Arash Shojaee the head management of ARSHIDA STUDIO is M.A graduated from "Art and Architecture Azad University" started his product design and prototype career since 1997 and his teaching in Art and Architecture University since 2003 . He's goal is doing accurate research and sampling proper material in Prototype, to increase the quality levels, simplifying and optimizing the progress of model production, also He has some researches in the case of " emotional relation between human and things".