Interview with Shahrooz Zomorrodi

Shahrooz Zomorrodi ("SZ") interviewed on Wednesday, 17 May.

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

SZ : I am a civil engineer with a passion for architecture and minimalism, I will be known famous for my larger-than-life design concepts that have come to life in projects such as The Address Food Hall, Cedar, and the Tr88House projects. My ultimate aim is to build interiors that are seemingly impossible and challenge the basic laws of physics and design to bring them to life.

How did you become a designer?

SZ : I first became acquainted with this field when I was young. My uncle was an architect, and my father was a builder, therefore my family was interested in the design and construction world. I usually like physics, geometry, and riddles as a child. I got admitted into the local university's Departmentof civil engineering since I was also quite proficient in math and physics. My studies in this area gave me knowledge of buildings that would be useful to me as an architect. Although I don't hold a formal architectural degree, I did learn the subject through coursework, internships, and a lot of reading. I discovered the potential for building strange constructions from this point on.

What are your priorities, technique and style when designing?

SZ : My design strategy is to approach every project to produce a sequence, a planet, or a location in a distinctive, weird, wonderful, and slightly alien manner. Each of our projects has been inspired by a forest that has been surrealistically embellished with a variety of exaggerations and has its unique theme and form dependent on the climate and intended use of the project. I enjoy inviting people into the environments I create, letting them use my imagination to explore them, and letting them take in the beauty of the settings as I have imagined them. The target audience and the client's preferences will have a significant impact on the design style, thus it is obvious that the style will vary depending on the demands of each project.

Which emotions do you feel when designing?

SZ : When a challenge arises, I enjoy formulating strategies for solving it and formulating plans for developing a subject and bringing it to a satisfactory finish. I take a paternalistic approach to all of my endeavors and inventions, nurturing them all the way through and making an attempt to aid in their growth.

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

SZ : I believe that a variety of elements, including education and training, experience and exposure to the real world, cultural and artistic influences, technological know-how, sustainability and environmental awareness, client collaboration and communication skills, problem-solving and analytical thinking, among others, help to shape an architect's design perspective and aid in the creation of distinctive and meaningful architectural solutions.

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

SZ : In the future, I hope to create all unique items in addition to working as an architect and gaining expertise in the design industry across a range of project types and sizes. I have a strong passion for creating toys for kids. I'm working on a concept project called Time Capsule that is intended to teach kids especially in challenging circumstances. In Dubai, my team and I are developing a warehouse, among other things. Additionally, we are building a factory. Our current projects outside of Dubai include a 54,000 square meter residential skyscraper, a few villas, and an expansion of my furniture company, DecoZ.

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

SZ : I don't trust advise because I think it's best to try things on your own, even if they don't work out. The finest advice I have ever received, though, is to work hard and never give up, if I had to choose. To any aspiring designer, my first piece of advise would be to behave in accordance with your interests. For instance, it takes a lot of bravery to come up with and carry out the type of initiatives that we undertake. Second, become an authority in your field. To effectively offer our ideas to customers, we need to be well-versed in a variety of architectural software and presentation techniques.

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

SZ : I believe it's vital to stay current with trends and methods. Attend workshops, explore new tools and software, and read books and blogs. Collaborating together with other designers, artists, and architects may teach them new techniques and viewpoints. Building a network of connections that can open up new possibilities is another benefit. Also, don't be averse to taking chances.

What is your day to day look like?

SZ : Since I get up early, I often work and design nonstop from morning till night. I usually read the morning news about my industry and then spend the rest of the day working on office tasks. I also create new components and products every day. For me, design is equally important to enjoyment.

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

SZ : Design trends, in my opinion, may have a huge influence on how consumers perceive and engage with products and services, as well as how they appear and feel. It's crucial to remember that design trends are neither the beginning nor the end of design. It's possible to produce compelling designs that are both effective and non-trendy. When they assist designers stay current and competitive and when they clarify how customers should engage with a product or service, design trends may be beneficial. My goal is to create my own product category and pleasant well-liked items in a family-friendly manner. Nevertheless, a lot of things have distinctive designs. But I grow and develop with time, whether it is in architectural projects or product design.

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

SZ : People may have varying perspectives and tastes when it comes to design, making it difficult to objectively assess if a project or product is properly designed. Good design should not only be useful but also aesthetically beautiful. This encompasses things like visual hierarchy, color, typography, and layout.

How do you decide if your design is ready?

SZ : I believe that when a design is ready will be determined by a number of criteria, including the project's complexity, the client's needs, and the architect's experience and ability. Regular design reviews and iterations, as well as excellent communication with all stakeholders, may assist guarantee that the design is ready for construction.

What is your biggest design work?

SZ : We used large-size consoles with 2 cm sheets at The Address Food Hall. The Cedar project contains 279 axis columns, none of which are in a straight line, and is substantially different from the traditional axing process. Only 81 of these columns make it all the way to the ground. Address Food Hall Project had another site at first, but the restaurant location moved and the motif became irrelevant. In 2016, I altered the design, and the new idea of the space went into effect. The design was thought to be difficult to implement, but a week later, I persuaded them that I could do it, and the project began. This endeavor was a turning point in my career. Then, I was given a 12,000 square foot industrial design job with the fantastical idea of an iron forest. To come up with an innovative idea for this project, I extensively drew on both my architectural and civil engineering backgrounds. This area attracted a lot of attention and went on to win several accolades on a global scale.

Who is your favourite designer?

SZ : My favorite designer is Richard Meier. I always find his architectural choices to be commendable in all of his projects, and I appreciate him in all of his endeavors. I have always admired his inventive and practical thinking.

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

SZ : I live in both Dubai and Tehran. In my opinion, you may get inspiration and inspiration from previously created works by looking about and learning about any location's and culture's traditions, and then use those elements to create a design's atmosphere. I believe that the creation of comparable works will come from drawing inspiration from one's own and other people's design work, but it is helpful to look at the works and consider their techniques in the beginning of the journey. And, Prague will be my inspiring city for sure. I believe Prague is a desirable location for architects seeking inspiration and new ideas for their work. Prague has a unique urban landscape, with narrow streets, hidden courtyards, and picturesque bridges that offer a variety of perspectives for architects to explore.

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

SZ : My belief It's crucial to keep in mind that different geographical areas, architectural movements, and individual practitioners might have diverse architecturalcultures and business philosophies. However, despite managing the operational facets of running an architectural company, the overall objective is to produce meaningful, sustainable, and socially responsible design. With the efforts and efforts of my colleagues, they are present in our architectural studio, and we develop all projects together as Zomorrodi & Associates.

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

SZ : I think designers, artists, and architects often offer their services pro bono or at reduced rates to nonprofit organizations, community projects, or individuals in need. This can involve designing public spaces, creating art installations, or providing architectural solutions for social causes and It's important to note that the specific philanthropic contributions made by individuals in these fields can vary greatly based on their personal interests, resources, and areas of expertise. Each individual has the opportunity to make a positive impact in their own unique way.

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

SZ : I think Winning an A’ Design Award in the architecture category provides architects with recognition and prestige in the design industry. It highlights their talent, creativity, and innovative approach to architecture, enhancing their professional reputation.

Shahrooz Zomorrodi Profile