Before launching his own design firm, Alfredo Paredes spent more than three decades at Ralph Lauren, ultimately serving as Executive Vice President and Chief Creative Officer, where he led global store design and architecture. Beginning at age 23, he was immersed in the art of brand storytelling—shaping environments that translated American casual elegance across retail, restaurants, events, and product design.
When he stepped out on his own 34 years later, Paredes brought with him one-of-a-kind experience, a big-picture creative mindset, and a finely tuned intuition.
Today, helming his namesake studio, Paredes creates what he calls “movie sets for life”—cinematic environments that are transformative. His work is grounded in storytelling and provenance, guided by the belief that good design has the power to transport. He also designs product which includes furniture, rugs, fabrics and more.
His commitment to High Point came after discovering 313 Space, the former Slane Hosiery mill reimagined as a destination for curated luxury home furnishings brands. Up to that point, he frankly did not feel High Point was hip enough. But things felt different at 313.