He has extended his extravagant—and yes, unapologetic—approach to his home, turning the west London abode he shares with husband Eitan Senerman, founder of a design and innovation lab, into what Reed describes as a “Wes Anderson–meets–Oscar Wilde” fantasyland with a dose of English eccentricity. A moody medley of opulent lighting, embroidered silk walls, marble floors, and embellished ceilings, the apartment—a mere 750 square feet—more than makes up for its bijou size but with eye-popping impact. “When we bought it, Eitan was like, ‘Promise we’ll be a bit Scandinavian, a bit minimal,’ ” Reed says with a laugh. Thankfully Senerman was quick to get onboard with a more experimental approach. “It was very much about a visual exploration of individuality and not boxing ourselves into any notion of what is expected,” Reed adds.
The couple had been renting but, after an overzealous rental hike, calculated they were better off investing in a home of their own (“The only prerequisite was that it had some green space,” says Senerman). Reed spotted the raised ground-floor apartment for sale within a stucco-fronted building on a neighboring street. “When my husband viewed it, he was like, ‘No, I don’t think this is for us.’ ” In fairness, Senerman had a point. The property required full refurbishment, and the outdoor space, while generous, was wildly overgrown and housed a pungent swamp infested with mosquitoes. And yet, Reed couldn’t stop thinking about it.
“It was very dark, very gray, very white—but all the gray, and even the really bad fixtures, got me excited,” Reed admits. “It was like my favorite bit of creating a collection, which is the toile process. Everything is in a creamy canvas material and not very inspiring to most, but it’s all about the architecture, shape, and silhouette.”
After acquiring the property in October 2023, Reed enlisted the help of his godfather, Harry Harris of 4Corners Design, who introduced him to Georgina Wood, the founder and creative director of London-based interior practice Studio Clementine. “Georgina was great about putting up with my crazy ideas but also being realistic with budget,” says Reed. “She was very good at understanding how to make small spaces seem bigger—it was a very easy connection.” For Wood, this was a dream boundary-pushing project. “I love color and knew Harris was going to be so creative. No idea was too crazy or outlandish—he was open to anything.”