Joe Arida is a visual language expert working as a multi-disciplinary designer and editorial stylist. Born in London and growing up during the Lebanese war he is raised between Beirut and Europe (Paris & London) where he becomes obsessed with the visual languages of different cultures, and the intersection Beirut represents between east and west. He cites his European roots and Lebanon’s Medit-oriental geography - as well as Beirut's golden years, underground culture and brutalism as integral parts of his aesthetic: "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 creating - writing, painting, photographing and developing, ... sharpening his eye through studies, hobbies then jobs in: styling, fashion buying, visual merchandising, set design, photography and copyrighting. His eye becomes his trade tool prizing above everything else "composition, color and character - that are visual, cerebral, and always a bit mad". After 5 years spent working in advertising and fashion Arida establishes LATERREESTFOLLE* (*The world is mad) - a contemporary design house comprising of ready-to-wear and custom clothing and accessories, furniture and home accessories. Joe continues to freelance and consult as a designer, art director, stylist, and decorator.