Interviews with Sara Golzarroshan and Omid Majdtaheri

We, Omid Majdtaheri and Sara Golzarroshan, are a young design group specializing in the fields of design, architecture, and research. Our vision reaches far beyond the traditional routines of architecture. To us, crafting something as small as a cup or a concrete vase is as captivating as designing a skyscraper. This versatility allows us to infuse our projects with innovative solutions and dynamic design processes.

We are dedicated to exploring new methodologies that move beyond conventional criteria and concepts, embracing fresh perspectives for both buildings and products. We view design as a game, inviting the audience to actively participate and engage in shaping and interpreting the spaces and objects we create. This interactive approach is at the heart of our philosophy, fostering collaboration and creativity.

For us, design is about giving users the freedom to reinterpret or even redesign the space around them. It’s about creating environments that are flexible, dynamic, and open to personal expression. Design, in our view, is not just about creating a final product, but about fostering an ongoing dialogue between the space and its users, allowing them to make the design their own through interaction and personalization.

We are drawn to designing conceptual spaces that challenge traditional boundaries. Our favorite works involve creating interactive environments where we develop games with rules, enabling users to actively engage with the space. These rules can be based on movement, perspective, or interaction, allowing the environment to be continuously reinterpreted and personalized by its users. This approach makes each design dynamic, fluid, and uniquely responsive to the individual, transforming spaces into experiences that evolve over time.

One of our most favorite designs is the Tick Tock Watch Gallery. The primary concept for this project was inspired by the Tetris game. Just like the random arrangement of shapes in the game, the design features square boxes of the same dimensions, but with changes in their directions (rotations), which alters their function. This dynamic arrangement creates a unique spatial experience, where the design's functionality evolves with the placement and orientation of each box. It was an exciting project where we played with form and function in a way that connected the playful nature of Tetris with the practical use of a gallery space.

Our first design for a company was a perfume boutique called Hiva. It was a unique experience where we combined elegance and functionality to create a space that reflected the luxurious essence of the brand.

Our favorite platform is Instagram, as it allows us to interact with our followers, share our designs, and get instant feedback. When it comes to materials, we enjoy combining traditional materials like wood, stone, and clay with new materials, creating a fusion of the old and the new to bring depth and innovation to our designs. We also particularly enjoy working with SketchUp and Rhino for their versatility in creating detailed models.

We feel the most creative when we are exploring new environments, observing everyday life, or engaging in spontaneous brainstorming. Inspiration often strikes during moments of quiet reflection or when we step away from the screen and allow our minds to wander freely.

We primarily focus on creativity, functionality, and user interaction. Ensuring that the design is innovative, practical, and engaging for the user is essential. We also consider the overall aesthetic and how the design communicates its purpose.

When designing, we feel a mix of excitement, curiosity, and focus. The process is both inspiring and challenging, as we explore new ideas and translate them into meaningful creations. It’s a journey of discovery and expression.

When our designs are realized, we feel a mix of pride, joy, and gratitude. Seeing an idea come to life and positively impact others brings immense satisfaction and motivation to keep creating.

A design is successful when it balances creativity, functionality, and impact. It must solve its intended problem, engage users effectively, and leave a lasting impression through innovation, sustainability, and emotional connection.

The three key aspects we prioritize are:

Creativity: A design should showcase originality and innovation, offering fresh ideas that challenge conventions and inspire new perspectives.

Functionality: Beyond its appearance, a design must effectively fulfill its purpose and meet the practical needs of its users.

Interaction: A good design encourages meaningful engagement, allowing users to connect with it on a personal level and adapt it to their needs.

By balancing these elements, we evaluate whether a design is not only visually appealing but also purposeful and impactful.

Designers have a profound responsibility to create solutions that positively impact both society and the environment. These responsibilities include:

Sustainability: Designers must prioritize environmentally friendly practices, such as using sustainable materials, reducing waste, and creating energy-efficient designs that minimize harm to the planet.

Social Impact: Design should address societal challenges by creating inclusive, accessible, and equitable solutions that enhance the quality of life for all individuals.

Cultural Preservation: Designers have a role in preserving and celebrating cultural heritage by incorporating local traditions and values into their work while bridging the past and present.

Education and Awareness: By showcasing innovative and sustainable solutions, designers can inspire others and raise awareness about critical issues like climate change, inclusivity, and community well-being.

The design field is evolving rapidly, with AI playing a transformative role. Artificial intelligence is revolutionizing the way we approach creativity, from generating design ideas to optimizing processes and tailoring experiences for users. AI tools allow designers to push boundaries, explore new aesthetics, and create more efficient, adaptive, and user-centered solutions.

The future of design will be deeply intertwined with AI, empowering designers to focus on innovation while leveraging technology to address complex challenges in smarter and faster ways.

Our last exhibition took place a year ago when our project, "A Cozy Corner," which won a design competition, was presented. It was an incredible experience to see our conceptual work come to life and shared with an audience who appreciated the creativity and thought behind it.

As for our next exhibition, we are currently working on several conceptual projects that we aim to refine and present in the near future. While we don’t have a specific date yet, we’re planning to submit some of these works to prominent competitions like A' Design Award and potentially showcase them afterward. Exhibitions are a wonderful way to share ideas, and we are excited to continue contributing to the world of design in this way.

Our design inspiration comes from a variety of sources that fuel our creativity. We believe that the world around us is full of potential ideas waiting to be explored. Some of the key sources of inspiration include:

Conceptual Movies: We draw a lot of inspiration from films that explore abstract ideas, futuristic worlds, or emotional narratives. These movies often push the boundaries of storytelling and visual design, which motivates us to think outside the box and bring innovative concepts to life.

Games: Video games are a major influence on our work, especially those that offer immersive environments and interactive design elements. The way games combine aesthetics, functionality, and user experience sparks ideas for our designs, allowing us to imagine spaces and objects that are adaptable and engaging.

Books: We also turn to literature, particularly books that explore design, architecture, philosophy, and culture. These readings help us understand different perspectives, historical contexts, and ideologies, which enrich our design process and give depth to our work.

Beyond these sources, we also observe daily life, interact with different cultures, and engage in conversations that stimulate new ideas and ways of thinking. Our creativity thrives when we stay curious and open to learning from the world around us.

Our design style can be best described as conceptual and minimalist. We gravitate towards designs that prioritize functionality while maintaining a clean, uncluttered aesthetic. This approach allows the essence of the design to shine through, without distractions.

We were drawn to this style because we believe in simplicity as a powerful tool for communication. By stripping away excess, we allow the core ideas to be the focus, enabling the space or object to engage with its users on a deeper level. Minimalism encourages clarity and a sense of calm, creating environments that not only look aesthetically pleasing but also promote a sense of well-being.

We are from Persia, a region rich in history, culture, and tradition. As Persian designers, we deeply value our cultural heritage and strive to integrate these timeless influences into our designs. Our aim is to create a bridge between the past and present, preserving our cultural values while embracing modernity. This connection allows us to create designs that are not only innovative but also rooted in a strong cultural identity.

Pros:

Cultural Depth: Living in Persia offers a wealth of inspiration from centuries of rich architecture, art, and craftsmanship, which we can draw from to create meaningful and unique designs.
Connection to History: Being immersed in this heritage allows us to design with a deep sense of continuity, ensuring that our work reflects the values and beauty of our past while incorporating contemporary elements.
Rich Design Traditions: Persian art and design are known for their intricate patterns, use of colors, and architectural marvels. These elements help us create visually compelling and culturally resonant work.
Cons:

Cultural Expectations: At times, there may be pressure to conform to traditional design styles, which can limit innovation or experimentation with new design concepts.
Access to Global Trends: While Persian design is deeply rooted in tradition, staying updated with global design trends and technology can sometimes be challenging, though we make an effort to stay informed and blend the old with the new.
Overall, living in Persia offers us a unique perspective on design, allowing us to craft pieces that honor our heritage while pushing boundaries to create a modern, timeless impact.

When collaborating with companies, our approach is centered on understanding their goals and establishing a shared vision. We start by consulting with the company to gather all the necessary details about the project, including objectives, expectations, and timelines.

Choosing the right designer can indeed be a challenging process, and it depends on various factors. As designers, we understand that it’s not just about technical skills, but also about finding the right synergy and communication style. Even we, as designers, sometimes face challenges when selecting the best team members.

Our design process is a blend of creativity, research, and iteration. We begin by understanding the user’s needs and the context of the project. Once we have this insight, we move into the conceptualization phase, where we brainstorm ideas and sketch out rough concepts.

Next, we develop the design further, refining the details, testing functionality, and ensuring everything aligns with the initial vision. We also integrate feedback loops, collaborating with clients or team members to adjust and improve the design where necessary.

Throughout this process, we focus on flexibility and adaptability, allowing the design to evolve as new insights and challenges arise. Ultimately, our goal is to create something that not only looks visually appealing but also serves its purpose in a meaningful way.

A Vintage Armchair
Bookshelves
A Sculptural Desk Lamp
A Thought-Provoking Statue
A Canvas

A typical day for us often involves wandering the streets and observing people in their daily routines. We find inspiration in the way people interact with their environment, as we believe that our design concepts are deeply rooted in the rhythms and patterns of everyday life.

This practice helps us capture real-life stories and translate them into meaningful, user-centered designs that connect with people on a personal level. Every walk becomes a journey of discovery, fueling our creativity and shaping our vision as designers.

As young designers ourselves, we are still in the process of gaining experiences and learning from every project we undertake. While we may not feel ready to offer advice just yet, we believe that staying curious, being open to new ideas, and embracing every opportunity to grow are essential for any aspiring designer.

Every step in the journey is a chance to learn, and we’re excited to continue exploring and evolving in this ever-inspiring field.

Creative Freedom
Impact on People
Diverse Opportunities

Negatives:

Time Pressure
Client Expectations
Continuous Learning

Our "golden rule" in design is creating spaces and experiences like a game, where users have the freedom to change the rules based on their own interpretation of the environment. This flexibility allows for continuous personalization, fostering a deeper connection between the user and the space. By embracing this approach, we ensure that each design evolves with its users, offering a unique and dynamic experience every time.

As designers, several key skills are essential to our success:

Creativity
Software Proficiency
Time Management
Teamwork
These skills, when combined, enable us to create impactful designs that are both functional and inspiring.

Our toolbox includes a variety of software and tools that help us bring our designs to life. Some of the key ones we use include:

SketchUp for quick conceptual sketches and 3D modeling.
Photoshop for creating and enhancing visual presentations, mood boards, and renderings.
Rhino for more intricate and precise modeling, especially in complex design situations.
3ds Max for high-quality 3D rendering and visualizations.
Revit for detailed architectural design and BIM (Building Information Modeling).
In addition to these digital tools, we also rely on a wide range of books and online sources for inspiration, from architecture and design magazines to various creative platforms like Pinterest and Behance. These help us stay inspired and up to date with design trends and innovations.

Time management is crucial in design, especially given the complexity and detail required in each project. We manage our time by breaking down each task into smaller, manageable steps and prioritizing based on deadlines and the scope of work.

We also make use of tools and technology to streamline workflows and keep track of progress, allowing us to stay organized and efficient. Setting realistic milestones helps us stay on track while ensuring we maintain the quality and creativity in our designs.

Balancing our workload and making sure to take regular breaks is key to maintaining productivity and avoiding burnout. We also allocate time for brainstorming and collaboration, which helps keep our ideas fresh and innovative.

The time it takes to design an object can vary greatly depending on several factors, including its function, size, and the specific requirements provided by our clients. The more detailed and comprehensive the data we receive, the faster we can move through the design process.

While some projects may take only a few weeks, others, especially those that require more research and conceptual development, can take several months. Ultimately, the design process is tailored to the project’s complexity and the needs of the client, ensuring that each design is well thought out and executed to the highest standards.

The most frequently asked question we receive, and one that is becoming increasingly important to us, is: How can a designer make a change in people's lives and boost happiness?

We believe that design has the power to shape emotions, behaviors, and experiences. By creating environments that are thoughtfully crafted, sustainable, and personalized, we can enhance well-being, foster creativity, and improve overall happiness. The spaces we design have the potential to uplift and inspire, making a positive impact on the lives of those who engage with them.

For us, the most important job experience has been meeting people from diverse backgrounds and learning about their different perspectives on life. We believe that architecture and design are deeply connected to life and human experiences. Each person’s unique viewpoint enriches our understanding of how space can influence emotions, behaviors, and interactions.

This exposure to varied life experiences has had a profound impact on our approach to design, encouraging us to create spaces that are not only functional but also meaningful, responsive, and personal to the people who inhabit them.

Our clients come from various walks of life, as we believe that design should be inclusive and adaptable to anyone’s needs and desires. Whether it's individuals, businesses, or organizations, we create spaces and experiences that invite everyone to interact and personalize according to their own preferences.

We view every client as a unique opportunity to design a space or experience that speaks to their vision, providing them with the freedom to reinterpret and reshape the environment in their own way.

We are particularly passionate about conceptual design and creating immersive experiences that allow users to continuously reinterpret and personalize their environments. We enjoy developing designs with flexible rules that enable ongoing interaction, making the space or experience evolve with each user.

This type of design gives us the opportunity to merge creativity with functionality, allowing users to have an active role in shaping their surroundings while ensuring that each interpretation feels unique and personal. It’s the perfect balance of creativity, engagement, and innovation that keeps us inspired.

Our future plans revolve around gaining valuable experience by traveling to different parts of the world. Through these journeys, we aim to explore diverse cultures, architectural styles, and design philosophies to deepen our understanding of how history and tradition shape modern design.

Our goal is to create meaningful connections between the past and present, blending timeless design elements with contemporary innovation in our work. We’re excited to see where this journey takes us and how it will inspire our future creations.

We are two passionate young designers who have been working together as a team for the past four years. Collaborating allows us to combine our unique perspectives and skills, resulting in more innovative and well-rounded designs.

Together, we’ve participated in several design competitions and are proud to have won awards, including [insert specific competition names if you'd like]. Working as a team has been an incredible journey, and we look forward to creating even more inspiring projects together.

At the moment, we’re excited to be working on several conceptual design projects that reflect our creativity and passion for innovation. These projects are still in progress, but they hold significant potential, and we’re planning to submit them to the prestigious A'DESIGN competition once they are finalized.

We’re always excited to connect with fellow designers, clients, and anyone passionate about art and design. You can reach us via email:

The Tick Tock Watch Gallery design draws inspiration from Yazd's rich industrial heritage and traditional architecture, particularly its historical clay block production. By integrating locally abundant, sustainable clay blocks into a contemporary design, the gallery bridges the past and present, blending traditional craftsmanship with modern aesthetics. The modular clay blocks, with their neutral tones, ground the gallery in its local context while creating a playful and tactile experience that reflects Yazd's architectural language in a minimalist form. This material choice reinforces the gallery’s identity as both a cultural and innovative space, aligning with sustainable and cost-effective goals. The result is a design that honors heritage while embracing modernity, making the gallery a unique fusion of tradition and contemporary design.

The Tick Tock Watch Gallery's design explores the interplay of time and timelessness, blending the dynamism of a retail space with the serenity of "suspended animation." This duality invites visitors to pause and reflect, stepping away from the fast-paced world into a mindful environment. Watches transcend utility, symbolizing moments of stillness and encouraging deeper connections with time. This approach transforms the gallery into an experiential journey, where visitors become co-creators of the narrative, forging meaningful bonds with the brand, its products, and the design philosophy.

The concept of rotating square modules in the Tick Tock Watch Gallery addresses the need for a dynamic, multifunctional space that balances simplicity and versatility. Uniform square modules with rotational flexibility were designed to adapt seamlessly to various functions—displaying watches, serving as planter boxes, storage, or seating—without altering their core form.Experimenting with configurations revealed unexpected possibilities, such as modules serving dual purposes or enhancing aesthetics through the interplay of light and shadow. This adaptability maximized the gallery's compact footprint and encouraged creative user interaction. The modular design also allows for easy reconfiguration, ensuring the space remains fresh and engaging for displays or events. These rotating modules embody the gallery's philosophy of simplicity paired with limitless potential.

Balancing Yazd's traditional architecture with the needs of a modern retail space in the Tick Tock Watch Gallery involved thoughtfully merging heritage with innovation. The design draws inspiration from Yazd’s modular urban fabric, reinterpreting its iconic courtyards and layouts through the use of square clay blocks. This approach creates a sense of familiarity and grounding while maintaining a contemporary aesthetic.Using locally abundant clay blocks, a material deeply tied to Yazd’s heritage, bridges the city’s industrial past with modern sustainability. This integration honors tradition while meeting the functional and aesthetic demands of a dynamic retail environment, creating a space that resonates with both history and innovation.

Through the gallery's adaptable design, users are empowered to discover new possibilities within the space even after its completion. The modular elements, combined with the inclusion of native plants, allow for continuous reinterpretation and personalization of the environment. For instance, the owner might later decide to incorporate native plants into the design, exploring their potential to enhance both the aesthetic and functional aspects of the gallery.This dynamic interaction between the design and its user ensures that the space remains relevant and responsive over time. The architecture becomes a living system, offering new insights and opportunities as it adapts to changing needs or creative visions. The interplay of biophilic elements and modularity enriches the design narrative, fostering a deeper connection between the user and the space while maintaining a sense of innovation and evolution long after the project’s initial realization.

The concept of a "game paused in time" in the Tick Tock Watch Gallery redefines traditional retail design by turning the space into an immersive, interactive narrative. This approach goes beyond mere functionality, creating a multi-layered experience that engages customers on intellectual, emotional, and sensory levels. The gallery invites visitors to actively explore and reflect, transforming shopping from a transactional task into a meaningful journey. By encouraging curiosity and interaction, the design fosters a deeper connection between the brand and the customer, making the gallery a dynamic and memorable destination that transcends conventional retail experiences and sparks lasting engagement.

The modular adaptability of the Tick Tock Watch Gallery was a key design strategy to optimize space within the gallery’s limited dimensions. By using square modules with uniform sizes, the space was utilized efficiently, ensuring every inch contributed to both functionality and aesthetic appeal. This flexible system allowed the design to adapt seamlessly to the spatial constraints while maintaining a cohesive visual language.To maximize the vertical space in the compact footprint (3200mm x 2800mm), the modules were stacked and rotated, enhancing storage and display potential. This approach created a dynamic visual experience, drawing the eye upward and making the space feel more expansive than its actual size. This innovative use of verticality ensured the gallery was not only functional but also visually engaging, transforming the compact area into a versatile and dynamic environment.

The success of the Tick Tock Watch Gallery, honored with the Silver A' Design Award, underscores the transformative potential of blending cultural heritage with contemporary design principles to redefine retail spaces. This recognition highlights how a thoughtful design approach can seamlessly bridge the gap between the past and the present, drawing inspiration from traditional architectural elements while embracing modern aesthetics and functionality. The gallery's ability to integrate the rich history of Yazd with innovative design solutions not only creates a unique retail experience but also sets a valuable precedent for future projects in historically significant contexts. This achievement demonstrates the power of design to preserve cultural identity while pushing creative boundaries, offering insightful guidance for designers seeking to craft spaces that are both timeless and forward-thinking.

Tick Tock Watch Gallery stands as an example of how architectural design can seamlessly honor cultural heritage while embracing innovation. Drawing inspiration from Yazd's traditional urban planning, the gallery's design creates a deep, meaningful connection between the past and present, allowing visitors to experience a space where the rich cultural history of the city and modern design principles coexist in harmony. The thoughtful integration of modular clay blocks, along with the flexible use of space, fosters an environment that is both visually engaging and functionally dynamic. This approach not only enhances the gallery’s identity but also establishes a benchmark for future architectural projects that aim to blend cultural significance with contemporary design practices. By merging these two realms, the gallery exemplifies how heritage can be preserved and celebrated while pushing the boundaries of design, offering valuable insights for architects and designers working in historically rich contexts.