as the perfect fit.
Who is the Ivar guy? “He’s city, takes a trip a lot, reasonable, extremely effective and he likes good design,” states Dougherty, himself a fast-talking, boyishly young-looking 38-year-old who sleeps bit, burns off nervous energy doing British Military Fitness and is soon to marry his attorney sweetheart. He has never studied style, however it has always been an enthusiasm. “I like looking at gorgeous vehicles, watches … I like excellent, genuine style, such as an Apple computer. I’m bring that throughout to the home,” he says.
His customers vary from “a 23-year-old tech chap, who now wants us to do his Californian home,” to an 83-year-old gentleman who wants a fresh redesign of his Westminster house. “He could see the historic referrals in our design, combined with the modern,” states Dougherty.
data-frz-ancestor =”” > Elvaston Location bathroom by Lawson Robb e’s not the only one to feel interior decoration for males is an under-served market. Alix Lawson comments that “working with an interior designer has frequently been considered the maintain of the woman of the home, however in lots of global cultures now that balance has actually moved. Guys have a higher chance and interest in getting associated with design.”
The designer < a href=" http://www.mauriziopellizzoni.co.uk/" rel=" nofollow" > Maurizio Pellizzoni remarks that he is seeing more and more single guys enlist interior designers for their houses. “They are typically really organised and accurate about exactly what they desire to attain– and manly style most definitely channels the house owner’s inner Bond,” he states. “When we work for a guy, we are frequently asked to include gadgetry and super-modern products, such as LED lights beneath a cooking area island to provide the impression of drifting. They always request the most recent stereo or the biggest TV and gadgets that can be controlled by iPad.”
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var also go one action further to provide clients the sense of coming from a gentlemen’s club. “We’ll make changes after you’ve moved in, such as tweaking the door hinges, we’ll dress the apartment or condo, help you rent it out,” says Dougherty. “We care. And we are rather positive we are doing something different.”