Interviews with Arman Farahmand

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

I just want to expand the furniture product's lifetime with its flexibility in use and appearance. I think the user has to have the freedom to change his/her environment without too much effort, time and money.

I am a practical designer, I believe a good design must get into people's daily lives and i believe this design has the potential to get into production. So my plan for this design is to collaborate with a good furniture manufacturer that can take this design into production and market it worldwide.

To be honest, it took around a month, but my vision, skills, and philosophy today took me around fifteen years and also my today's friends who helped me finalize this design are part of a very long plan that is more than a decade long.

My way of thinking works around modular objects because I believe modular objects are the most sustainable and sustainability not only helps the environment but helps humans to use all of their resources more efficiently.

Sure I think of this design's mass production and look for a good company that can handle the quality, feasibility, and marketing standards that I have in mind.

It was only the lack of this particular type of work in the market.

Actually the CROCS footwear and LEGO classics influenced this design the most.

It is so vast, almost anybody who looks for a furniture could be the possible costumer, I hope this design gets to people's home as soon as possible.

Flexibility Flexibility and Flexibility

The origin of the name comes from the combination of More and Fuse, which that addresses you can fuse more function and form out of the original package. It brings out a gamification experience for the customer to play with his sense of creativity and renovation to take more out of the product.

A good design comes from teamwork most of the time, and I always work with a few talented individuals. Mozhgan Banaye sarshoury as Art director and graphic designer, Soheil Jami as 3d Modeler, Reza Ansari as 3d artist and renderer, Mostafa Arvand as Design strategist.

This design doesn't require any mentionable technology for mass production or use.

According to a recent report by the United Nations Environment Programme (UNEP),
approximately 11.3 million tons of furniture waste is generated globally each year.
A huge amount of this waste is only because of the variety-seeking soul of modern
life. Besides this huge amount of good material waste, It costs lots of money, energy, and time to
change furniture, even the carriage and logistics are hard work to do. Morfus can
reduce this waste by offering the user a feasible way to make the
change so easily and refresh the living environment at a glance.

Generally, the hardest challenge in Modular systems is to modify dimensions، scales and relations between these two.

It is one of the best ways to show great work to the world. In my opinion, the best works that remain on the shelves don't mean anything until they appear to the world and get into action.

I think Modular systems are one of the future aspects of modern design and need more attention, so it is best to have a separated category in design competitions and awards, If I had any authority I would consider this in action.

I've dreamed of becoming an Industrial Designer since I was 12. As a child, i loved to create things, mixing and matching my toys was a daily routine.

Absolutely I chose to, I fought for it. in my family, almost all of the young members will become engineers or doctors and my father wanted me to become a doctor but I chose my path to become the one who creates.

I love Modular thinking and way of life, on the other hand, because I care about our planet and human's living environment I always try to consider Sustainability.

What does a bodybuilder do to become one? they practice, they experience and they work their ass off to make huge muscles and to get in shape! For young designers i have to say that they must try to experience more and more, they have to challenge themselves and they have to learn from their mistakes and not be afraid of failure. So TRY TRY TRY!

Details. Not just in Physical Design, But in the experience it makes!

Details again. and again the experience, its about how easy and pleasentful the user gets to what he/she wants.

Good design makes life easier. Good design makes the atmosphere beautiful, It has an impact that can not be ignored.

I'd like to design daily life objects for humanity, not only for a specific part of people.

Secrets! just can't tell :))

LOVE, I've had the passion for almost 20 years, each and every day it goes wilder and wilder.

Karim Rashid, Philippe Starck, Nader Faghih Zade, Mostafa Arvand, Mohsen Koofiani

I love lots of designs from different designers, I just can't find one as my favorite! for example, the Garbo waste can from Karim is a very successful design because it is beautiful, simple, easy to manufacture, easy to use and understand, and most importantly, it is spread now all over the globe.

I think Morfius Modular Furniture is the greatest one, Its flexibility in use and form is what makes it different.

Training the brain, experiencing new challenges and don't giving up.

psychologist or social activist.

Design is a simple and useful solution that is beautiful and harmonic.

Me, my ambition and many of my close friends like Mostafa Arvand

Not giving up.

I think the best way to present a work of design is through International Design Awards and Competitions like A'design awards.

Really can not talk about that.

I love to reach a place where I can bring Design Objects to people's daily life.

New, simple, beautiful designs that are feasible to buy.

By engaging in society's problems and solving them.

New Modular system solutions.

Angel Island project because it catches every sense of the audience.

I think what shakes the design industry is the rapid prototyping methods.

Virtual Reality and Metaverse.

It depends on very different aspects, It takes from weeks to months.

Defining the problem and then observing the challenge closely.

I win or I learn.

I'd like to belive that the design sets the trends.

Technology has a big role in design, from tools for creation to presentation methods.

Rhino for modeling and Keyshot/Cinema 4D for rendering

The surface makes the feelings and the sense of design.

I love people to ask me "Why?", why this way?

"LOVE IT"

Absolutely! a good design always comes out of a good team.

The ones who criticized my design with a detailed scope.

Shoe Dog, Midnight Library, Atomic habits, Universe frequency

by facing challenges that I didn't know how to overcome.

Sir Richard Branson, Karim Rashid

To be honest I don't feel any uncomfortable on the other hand I don't see myself such famous.

Orange, My Heart, Loobia Polo, Spring, bicycle and Xiaomi

It was back in university student times, I was recognized by the sound of my laughter in university, if I didn't laugh hard one day in university my colleagues believed I wasn't there or something was wrong with me that day :)))

By facing my challenges, and overcoming my situations in the path of my goals and missions.

I think so, my paintings were great as a 3-year-old child and I could figure out how my toys worked, I had access to various tools because my father had a tools shop in town.

I can not see that.

I Live in Iran for now and I am single right now :)

I am part of several companies, two of them as CEO. Until 2024 I have a 10-year background in management. I love to experience different work environments and fields and as a designer, I gathered a small but great design team so we can produce design solutions so fast. In my studio, we seek daily problems and get deep into them so the answers are easy to understand, beautiful, and easy to use.

Design is a pure passion for me, Design means a beautiful answer to daily problems, Design is a way of life, not only for the few but for all the people. It is important to me that people can access good design so their lifestyles can change through design. To be honest I think the one who was the most successful in that is Karim Rashid.

As I said before what most matters to me is the the daily problems. Any kind of design that can be a solution to everyday issues interests me the most. Although most of my work is in the furniture field but I don't consider myself as only a furniture designer. On the other hand, I see that humans are in touch with furniture for most of the hours they live so maybe this is why I worked on the furniture field more than the others. As a Manager, I think Service Design is where you can perfect a system so it would work the best.

To be honest, I don't have a favorite design, but my most favorite way of design are Modular ones.

It was Modular furniture named "FLEXIT" which was designed for a local furniture company named "ARAX" and then nearly bought by Turkish furniture manufacturer "ISTIKBAL".

Anything that is organic, easy to use, and understand. I love manual platforms and new technologies the same as long as they are simple enough and fast to learn and use.

The combination of Nature, Peace, and a good Friend is what makes a sparkle in my mind.

Being easy to use and understand is what matters most to me, so I think the answer should be functionality. Although aesthetics is so crucial for a design, but a beautiful design that has to work but doesn't seem like a good-looking sculpture to me.

Excitement, Passion, Passion, and Passion

It's pure Joy, the feeling of being Gifted and some freedom inside.

In my opinion, this is the designer's perspective that makes a design successful, most of all finding the right problem, finding what matters and suffers people is the job of a designer I think, and if the problem is the right one then the solution comes to mind so easily and at the end, just a bit of pretty look gathers all the effort together.

I see if they found the right problem then look how it is solved, at the end it has to have a fresh look that catches the eye.

We are all responsible for society and the environment but after rulers and politicians, the ones who are most responsible for them are designers. We have to take control of what shapes the world, we have to see deep, see what matters most in our time and we have to think deeper and revise our thoughts so in the process we have to care about society and the environment the most because this is what we are and this is our duty to take care of it.

I think the future of design is not sketching, rendering, and prototyping anymore. The near future of design is Ai. So anyone who can find the best problems could form the new design era. Design is about having a better life through objects and services and AI will take care of the answer so shortly we "The designers" just have to get deep into life and find the problems, not the solutions.

It was in Milan/Italy Sarpi Bridge Oriental Design Week in 2013 as an international event and Tehran/Iran Deco international decoration and Furniture Conference in 2015. I think the closest one would be in the Como/Italy A'design Awards winner's exhibition in 2024.

My designs are human-oriented, they come from people's life directly. I observe people and the way of their lives so deeply. As form and aesthetics nature inspires me the most, Organic forms and bio mechanisms.

I'd like to say that I care about people's lives the most, so I have to take care of the environment and because of that, one of the ways that would be more effective is a sustainable approach so to fulfill my inner satisfaction I chose modular solutions. They are more effective and practical, they just work the best most of the time.

I grew up in Tehran/Iran and I live here now. Persian culture is so deep and ancient, we experienced various historical phases, most of them full of art and design, so many of ancient inventions and designs were from Iran(known as Persia in the past). architecture in my county has about 2500 yrs of background and it was so much advanced that some of them are still a mystery. Sure I have to say whether you want it or not you will be influenced by this glorious past, but unfortunately these days almost everything is lost deep including design and the need for that, these days my people are just fighting for daily life, to survive and to pass the day. unfortunately, I don't see a good horizon for my country including the design field and needs.

As simple, clear, and fast as possible :)

It really depends on the company's needs and resources. If there is a small company with few resources, I recommend working with several designers found on the web or suggested by friends to find the best one that suits the company, work with them on small projects to lower the cost and damage that may happen then trust the one that works the best. For big companies with bigger resources and needs, I'd rather select the designer by asking him/her for a 24-hour or 7-day design challenge to see how the problem is solved with them, another way I think is to set up a competition and see who works the best.

To be honest there is no big process there. The most important part is to find the most important edges of the problem, and then the answer shapes itself, this is when sketching comes, shaping the form and getting feedbacks then redoing this lots of time to see what catches the eye, that's our design at the end.

I try to keep my daily routine, I try to get up early in the morning, As the first thing drink a cup of fresh water and have a little breakfast, then do a quick meditation after that I go to the gym for about an hour and listening to audiobooks in the way and the gym, get back home take a cold shower then I leave home to start my daily challenges, it is mostly from 9 am to 7 pm. Meanwhile, I do my responsibilities as a CEO and a designer, taking over challenges in the office and challenging myself by participating in awards, competitions, and exhibitions. When I finally arrive home the most important task is to take care of my beloved wife, helping her with home duties, listening to her and looking after her, then looking at my garden and taking care of my indoor plants, at the end watching a movie or series with my wife, doing another meditation, taking a shower and go to bed before midnight.

I highly recommend them to take part in different practical classes, then take part in good companies or studios for free to learn, I think the most important thing for a designer is to learn freely and to experience real challenges in a productive environment. Meanwhile all of these participate in different design competitions and awards besides exhibitions.

Find the most important problems and solve them simple and beautifully.

Teamwork, Design thinking

My sketchbook and my Bic pen

:)) Actually, it is the most challenging thing for me to take control of, because I don't feel the time passing when getting deep into a design challenge. I get deep into the Flow, so when designing I set alarms or change my space to try to manage my time. Most of the time my wife takes care of that, she feels the time and would work as a human being alarm for me.

It varies from a couple of days to months. Depends on the project scale, Where we design for, and what we design. Our knowledge in the field, the team members who are in the project and our client's or project's needs and deadlines.

How is the payment?! :)))

I think the last five years were the most important and challenging. It was a huge project, a traditional family business was given to me and I had to transform it into a modern system. I had to make changes slowly to make a paradigm shift for its employees and customers. The challenges were endless and so much practical. It included lots of design processes like product design, brand design, packaging design, service design, and most importantly system design.

I'd love to work on real daily challenges, I'd love to help make a better lifestyle for most people through design. A design that goes through mass production and is feasible for society.

I want to expand my work across the globe. To make it possible I want to move to the United States to express myself in an international environment. The main reason that I started to take part in several competitions and awards this year is to be noticed as an international designer and to make international friends and relations. I have a lot to say and a lot to offer to the world, honestly looking for opportunities.

I believe good work comes from a team effort.

I'd rather say nothing about them, My works express themself in the press, websites design competitions, and awards in the next few months.

You can find my contact details on my personal website armanfarahmand.com.
Please feel free to contact me by email armanfarahmand@gmail.com and by WhatsApp number +989128026508

The key engineering challenge was achieving balance between flexibility and structural integrity. The dotted hole structure, critical for modularity, required precise engineering to prevent weak points while ensuring adaptability. We tackled this by selecting durable plywood for its strength-to-weight ratio and testing various patterns for optimal stability. Additionally, the design demanded user-friendly connections that could handle frequent reconfigurations without compromising durability. Rigorous prototyping and testing ensured that the final system delivered both creative freedom and robust performance for various functional transformations.

Morfius Modular Furniture addresses contemporary living spaces by embracing versatility to suit evolving user needs. With urbanization driving smaller, multifunctional homes, flexibility is paramount. The ability to transform from a seat to an L-shaped sofa, bed, or storage reflects insights into these dynamics. Each configuration caters to specific scenarios, whether relaxing, entertaining, or sleeping, allowing seamless adaptation without adding furniture. By prioritizing modularity and functionality, Morfius empowers users to maximize space efficiently while aligning with the fast-paced, adaptive lifestyles of modern environments.

The sustainable design of Morfius Modular Furniture stems from its thoughtful material choices. The plywood structure ensures durability with a reduced environmental footprint due to its renewable source. Foam pillows, designed for customization and comfort, extend the product's versatility while minimizing waste. Plastic inner joints enhance modularity without adding excess weight, supporting frequent reconfigurations and extending product life. Together, these components create a durable, adaptable system that reduces resource consumption over time, aligning with principles of sustainability and environmental responsibility.

The geometric design of triangular, square, and diamond-shaped pillows in Morfius Modular Furniture was inspired by the interplay of form, function, and creativity. These shapes allow for diverse combinations, enhancing visual appeal while offering practical versatility. The design encourages users to personalize configurations, blending aesthetic expression with functional needs. The geometry also reflects the influence of Japanese minimalism, where simplicity meets adaptability, and modular elements like LEGO, emphasizing creativity in everyday furniture use. This approach elevates user interaction and fosters a unique, dynamic experience.

The bottom box storage solution in Morfius Modular Furniture emerged from the need to maximize functionality while preserving a sleek, minimalist design. By integrating storage into the base, the furniture remains visually clean and clutter-free, aligning with its Japanese-inspired aesthetic. The concealed storage optimizes space, a vital consideration for modern, compact living environments. This practical element enhances the furniture’s adaptability, offering users a discreet yet accessible way to store essentials, further solidifying its role as a versatile solution for contemporary lifestyles.

Winning the Bronze A' Design Award highlights Morfius Modular Furniture's potential to inspire future designs prioritizing flexibility and user engagement. Its emphasis on modularity, adaptability, and sustainability demonstrates a practical response to modern challenges, encouraging designers to explore versatile solutions for compact living spaces. By blending aesthetics with functionality, Morfius sets a precedent for creating dynamic, user-centered furniture that evolves with lifestyles, fostering innovation in multi-functional design and rethinking how furniture interacts with diverse environments and individual needs.

The push-and-pull mechanism with detachable pins in Morfius Modular Furniture was inspired by the need for an intuitive, tool-free connection system. It simplifies assembly and reconfiguration, drawing from everyday modular concepts like LEGO to encourage user engagement. Refinement involved testing materials and mechanisms to ensure durability and smooth operation while maintaining ease of use. The design was optimized for strength and longevity, ensuring it could withstand repeated adjustments without compromising the furniture's functionality or aesthetic integrity.

My daily study of flexible environments emphasized the need for adaptable, multifunctional solutions that maximize limited space. Observing how people interact with their living spaces revealed that furniture should seamlessly evolve with user needs. Morfius Modular Furniture’s adaptability was influenced by these insights, as it allows users to easily transform pieces to fit various functions—whether as seating, sleeping, or storage. This approach directly addresses the challenges of modern, dynamic environments by offering flexible, customizable solutions for smaller, multifaceted living spaces.

The name "Morfius," combining "More" and "Fuse," embodies the design's core philosophy of maximizing space and functionality. This fusion is evident in its modular structure, where individual components can be combined and reconfigured in various ways, offering "more" possibilities for users. The adaptability of the design allows it to multiply its uses—shifting between seating, sleeping, or storage functions—while maintaining a cohesive, minimalist aesthetic. Morfius demonstrates how multiple forms can coexist and evolve, creating a highly versatile, user-centric solution.