Who rides a Vespa eats apple (Chi Vespa mangia le mele). This sentence, a reference to the forbidden tree in biblical scriptures, was part of Vespa's advertising campaign in the 70s. So it belongs to all those deconstruct. Hypnoss Dna is from scrap Italian motorcycles and becomes alive again and is given the chance to continue its journey in another form including the whole steering wheel and its odometer with an individual number of kilometers passed. As they lit up the way home, now this motorcycle can light up the home.

Parham is a designer that studied architecture and anthropology and use these principles as a background for his designs. He translates the user's voice into product requirements. His studio and the team are focused on human-centered design. He thinks that industry’s finance programs leads us to be a extremism consumer and people are emotionally far from products that they are living with them. The human-centered design method could bring back our emotional bounding with the products. Emotional ideas as much as functional ideas.

MODAM section is a human-centered design studio that focused on emotional ideas as much as functional ideas MODAM studio has different sections including product design studio, ceramic studio. MODAM section is a team of creative technologists working together to build emotional and beautiful expertly engineered products.