Shiva is a distinguished international award-winning interior designer. She holds a Master of Science degree in interior design from Pratt Institute, ranked number one in design intelligence worldwide, and Bachelor of Art in interior architecture from Oxford Brookes School of Architecture. Her works are identified globally mainly as top workplace projects. Strategic planning and design of the offices of J.P Morgan Chase, Tiffany & Co., Nascar, Tetra Pak, NFL, and many recognized brands are just a small part of her professional work. Her research and scientific reflection about collective innovation and design founded an emerging base for designing future cities at the industrial design department of Carleton University in Ottawa, Canada. One of her recently designed furniture has been published multiple times in high-ranked design magazines of the world for its sustainable approach. She is nominated and presented as one of the best designers of the world in 2020 and recognized as a design legend for her contribution to the world of furniture design by her unique and emerging design solutions towards sustainable design. She is currently the Creative Design Director at P-Design Studio and founder of the international interdisciplinary institute of p-design school. Shiva is the first design entrepreneur in Iran offering interdisciplinary design solutions for national and international design projects.
Shiva Pouryousef Khameneh ("SPK") interviewed on Thursday, 18 March.
SPK : I have been in the field of design for more than a decade. My academic background turns back to the Oxford School of Architecture where I received BA in Interior Architecture from and Pratt Institute ranked number one nationally in the professional survey in Design Intelligence where I graduated with MSc in Interior Design. Currently, I am doing research on design studies at Carleton University in Ottawa, Canada. I am certified in more than ten intensive design and human environmental health courses accredited by IDCEC and Hanley Wood University in Washington D.C. and my last certificate is from Harvard Graduate School of Design in Architectural Imagination. I have worked with a wide range of clients, mainly executives of corporate commercial projects.
SPK : Considering mother earth, communities and accessibility have always been the core of my attention while designing. Technical drawings and conceptual ideas are two different sides of the same story so to translate on to another it is essential to use rendering software and physical prototypes to make sure the final result is going to reflect your thoughts. On the other hand time and deadline of every project is one of a kind so it is important to decide if the physical prototype is going to worth the time or not. In general, my decision on the style of designing depends on project cost, deadlines, and complexity of the design itself.
SPK : Excited! The design process is full of emotions, sometimes you get disappointed and at a certain moment, you find the solution and become over excited.
SPK : Do not fall in love with the initial ideas. Take random funny ideas seriously. Brainstorm with end-users and ask for their perfect product, design, and what they want from the design.
SPK : Entrepreneurship starts with illusion and complex ideas, one of those skills is to have an analytical mind and broad vision. But the key is no to pass and take “what if’s? ” serious. They need philosophical explorations, ethical responsibility, aesthetic expressions, and practical applications in line with professional standards.
SPK : I read articles, attend seminars and lectures. Continues education has always been a great part of my journey. Trends matter a lot because we want our products to follow the trend and become trendy so being acknowledged of what is out there is critical.
SPK : I ask what problem is it solving? How appropriate to the target market it is? How timeless is it?
SPK : Design is a never-ending process. you can go on and on again from scratch and design the same thing in many ways but there should be a certain moment to put your pencil down and for me, many circumstances cause this. Budget, deadlines, and standard restrictions, and clients are part of that. I always put addressing clients' needs as a priority and then design aesthetics. Therefore if the problem is solved and it looks as it should I will move on to the next project.
SPK : The headquarter office of NASCAR in Manhattan is one of my favorite projects I designed in 2016. My passion is for strategic design, more participatory, and co-working spaces now and I am doing research about it at Carleton University.
SPK : I trust random funny ideas and take them seriously to lead me towards innovative solutions. Good design comes from randomly highlighted problems by normal end-users so it is important to take society as a great part of the design process and design with them rather than designing for them. Design thought me to listen carefully, look for the problem and be creative to find emerging solutions throughout my life, I think I live design.
SPK : Our clients are our partners so, at the p-design studio, I have to imagine our client'ss life or business pattern and cycle very well which is fundamental in the design process. If I can experience their culture by their food, I would taste it. I listen to their memories, look at their appearance, favorite pictures and understand which decade their soul might belong to! My philosophy is to understand people so I call it observation, whatever it is, it comes from the identity of clients so the philosophy would be rich research and analyses, digging in dreams and emotions.
SPK : I believe the future is transdisciplinary. I have to confess that, as a designer and architect, I follow artists; in my opinion, they are the only community who understand the past very well with imagination and randomly right perspective of the future. each artist has their own taste of colors forms and subjects and I pick the art piece based on its possible connection to my project.
SPK : The fact that your design is going to be evaluated by amazing critiques would be a very huge step towards understanding your approach in design very well and test if you're on the right path or not. On the other hand, when you win, you establish a position for your touch and innovation in design among distinctive designers of the world.Shiva Pouryousef Khameneh Profile
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