Joe Arida is a designer and editorial stylist, born in London and raised in Lebanon. Devoting all his free time to travel, he becomes obsessed with the visual languages of different cultures. He cites Lebanon’s Medit-oriental geography and nature, as well as Beirut's golden years, underground culture and brutalism as integral parts of his aesthetic, which was "founded growing up surrounded by people with an advanced sense of style and character as abundant in their attire, as their homes and lifestyles”. He spends his youth constantly creating, and sharpens his eye through studies, hobbies then jobs - assisting stylists, set designers and photographers. His eye becomes his trade tool, valuing above everything else "composition - and beauty which is visually satisfying, cerebral and always a bit mad”. After 5 years spent working in advertising and fashion (Leo Burnett, Roger Moukarzel, Nathalie Harb, L'Officiel Magazine, A mag, Noun, ABC Department store, ...) he establishes LA TERRE EST FOLLE in 2013, a contemporary artisanal design house comprising of resort wear and decorative furniture. Joe continues to work as a freelance editorial stylist, creative director and interior designer