Interview with Aminreza Shokouhi

It has been now 3 years that we have started our cooperation as a team. being classmates we started our cooperation at university and tried to expand our work and experience beyond. we are happy with what we've been able to do in these years and although cooperation with factories has its own kind of difficulties in our country we've been able to cooperate in designing products with a production scale of more than tens of thousands of units.

as we see it in eetoDesign, Design is a difference we make intentionally to create better experiences for users. but for us it's all about passion and love.

kitchenware, home products, and services.

products designed by dieter rams are close to our ideals for creating a flawless experience. like the Braun tp1. when you look at his works you can feel a soul of simplicity and convenience of usage in them. and of course, it easy to experience in practice the famous ten guidelines of good design by him.

it was a soap and sponge holder.

when we come up with an idea and we start to criticize it from different anlges and still consider it as an ideal idea to be brought to life.

user experience, production, and being up to date

pure excitement.

we feel a kind of an emotional relief.

consideration and integration of all aspects; design, marketing, production, transportation, user experience, customer loyalty, branding etc

for a good design, simplicity is the first aspect that we notice.
and being complicated unnecessarily is a sign of a bad design.

there many things that a designer should consider. designers ought to act wisely and stay up to date and informed about social and environmental issues to be able to adapt their designs for good. our environment is in the most delicate state ever and needs attention and consideration more than ever. so it's obvious that every single one of us has a duty and should consider it as a must.

as time goes on Design is creating deeper connections and interactions with people. people spend more time with different tools and do more with their various devices. so it is even more important to design based on vast studies and precise considerations of short term and long term effects in such interactions.

we try to put ourselves in different situations and think precisely what is the condition and how can it change for better.

we try to have an honest, simple and useful design language, yet avoid being boring to our target group. the user should spend time with our design without the design seeming less attractive, boring or ordinary. we try to make it like there is always something to discover and feel about it.

we live in Iran. and yes. our culture, history, and art have always been a big source of inspiration to us. especially when we are working on social and cultural related topics, it's a huge help and smart way to start discovering in this resources of ours.

we try to have deep cooperation and get involved in different stages of bringing ideas to life. and as the cooperation between designers, investors and factories need more time to evolve here, for assuring the hesitating and more conservative factories we give them the offer to get involved in financial risks ourselves in our own scope.

Designers have their own way of thinking. so the changes that they're able to make in a company, won't be possible by most of other people. don't judge easily about designers, try to discover their emotions. thoughts and ideals.

concentrate on the final and fundamental goal that created the need for design.

having the proper way of thinking, analyzing and the ability for putting these to a proper arrangement to make it presentable as a product, service, etc.

well, we always try to work as a group to be able to manage our time better.

what tools and softwares you use for your design.

Chief designer for a home-product company.

we always work as a team.

Yes, we are working on a couple of exciting topics in both service and product.

the best way is to send an email to eetodesign@gmail.com