thedesignlab.la is a design-build firm formed in 2019, bringing over 30 years of combined experience in ground-up construction and over eight years of design collaboration. The firm is led by partners Ali Noori and Haig Shirinian, who share more than 10 years of friendship and over 8 years of business partnership.
Independently, both have been successful entrepreneurs, leading ventures that include building car washes, luxury homes, apartment buildings, and other developments. After teaming up, they have overseen the development and construction of over $50 million worth of real estate projects.
Their journey began with diverse projects across states — from owning apartments to remodeling homes, flipping properties, and building ADUs. Each experience expanded their expertise and ultimately guided them toward focusing on luxury residential developments in the greater Los Angeles area, where they’ve found both the highest returns and the greatest passion for their work.
Ali and Haig first met in a recording studio as musicians and artists. The same artistic creativity that drove their music careers now shapes their design sensibility, giving their developments a unique creative edge that sets them apart in the marketplace. What began as creating strong returns for friends and family has grown into a trusted reputation with outside investors through word-of-mouth and consistent results. Today, they specialize in bespoke, high-end homes that fuse exceptional design with financial performance.