Interview with Arman Farahmand

Arman Farahmand ("AF") interviewed on Monday, 2 December.

Could you please tell us about your experience as a designer, artist, architect or creator?

AF : My journey as a designer spans over a decade, beginning with my Industrial Design degree from Art University of Tehran. I've gained experience across multiple domains, from product design to branding and architecture. As the CEO of Tohid Abzar Kheradmand, I’ve led innovation, including the creation of the STARK brand and the development of B2B systems. My work merges creativity and functionality, with a focus on sustainable design and modular solutions. I’ve also contributed to the design community as a teaching assistant, mentoring future designers in professional development.

How did you become a designer?

AF : I became a designer through a combination of passion and education. After studying Industrial Design at the Art University of Tehran, I deepened my skills through hands-on experience in product, service, and branding design. My entrepreneurial spirit led me to found my own design studio, where I’ve been able to explore and innovate across various design fields, continuously driven by a love for creating functional and sustainable solutions.

What are your priorities, technique and style when designing?

AF : My design priorities focus on functionality, sustainability, and user-centered solutions. I emphasize creating adaptable, modular systems that respond to modern living needs. My technique blends creativity with practical engineering, ensuring both aesthetic appeal and long-term usability. I draw inspiration from minimalism and modular design principles, allowing flexibility in use while maintaining a clean, cohesive style. Sustainability plays a crucial role, ensuring materials and processes are responsible and durable. My designs aim to offer both beauty and purpose, enhancing everyday life through thoughtful, well-crafted solutions.

Which emotions do you feel when designing?

AF : When designing, I feel a mix of excitement and responsibility. The process of transforming an idea into a functional, meaningful object is both thrilling and fulfilling. I am driven by curiosity and the challenge of solving problems creatively. There's also a sense of connection to users, as I think about how the design will impact their daily lives. Ultimately, the emotions are rooted in a passion for creating something that balances beauty, purpose, and sustainability.

What particular aspects of your background shaped you as a designer?

AF : My background in Industrial Design, combined with my entrepreneurial experience, has been crucial in shaping me as a designer. The creative and technical skills I developed during my studies at the Art University of Tehran, paired with my practical involvement in branding, product design, and business management, have honed my ability to approach design challenges from multiple angles. My focus on sustainability, user-centered design, and modular solutions is also influenced by my diverse experiences across various industries, fostering an adaptable, holistic approach to design.

What is your growth path? What are your future plans? What is your dream design project?

AF : My growth path has been shaped by my transition from academic training in Industrial Design to practical leadership roles in both creative and business settings. I've co-founded multiple ventures, blending design with operational innovation. Looking forward, I aim to expand my design studio internationally, focusing on sustainable, user-centered solutions. My dream project would involve designing a comprehensive modular living system, integrating smart technology and eco-friendly materials to address the evolving needs of modern urban environments. This project would blend creativity, functionality, and sustainability at a large scale.

What are your advices to designers who are at the beginning of their career?

AF : My advice to designers starting their careers is to stay curious and embrace continuous learning. Focus on building a strong foundation of technical skills while nurturing creativity. Don't be afraid to experiment and fail—it’s a vital part of growth. Networking with other professionals and seeking mentorship is also invaluable. Finally, always stay true to your design values, whether that’s sustainability, functionality, or aesthetics, as it will guide your work and keep you passionate.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

AF : To fellow designers, artists, and architects, my advice is to remain adaptable and always seek inspiration from diverse sources. Embrace the balance between creativity and practicality, considering how your work impacts users and the environment. Continuously refine your skills and stay open to collaboration, as learning from others accelerates growth. Lastly, don’t be afraid to take risks, as innovation often comes from stepping out of your comfort zone and pushing boundaries in design. Keep evolving and stay passionate about solving real-world problems.

What is your day to day look like?

AF : My day-to-day typically blends creative work with operational tasks. I start by reviewing ongoing projects and setting priorities for design work, followed by collaboration with my team to solve challenges. I dedicate time to sketching, prototyping, and refining concepts for new designs. Meetings with clients or partners are frequent, ensuring alignment on visions and goals. I also focus on strategic development, mentoring young designers, and overseeing the business side of my studio. Staying organized and maintaining a balance between creative and managerial tasks is key to my workflow.

How do you keep up with latest design trends? To what extent do design trends matter?

AF : I keep up with the latest design trends by staying active in design communities, attending industry events, and following influential designers and design publications. However, while trends are important for keeping designs relevant and fresh, I believe that timeless principles—such as functionality, sustainability, and user-centered design—are more critical. Trends can inspire innovation, but my focus is always on creating solutions that truly meet user needs and contribute positively to the environment, regardless of whether they align with current trends.

How do you know if a product or project is well designed? How do you define good design?

AF : A well-designed product or project is one that seamlessly combines functionality, aesthetics, and sustainability. It solves a specific problem or meets a user need while being intuitive, durable, and environmentally responsible. Good design also enhances the user experience, ensuring that it is easy to use, efficient, and adds value to everyday life. Ultimately, good design is about creating solutions that are both innovative and practical, without compromising on quality or user-centric values.

How do you decide if your design is ready?

AF : I decide if my design is ready based on several factors: functionality, user experience, and aesthetic alignment with the initial vision. I conduct testing to ensure the design meets real-world needs and iterates based on feedback. Once the product is intuitive, durable, and meets sustainability goals, I consider it ready. I also evaluate if it aligns with the overall project goals, ensuring that the design adds true value and solves the problem it was intended to address.

What is your biggest design work?

AF : My biggest design work is still unfolding, shaped by years of experience and countless projects. It’s a creation that exists in layers, where each part builds on the last, waiting for the perfect moment to reveal itself fully. It’s not just a design; it’s a reflection of where I’ve been, where I am, and where I’m going—an ongoing journey towards something greater, yet undefined, in its final form.

Who is your favourite designer?

AF : One of my favorite designers is Karim Rashid. His ability to merge bold aesthetics with functionality in product design has always captivated me. Rashid’s work, often characterized by vibrant colors, organic forms, and innovative materials, pushes the boundaries of conventional design. His philosophy of "design is a tool for creating experiences" resonates with me, as I also believe design should not only solve problems but also evoke emotions and connect deeply with users. His work continues to inspire my own creative journey.

Would you tell us a bit about your lifestyle and culture?

AF : My lifestyle and culture are deeply rooted in a blend of tradition and modernity. Growing up in Iran, I’ve been influenced by a rich cultural heritage that values craftsmanship, simplicity, and functionality. This background has shaped my design approach, where I strive to merge these elements with contemporary needs. I lead a balanced life, dedicating time to design, entrepreneurship, and personal growth, while staying connected to my roots through travel, meditation, and creative exploration. This fusion of cultures inspires my work and life philosophy.

Would you tell us more about your work culture and business philosophy?

AF : My work culture emphasizes collaboration, innovation, and continuous growth. I believe in creating an open environment where creativity can thrive, and every team member’s input is valued. My business philosophy centers on sustainability, quality, and adaptability—designs should be practical, beautiful, and aligned with the ever-changing needs of users. I focus on building systems that not only solve immediate problems but also contribute to long-term value and positive environmental impact, ensuring my work leaves a lasting, meaningful impact on both the industry and society.

What are your philanthropic contributions to society as a designer, artist and architect?

AF : As a designer, I believe in using my skills to create sustainable, socially responsible solutions that can positively impact communities. While my philanthropic contributions have largely been through the design of eco-friendly, modular products that optimize resources, I also actively mentor young designers to foster their growth. I’m committed to encouraging responsible design practices, collaborating with local artisans, and creating systems that promote environmental sustainability, all with the goal of contributing to both societal development and a healthier planet.

What positive experiences you had when you attend the A’ Design Award?

AF : Attending the A' Design Award was a remarkable experience that allowed me to connect with a global community of designers and innovators. The recognition helped validate my approach to design, particularly with Morfius Modular Furniture, which blends sustainability and functionality. Being part of such a prestigious event also provided a platform to share ideas and gain valuable insights from other award-winning designers. It reinforced my passion for creating meaningful, impactful designs while pushing me to continue growing and evolving in my craft.

Arman Farahmand Profile