Ali Reda set up a r + d  as a design practice in mid 2002 having spent twelve years working on a wide ranging portfolio of high profile projects for a number of well known design firms, Ali completed his studies at the University of Sydney architecture school. He was the dean's nomination for the NSW medal for design. Most recently, Ali was responsible for designing and overseeing many prestigious projects in Sydney, Singapore, New Zealand, Indonesia, UAE, Tanzania and Lebanon. These projects include residential, commercial, hospitality, communal and interior projects mostly for high profile clients.