We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Fatemeh Fooladi ("FF").
Solmaz Primavera is a Ukraine-based design studio specializing in interior design as well as product and fashion design. Fatemeh Fooladi, Iran-born owner of the studio, has over 15 years of experience in the field of architecture and interior design. While using in its projects such materials as concrete, glass, rebar, rusty metal, the studio nevertheless does not forget about the roots of its creator and fills up the spaces with colors and warmth of the Orient. Reinterpretation of classics, transformation of habitual are distinguishing mark of Solmaz Primavera.
Fatemeh Fooladi Designs
We are pleased to share with you original and innovative design work by Fatemeh Fooladi.
Fatemeh Fooladi Design - Alina House
Designer Interview of Fatemeh Fooladi:
DI: 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?
FF : I am an architect by education (I am a graduate of The Kyiv National University of Construction and Architecture), but decided to shift to the area of design as I feel that I was born to create new spaces and objects.
DI: Can you tell us more about your company / design studio?
FF : Solmaz Primavera is a Ukraine-based design studio created in 2009 and specializing in interior design as well as product and fashion design. Many of projects are created in Persian Modern stylistic fusing luxury and symbols of ancient civilizations with modern architectural directions and technologies. While creating objects I give preference to brutal industrial and loft but not limit myself to it. Using in my projects such materials as concrete, glass, rebar, rust and oxidized metal, Solmaz never forget about my roots and fill up the space with colors and warmth of the Orient.
DI: What is "design" for you?
FF : Design for me it is an opportunity to express myself, a kind of magic which allows to transform not only spaces but life. For me design is Perpetuum Mobile.
DI: What kinds of works do you like designing most?
FF : Interior design, product and fashion design, insatllation and performances.
DI: What is your most favorite design, could you please tell more about it?
FF : If you mean style, I prefer persian modern, loft and industrial and I am fond of scandinavian and japanese design.
DI: What was the first thing you designed for a company?
FF : It was an installation dedicated to Persian Modern design.
DI: What is your favorite material / platform / technology?
FF : I always use in my projects projects such materials as concrete, glass, rebar, rust and oxidized metal, but my favorite is concrete. In Ukraine they call me the Queen of Concrete.
DI: When do you feel the most creative?
FF : Sometimes just music can inspire me. Nut most of the time when a customer trusts me and I have financial possibilities to create.
DI: Which aspects of a design do you focus more during designing?
FF : Usability, comfort and harmony.
DI: What kind of emotions do you feel when you design?
FF : Freedom, movement, self-confidence and joy.
DI: What kind of emotions do you feel when your designs are realized?
FF : Hapiness and self-esteem.
DI: What makes a design successful?
FF : Self-confidence, financial support, courage and talent/
DI: When judging a design as good or bad, which aspects do you consider first?
FF : Harmonious look, new idea.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
FF : Our oligations are to create harmonious spaces and objects which give joyand inspiration.
DI: How do you think the "design field" is evolving? What is the future of design?
FF : Design field would become more practical and diverse.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
FF : My last exhibition was in Kiev, Ukraine in 2016. And, of course, I dream about Milan!
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
FF : The design inspitation comes from music, fashion and travel.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
FF : As I already said many of my projects are created in Persian Modern stylistic fusing luxury and symbols of ancient civilizations with modern architectural directions and technologies. But I do not want to limit myself to a definite style. There is always a possibility to recognise me in different prohects as I always try to use concrete, glass, rebar, rust and oxidized metal. I also find it interesting to give a new life to old forgotten objects.
DI: 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?
FF : I have been living in Ukraine for more than 18 years but as I said I never forget about my roots. Ukraine gives me frredom to create and develope myself, iranian roots gives the vision of spaces.
DI: How do you work with companies?
FF : I collaborate with different companies while creating products and realising projects.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
FF : A designer gives new vision to producers and manufactures of how their products can be used. Sometimes it is quite unexpectedly. Just look at creativity!
DI: Can you talk a little about your design process?
FF : Sometimes it can be light and easy as music, but sometimes it takes a lot of time to elaborte all the details, sometimes you need a piece of advice to make sure that everything will work properly.
DI: What are 5 of your favorite design items at home?
FF : Some of my product design items find their places at my home: Egg Chair of Concrete (favorite one), table with chairs Ray of Light, chandelier Ray of Sun and lighting oblect called Persian Sun which gives warmth to my studio.
DI: Can you describe a day in your life?
FF : Getting up at 7 a.m., yoga and jogging, strong coffee, meetings with different people in my studio, hours of design process, reading and networking, cooking for my two little suns, listening to music and dancing. Going to the bed after midnight, but always dream to sleep at least hours.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
FF : Never be afraid, develop self-confidence, never give up, follow the leaders but remain yourself and you will succeed.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
FF : 99% positives: create, express yourself and success is yours, 1% negative: you are too free and it can interfere...
DI: What is your "golden rule" in design?
FF : Be courageous! Never give up! Do not stop, just go on!
DI: What skills are most important for a designer?
FF : Understanding of people, open-mindedness/
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
FF : Sometimes just paper and pencil and only then all tools you can imagine.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
FF : Time management is not a problem when you can prioritise. Just follow your main dream!
DI: How long does it take to design an object from beginning to end?
FF : It depends.
DI: What is the most frequently asked question to you, as a designer?
FF : Where do you find your ideas and inspiration?
DI: What was your most important job experience?
FF : Performances which I created during 2009-2015.
DI: Who are some of your clients?
FF : People which like my bold creative ideas.
DI: What type of design work do you enjoy the most and why?
FF : Bold and colourful works of Karim Rashid.
DI: What are your future plans? What is next for you?
FF : Go outside Ukraine, find accomplices. I have so many ideas to bring to life.
DI: Do you work as a team, or do you develop your designs yourself?
FF : The main stream is mine but I work with a team.
DI: Do you have any works-in-progress being designed that you would like to talk about?
FF : It is a secret. Onle when it is finished I will tell.
DI: How can people contact you?
FF : facebook, e-mail, phone... different sources.
DI: Any other things you would like to cover that have not been covered in these questions?
FF : My aim to show my works to the world. Hope my Egg of Concrete will find fans.