Sanaz Hassannezhad

Specialized in Accessory Design.

Sanaz Hassannezhad

About Sanaz Hassannezhad

I’m Sanaz Hassannezhad, an award-winning designer based in London, with a background in Industrial Design and Design Innovation. I’ve won 21 international design awards across 8 competitions. My work spans product design, lighting, sustainability-driven fashion accessories, and user-centered design. I’ve collaborated with companies in the UK including Domino’s and William Joseph, and I’m also the founder of ReliqueLondon, a sustainable brand focused on transforming old and sentimental textiles into luxury pieces with zero-waste thinking. My contribution is clear: I build design that blends function, storytelling, cultural identity, and responsibility, creating work that is not only visually strong, but socially meaningful and future-aware.

  • Winner of the A' Design Award.
  • Specialized in Accessory Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Accessory
Voyz Smart Suitcase

Voyz Smart Suitcase

Accessory Design

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Interview with Sanaz Hassannezhad

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?
I studied Graphic design at high school and Industrial design for both bachelor and master at university and continue my study in second master in Design innovation. I have worked on various field of design since 2013. My love for creativity and problem-solving drove me to become a designer. and I've been passionate about creating and designing since childhood."
Can you tell us more about your company / design studio?
At the moment I am working as a freelance designer and I am Co-Founder, lead designer & creative director at Relique London.
What kinds of works do you like designing most?
Product design is my favorite, and I enjoy exploring various types of design
What is your favorite material / platform / technology?
My favorite material is wood due to its natural beauty and versatility. and my favorite technology is AI because it enhances the design process through data analysis and pattern recognition.
When do you feel the most creative?
It's intriguing how creativity can vary from person to person. While many find it in a relaxed and focused state, for me, it's different. I discover that stress can often ignite my creativity, and I also thrive during collaborative discussions about projects and issues.
Which aspects of a design do you focus more during designing?
Functionality, Innovation, Usability, Problem Solving and Aesthetics
What kind of emotions do you feel when you design?
Focus: Deep concentration on the task at hand. Joy: Excitement from bringing ideas to life. Satisfaction: Fulfillment from creating something meaningful. Relaxation: Feeling of calmness and flow during the creative process.
What kind of emotions do you feel when your designs are realized?
When my designs are realized, I typically experience a range of emotions: Pride, Excitement, Gratitude and Validation
What makes a design successful?
The designer, but it's depends on different factors. A successful design is functional, visually appealing, easy to use, innovative, sustainable, accessible, adaptable, and emotionally resonant.
When judging a design as good or bad, which aspects do you consider first?
When judging a design as good or bad, I first consider its functionality, followed by its aesthetics, usability, and innovation. These aspects help determine if the design effectively meets its intended purpose, communicates its message clearly, and provides a positive user experience.
From your point of view, what are the responsibilities of a designer for society and environment?
Designers are responsible for addressing societal needs, promoting inclusivity, minimizing environmental impact, upholding ethical standards, raising awareness about social and environmental issues, and collaborating to drive positive change.
How do you think the "design field" is evolving? What is the future of design?
The design field is evolving rapidly due to advancements in technology, changing consumer behaviors, and a growing emphasis on sustainability and inclusivity. in addition, AI has been able to find its way in the field of design, so the future of design is mixed with technology and AI.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
I had few exhibitions but can't remember when was the last, but good news is, I'll have new one as soon as possible.
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?
I am living in abroad, but yes, cultural heritage of my country (Iran) affects my designs.
How do you work with companies?
If they need my creativity and skill, they can in touch with me, as a freelancer designer.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
Follow them on social medias, and see what is their skill and abilities. and how they are close to your style and needs.
Can you talk a little about your design process?
Research: Understanding the problem or opportunity Ideation: Generating a wide range of ideas and sketching Concept Development: Refining and developing Prototyping: Creating prototypes or mockups
Can you describe a day in your life?
My days are a mix of design, movement, and meaningful work. I start with Pilates, then split my time between my job and building ReliqueLondon, designing products, sourcing materials, or working on our brand content. In the evenings, I unwind by cooking and sketching or refining concepts. Every day blends creativity, purpose, and a bit of calm.
From your perspective, what would you say are some positives and negatives of being a designer?
Positives: Creativity and Self-Expression Problem-Solving Skills Impact and Influence Continuous Learning and Growth Negatives: Tight Deadlines and Pressure Client Expectations and Constraints Technical Challenges and Limitations Burnout and Mental Health
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
My main tools is my creativity and emotions. But I mostly use AI tools, a sketches book and a pencil.
Designing can sometimes be a really time consuming task, how do you manage your time?
yes it is, but I enjoy it. And I can cancel everything because of designing! but to manage time effectively, I prioritize tasks and set deadlines.
What was your most important job experience?
All was important, even if it was small. Because each of them teach a lot of think to me. and made me experienced person.

Designer of the Day Interview with Sanaz Hassannezhad

Could you please tell us about your experience as a designer, artist, architect or creator?
I have over 5 years of experience in industrial and UX design, having collaborated with companies like Domino’s and William Joseph in the UK. My focus areas include product, furniture, Health care and UX design, with a Master’s in Design Innovation from Loughborough University and several Design awards.
How did you become a designer?
My passion for design started at an early age, inspired by how objects function and impact users' lives. I formalized this interest through my education in industrial design and hands-on projects. My desire to solve problems creatively is what drives me in this field​.
What are your priorities, technique and style when designing?
I prioritize sustainability, functionality, and user experience. I use a combination of design research and digital tools like 3D and rendering alongside physical prototypes to refine designs, ensuring they’re both practical and aesthetically engaging​.
Which emotions do you feel when designing?
Excitement arises during the ideation phase, but seeing the final design come together brings immense satisfaction. I feel fulfilled when a design solves a problem and connects emotionally with users
What particular aspects of your background shaped you as a designer?
In addition to design, my skills in project management, collaboration, and research have been crucial. Further more, I am an artist and photographer, and Art alwase was helpful for me to have diffrent view of everything, and it made me more creative and effective.
What is your growth path? What are your future plans? What is your dream design project?
I aim to grow my sustainable fashion brand, focusing on upcycled, emotionally meaningful products. My dream project is creating a sustainable fashion product and home decor line using recycled textiles, merging fashion and furniture design​.
What are your advices to designers who are at the beginning of their career?
Patience is key. Stay curious and open to experimentation. Embrace challenges—they will shape you. The best advice I received was do nt give up! Consistency and adaptability are vital​.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
Focusing on the user’s needs and remaining adaptable to new technologies are essential practices. Be mindful of sustainability in your work, and always seek to innovate.
What is your day to day look like?
I start my day by reading design news and checking ongoing project statuses espasialy in AI fild on social media. Then start doing ideation, sketching and design for myself. and some times client meetings, and collaborating with developers or engineers.​
How do you keep up with latest design trends? To what extent do design trends matter?
I stay updated by attending design events and reading industry reports. While trends are informative, I balance them with my personal design style, ensuring longevity and relevance in my projects​.
How do you know if a product or project is well designed? How do you define good design?
Good design balances aesthetics, functionality, and user satisfaction. I focus on solving real-world problems while keeping user experience and innovation at the core​.
How do you decide if your design is ready?
I know a design is ready when all functional, emotional, and aesthetic goals are met. However, I always leave room for iteration and improvement based on feedback and changing needs​.
What is your biggest design work?
My proudest project is my sustainable fashion line, which turns unuseable garments into bespoke, functional pieces. This project reflects my belief in zero waste and emotional design​.
Who is your favourite designer?
I admire Donald Norman for his human-centered design philosophy, especially how he bridges usability with emotional design. Karim Rashid inspires me with his futuristic, fluid aesthetic and focus on democratizing design. I’m also drawn to the work of Patricia Urquiola, whose innovative use of materials and playfulness with form bring a fresh perspective to furniture and interiors. These designers not only push boundaries but also maintain a strong connection to how their designs enhance everyday experiences.
Would you tell us a bit about your lifestyle and culture?
Living in London, a city rich in cultural diversity, greatly influences my lifestyle and work. I draw inspiration from my Iranian culture and art, which emphasize intricate patterns, vibrant colors, and deep storytelling. This background shapes my design philosophy, allowing me to blend traditional elements with contemporary aesthetics.
Would you tell us more about your work culture and business philosophy?
I emphasize collaboration, clear communication, and flexibility. I look for partners who share my commitment to sustainability and innovation, and I value creating a positive impact through my work​.
What are your philanthropic contributions to society as a designer, artist and architect?
As a designer, I support sustainability and actively mentor young designers, contributing through pro bono projects that align with my values of eco-consciousness and community improvement. Additionally, I prioritize customer-centered design to meet user needs effectively, which can positively influence user behavior. This approach not only enhances individual experiences but also fosters a broader societal impact through behavior design, promoting healthier and more sustainable choices within the community.
What positive experiences you had when you attend the A’ Design Award?
Participating in the A’ Design Award has boosted my visibility and credibility, allowed me to connect with global talents, and provided inspiration for continuous improvement in my craft​.

Extended Interview with Sanaz Hassannezhad

Could you please tell us about your experience as a designer, artist, architect or creator?
I hold a Master of Design Innovation from Loughborough University London. I also earned a Master of Industrial Design from the University of Tehran. Additionally, I have a Bachelor of Industrial Design from Tabriz Art University. And, now it's over 6 years I'm working as a designer.
How did you become a designer?
My motivation to design comes from a desire to solve problems and improve people's lives through innovative and user-centered solutions. I became a designer to combine my passion for creativity and functionality, making a positive impact on the world.
What are your priorities, technique and style when designing?
I chose to become a designer. It has always been a personal aspiration driven by my interest in art, creativity, and problem-solving.
Which emotions do you feel when designing?
I specialize in industrial design, with experience in product design and development. I wish to design more sustainable products that contribute to environmental conservation and social well-being and also I'm crazy about behavior design.
What particular aspects of your background shaped you as a designer?
I never thinking I'm a design legend, But I will tell to young designers should focus on continuous learning, gaining hands-on experience, and building a strong portfolio. Networking with industry professionals and staying updated with design trends is also crucial.
What is your growth path? What are your future plans? What is your dream design project?
A good designer creates functional and aesthetically pleasing designs, while a great designer goes beyond by innovating and pushing the boundaries of design to create impactful and lasting solutions.
What are your advices to designers who are at the beginning of their career?
A good design is one that meets user needs, functional, and aesthetically pleasing. It solves a problem effectively and enhances the user's experience. I evaluate good design based on its usability, innovation, sustainability, and overall impact that value it adds to users' lives.
You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
Good design enhances the user experience, improves functionality, and can lead to better economic outcomes and adds value to products and services. Investing in good design leads to better user satisfaction, brand loyalty, and long-term success.
What is your day to day look like?
If I had the time, I would design innovative solutions for mentally disabled people like ADHD, Autistic, Anxiety and depression and etc, to focusing on improving their quality of life through functional products.
How do you keep up with latest design trends? To what extent do design trends matter?
My dream project is to design a product help to change wrong behavior and habits and replace them with healthy and correct behaviors and habits.
How do you know if a product or project is well designed? How do you define good design?
My secret recipe for success in design includes a combination of creativity, attention to detail, and a deep understanding of user needs. My secret ingredient is persistence and a willingness to iterate and improve.
How do you decide if your design is ready?
Every single designers are brilliant inspiration for me, because each one them have different attitude and style. and I can learn different things of them.
What is your biggest design work?
I admire Nima Bavardi, young and smart and creative Iranian designer.
Who is your favourite designer?
It's not self explanatory if I say that most of my design are great, because I always seek to solve need and solve a problem for users. for example one of my greatest designs is a product developed during my dissertation, aimed at helping cure anxiety disorders. Its effectiveness in addressing a real-world problem and its innovative use of technology and user-centered design principles make it great.
Would you tell us a bit about your lifestyle and culture?
To become better designers, people should focus on continuous learning, seeking diverse experiences, and browsing among good designs and see different designers projects. I improved myself by pursuing advanced education, participating in competitions, and working on a variety of projects and browsing among a lot of designs every day.
Would you tell us more about your work culture and business philosophy?
If I hadn’t become a designer, I might have pursued a career in psychology or Artist like painter. fields where I can still make a positive impact on people's lives.

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