Known for its timeless design, artistic flair, and commitment to craftsmanship, Liberty has long stood as a symbol of creativity and culture. With over 10 subsidiaries spanning textiles, design, production, R&D, and global collaborations, Andrea Petochi, the managing director of Liberty Home, has been instrumental in shaping the brand’s modern direction.
Azqa Haroon got the chance to speak with Andrea during the launch of Liberty Home in Doha, the brand’s first international concept store outside London, to learn more about its philosophy, creative collaborations, and why Qatar was chosen for this milestone.
QH: This is Liberty Home in Doha — the first of its kind outside London. Tell us a bit about this concept.
Petochi: We only have one store in London, and while we’ve had many friends and partners globally who carry our textiles and products, we never had a place dedicated to helping people make their homes with Liberty. So we thought, let’s call it Liberty Home.
QH: Why did you choose Qatar as the first international location?
Petochi: We’ve been working in Qatar for many years and felt the country was ready. We’re proud to bring our textile design — created in London and printed in Italy — with our special collections. We’ve had loyal customers here who often travel to London, so this was a natural next step for us.
QH: Liberty also collaborates with universities like VCU. Could you tell us about that?
Petochi: Yes, we work closely with the Virginia Commonwealth University. When their design students reach a certain level, we send them out into the world to meet our team and learn about making prints — which is quite complex. Every year, we identify the best students, whether from VCU, Munich University, or other unexpected places. It’s inspiring to see how ready the new generations are, often more than we think.
QH: You often emphasise design and honesty in work. What does that mean for Liberty?
Petochi: The world can be complicated, but I believe in doing our job honestly — bringing good design and engaging in open dialogue with younger generations and their families. That’s what Liberty stands for. Liberty means freedom with responsibility. To be an artist requires hard work, practice, and even struggle — but embracing that leads to a higher level of expression.
QH: This being your first expansion outside London, why start with Qatar?
Petochi: We have a strong customer base here for our fashion textiles, and we felt they might be ready to explore Liberty for their homes too.
QH: Have you had the chance to explore Doha yet?
Petochi: I look forward to it. I was last here before the World Cup. It’s impressive to see how much has changed. Qatar is thriving — humble yet ambitious — and always involved in cultural projects, even internationally.
QH: Liberty celebrates its 150th anniversary this year. How has Qatar been part of that journey?
Petochi: Qatar helped us celebrate this milestone as one of our international sponsors, alongside well-known cultural institutions and brands like Adidas, with whom we collaborated on a youth collection. Msheireb was also among our global partners, which makes me very proud.
QH: Liberty has a rich history. For those unfamiliar, how would you describe its legacy?
Petochi: Liberty is the only company that gave its name to a style in art history — the Liberty style of the 1920s and 1930s, named after our founder, Mr. Arthur Lazenby Liberty. It was born at the end of the Second Industrial Revolution, during the Arts and Crafts and Aesthetic movements led by William Morris. These movements inspired Liberty’s philosophy and turned it into a business that continues to influence design today.
QH: Welcome to Qatar — we’re truly excited to have Liberty Home here.
Petochi: Thank you. It’s an exciting beginning for us.
