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Interview with Shahrooz Zomorrodi |
Home > Designer Interviews > Shahrooz Zomorrodi |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Shahrooz Zomorrodi (SZ) for A’ Design Award and Competition. You can access the full profile of Shahrooz Zomorrodi by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
SZ: My introduction to this field started as a child. My family was into the design and build environment – my uncle was an architect and my father a building contractor. As a kid, I loved geometry, physics, and solving puzzles. I was also very good at mathematics and physics and was accepted into the Civil Engineering Department of the local University. This part of my education helped me understand structures, which in turn could be used as an architect. I do not have a formal architectural degree, but I learned architecture by taking courses, internships, and reading a lot. This is where I learned of the possibilities for creating unusual structures.
FS: Can you tell us more about your company / design studio?
SZ: Our company is a leading architectural firm with a global presence, offering multi-disciplinary architectural and design consultancy services. With offices in Dubai and Tehran, we are well-positioned to serve clients across the Middle East and beyond. At the helm of our firm is our founder, Shahrooz Zomorrodi, who brings a wealth of experience and expertise to our team. With his leadership, we have built a strong reputation for delivering innovative and sustainable design solutions that meet the needs of our clients. Our diverse portfolio spans various sectors such as residential, commercial, retail, and hospitality. We work closely with our clients to understand their unique requirements and create bespoke, functional, and aesthetically pleasing designs. As a multi-disciplinary firm, we bring together experts from various fields such as architecture, interior design, landscape architecture, and engineering to deliver comprehensive solutions that are tailored to each project. Our commitment to sustainability is evident in our approach to design, where we strive to minimize our environmental impact while maximizing the benefits to our clients and communities. We believe that sustainable design is responsible and essential for creating a better future for all.
FS: What is "design" for you?
SZ: As an architect, “design” refers to creating a plan or blueprint for a building or structure that meets the client's needs and requirements while also considering factors such as functionality, aesthetics, sustainability, and safety. It involves conceptualizing, visualizing, and communicating ideas through drawings, models, and other forms of representation. Design is a critical aspect of architecture as it is the foundation for the construction and realization of a project.
FS: What kinds of works do you like designing most?
SZ: I might enjoy designing different types of buildings and structures, such as residential homes, commercial buildings, cultural centers, museums, schools, hospitals, and public spaces. Also, I may enjoy designing sustainable, eco-friendly buildings or experimenting with new materials and construction techniques. Ultimately, I think the type of work a designer enjoys designing most may depend on their personal interests, values, and experience.
FS: What is your most favorite design, could you please tell more about it?
SZ: It has to be designing public spaces since it’s visited by a large number of people. I was seated in the Tr88House project and a pedestrian who passed by suddenly stopped and entered the premises. He immediately proceeds to take pictures of the space enthralled by the effect. This is what I think is a designer’s job, to be able to invite people into the spaces that they design and have an architectural surprise packed in them, which is more likely to create that curiosity in these public projects.
FS: What was the first thing you designed for a company?
SZ: My story is full of successes and failures… until today. My first design was of a TV Table, which the client did not like, but that didn’t stop me. However, my landlord at the time saw my sketches and projects and was very impressed. He introduced me to The Address Food Hall project team. This project initially had another location and I had conceptualized it in a 1940s-style aircraft factory theme. But then the restaurant location changed and the theme was not relevant anymore. I changed the design and the current concept of the space came into action in 2016. The design was considered impossible to execute, but a week later, I assured them that I could make it possible and the project started. This project became a turning point in my career.
FS: What is your favorite material / platform / technology?
SZ: Concrete is my preferred design material, and my preferred media outlets include Arch Daily, Architizer, Design Boom, and De Zeen. My preferred technology is architectural software modeling.
FS: When do you feel the most creative?
SZ: Frequently following lonely moments and nightmares that occur to everyone during the day.
FS: Which aspects of a design do you focus more during designing?
SZ: Based on the design theme that exists in every project, I focus on its details because in my opinion, details are the most important part of any design and these details are the builder of a design.
FS: What kind of emotions do you feel when you design?
SZ: When a difficulty presents itself, I delight in thinking about ways to overcome it and developing procedures for developing a topic and bringing it to a satisfying conclusion.
FS: What kind of emotions do you feel when your designs are realized?
SZ: I treat all of my projects and creations with a sense of paternity, tending to them to the very end and making an effort to help them develop.
FS: What makes a design successful?
SZ: A successful design is one that not only meets the client's needs and requirements but also considers other important factors such as functionality, aesthetics, sustainability, and safety. It should be innovative, creative, and unique while also being practical and feasible to implement. A successful design should also be able to withstand the test of time and adapt to changing needs and trends. Additionally, a successful design should be able to communicate its intended message effectively and evoke a positive emotional response from its users and viewers. Overall, a successful design achieves its intended purpose and delivers value to its users and stakeholders.
FS: When judging a design as good or bad, which aspects do you consider first?
SZ: 1. Functionality: Does the design meet the intended purpose and function effectively? 2. Aesthetics: Is the design visually appealing and attractive? 3. Usability: Is the design easy to use and navigate? 4. Innovation: Does the design offer a unique and creative solution? 5. Sustainability: Does the design take into consideration environmental impact and resource conservation? 6. Safety: Does the design ensure the safety of its users? 7. Adaptability: Can the design adapt to changing needs and trends? 8. Communication: Does the design effectively communicate its intended message? 9. Emotional response: Does the design evoke a positive emotional response from its users and viewers? I think considering these aspects will help us determine whether a design is successful or not.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
SZ: Creating designs that are sustainable and environmentally friendly, Ensuring that designs do not harm people, animals, or the environment, Using materials that are safe and non-toxic, Promoting social responsibility and ethical practices in design, Encouraging diversity and inclusivity in design, Educating clients and consumers about the importance of sustainable design, Supporting local communities and economies by sourcing materials and labor locally, Collaborating with other professionals to create solutions that benefit society and the environment. I think by fulfilling these responsibilities, designers can contribute to a more sustainable and equitable world.
FS: How do you think the "design field" is evolving? What is the future of design?
SZ: based on current trends and advancements in technology, the design field is evolving towards more sustainable and ethical practices. There is a growing awareness of the impact of design on society and the environment, and designers are being called upon to create solutions that address these issues. The future of design is likely to be shaped by advancements in technology, such as artificial intelligence and virtual reality, which will enable designers to create more immersive and interactive experiences. Additionally, there will likely be a greater emphasis on inclusivity and diversity in design, as well as a focus on creating solutions that benefit marginalized communities.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
SZ: My last exhibition was in Index Dubai in 2022 and I am trying to make my next exhibition in Italy.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
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.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
SZ: My design approach is to face each project to create a sequence, a planet, or a location in a unique, weird, magical, and a little transcendental way. This tends to look at issues from a surrealistic point of view. Most of our projects have an element of exaggeration, and these are based on my special interests in forests, which I try to showcase as often as I can. I like to invite people to explore the city that I create, and its forests, and share my imagination and make them see the beauty of these places the way that I pictured it. The style varies based on the needs of each project – the target customers and the flavor of the client greatly affect the design style. For example, for public spaces, my design style is usually shaped by the laws of nature.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
SZ: I have residences in Dubai and Tehran. I think that by looking around and learning about any place and culture, you may find ideas and influences from the works that have been produced and employ them by the design's mood. The production of comparable works will, in my opinion, result from pulling inspiration from individual and other people's design work, but looking at the works and analyzing their approaches is useful at the start of the route.
FS: How do you work with companies?
SZ: I work with companies in a variety of ways, depending on the nature of the company and its needs for example: Designing office spaces, consulting on building projects, creating branding and marketing materials, and developing sustainable solutions … Overall, an architect can work with companies in a variety of ways to help them achieve their goals and improve their operations. By leveraging their design expertise, we can help companies create spaces and solutions that are both functional and aesthetically pleasing.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
SZ: I don't have special personal opinions but here are some suggestions for companies to work with a designer and select a good designer: 1. Define your needs 2. Look at their portfolio 3. Check references 4. Communicate 5. Provide feedback
FS: Can you talk a little about your design process?
SZ: In my opinion, the design process in architecture involves several steps, including programming, schematic design, design development, construction documents, and construction administration. Throughout the design process, I must consider factors such as functionality, aesthetics, sustainability, safety, and cost-effectiveness. They must also communicate effectively with clients, consultants, contractors, and other stakeholders to ensure that everyone is on the same page.
FS: What are 5 of your favorite design items at home?
SZ: I may consider favorites items in my home include comfortable furniture, stylish lighting fixtures, decorative artwork or wall hangings, functional storage solutions, and personalized accessories or decor items that reflect my personality or interests.
FS: Can you describe a day in your life?
SZ: I think a day in someone's life may include waking up, getting ready for the day, going to work, completing tasks and responsibilities, engaging in hobbies or leisure activities, spending time with friends or family, and winding down before going to bed. Mine is the same...
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
SZ: I do not believe in advice because it is better to experiment even if it leads to failure. But if I were to pick, I would say the best advice I have ever gotten is to work and never give up. My first-ever advice to upcoming designers would be to follow your interests and act according to them. For example, the kind of projects that we take up needs a lot of courage to ideate and execute. Secondly, become an expert in what you do. We need to be well-versed in different architectural software and presentation methods to be able to show our ideas to clients.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
SZ: Based on common perceptions and experiences: Positives: - Creative expression: Designers have the opportunity to express their creativity and bring their unique ideas to life. - Impactful work: Designers can create products, graphics, and experiences that have a meaningful impact on people's lives. - Constant learning: Designers are often exposed to new technologies, trends, and techniques, which can lead to continuous learning and growth. - Flexibility: Many designers have the ability to work remotely or freelance, which can offer flexibility in their schedule and location. Negatives: - Subjectivity: Design is subjective, so it can be challenging to receive feedback or criticism on work that is deeply personal. - Pressure: Designers often work under tight deadlines and high expectations, which can be stressful. - Burnout: The creative process can be exhausting, and designers may experience burnout from constantly generating new ideas. - Limited job opportunities: The job market for designers can be competitive, and job opportunities may be limited in certain areas or industries.
FS: What is your "golden rule" in design?
SZ: The "golden rule" in design is to treat others as you would like to be treated. This means designing products, services, and experiences that are user-centered, intuitive, and accessible. It involves considering the needs, preferences, and limitations of the end users and creating solutions that meet their expectations and exceed their needs. The golden rule also includes ethical considerations, such as respecting privacy, avoiding harm, and promoting sustainability. Ultimately, the golden rule is about creating designs that enhance people's lives and make the world a better place.
FS: What skills are most important for a designer?
SZ: Creativity and imagination, Strong visual and aesthetic sense, Good communication skills, Ability to understand and interpret client needs, Proficiency in design software and technology, Attention to detail, Problem-solving skills, Ability to work well under pressure and meet deadlines, Flexibility, and adaptability, Continuous learning, and improvement are the most important issues.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
SZ: I use Rhino and Shaper 3D and other design and modeling software a lot, and I always enjoy sketching with a pencil.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
SZ: I think before starting any design project, set clear goals and priorities. This will help me stay focused and avoid wasting time on unnecessary tasks. Also, there are many time management tools available that can help me stay organized and focused. I can use tools like Trello, Asana, or Todoist to manage my tasks and deadlines.
FS: How long does it take to design an object from beginning to end?
SZ: It depends on various factors such as the complexity of the object, the design process, the resources available, and the experience of the designer. Some objects may take a few hours to design while others may take weeks or even months. It's important to prioritize quality over speed when designing an object and allocate enough time to ensure that the final product meets the desired standards.
FS: What is the most frequently asked question to you, as a designer?
SZ: They usually asked me ‘’What has been the most exciting or challenging project of your entire career?’’
FS: What was your most important job experience?
SZ: In The Address Food Hall, we implemented large-size consoles with 2 cm sheets. The Cedar project has 279 axis columns, none in a line, and is very different from the normal axing method. Only 81 of these columns reach the ground.
FS: Who are some of your clients?
SZ: 88Alpha, Prime Developments of Saint Kitts, Kerman Motor Group, Meraas, Iran Mall and Kariz, Kooik Mart L.L.C, …
FS: What type of design work do you enjoy the most and why?
SZ: I have been very passionate about designing toys for children. I have a concept project called Time Capsule, a concept designed to educate children specifically in unfavorable conditions.
FS: What are your future plans? What is next for you?
SZ: As a designer, I would like to design all special objects in the future, and also as an architect, I would like to gain experience in the field of design in different divisions and in various scales of projects.
FS: Do you work as a team, or do you develop your designs yourself?
SZ: With the efforts and efforts of my colleagues, they are present in our architectural studio, and we develop all projects together as Zomorrodi & Associates.
FS: Do you have any works-in-progress being designed that you would like to talk about?
SZ: The team and I are designing some projects in Dubai, like a warehouse equipped. We are also working on a factory. Outside of Dubai, we are working on a 54,000-square-meter residential building and some villas, and we are expanding my furniture brand DecoZ, which is another work in progress.
FS: How can people contact you?
SZ: They can contact us by checking our website which is www.zomorrodi-associates.com and also on other media such as LinkedIn and Instagram.
FS: Any other things you would like to cover that have not been covered in these questions?
SZ: In the end, what you must know about me is that my job is my passion, and if not a designer, I would have become a director and a scriptwriter. I would show the audience what’s in my mind, and create an element of surprise in my films.
FS: Thank you for providing us with this opportunity to interview you.
A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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