Asif established his first property company to make small commercial investments in London whilst still studying back in 1986.
After completing his studies, Asif worked at Morgan Grenfell Laurie as a real estate advisor, during which time his business experience and his private property investments grew.
In 1995, Asif returned to his family’s trading roots in Africa and saw an opportunity in Angola to establish a wholesaling and manufacturing consumer goods business. The business grew rapidly into one of the country’s largest “fast moving consumer goods” operations with 30 cash and carry warehouses focused on food and personal care products under exclusive manufacturing and distribution agreements with Nestle, Kraft and Unilever.
Whilst in Africa, Asif continued to invest in London commercial property and after ten years, sold the Angolan business to return to London to focus on Central London commercial real estate and in doing so, created Criterion Capital Ltd.
Since returning to London, Asif has expanded his portfolio and successfully entered two new business sectors. Hospitality and private residential accommodation.
Asif has always had a heavy involvement and deep interest in the creative and design journey of each project. His vision and creativity comes as a result of a think outside the box mentality, an appetite to learn and explore and a solid creative in-house partnership.
Heading up the design team at Criterion Capital and Hospitality is his long term partner, Darija Zivni Aziz. Her creative flare stems from both her background in design and event creation and a genuine passion for interiors. Darija’s gift to form a personal connection with each project she undertakes for Criterion, ensures the each and every project is finished to the highest quality
Forward thinkers with big imaginations, Asif and Darija collaborate to create cutting edge stay and living spaces in the heart of the capital. Their challenge the norm attitude and thinking well and truly outside the box has enabled them to create some of London’s most unique hotel brands in the last decade.