We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Sara Golzarroshan ("SG").
We are a young design group in the field of design, architecture, and research. Our vision extends far beyond routines of architecture. To us, creating a single cup or a concrete vase is as intriguing as designing a skyscraper. This has enabled us to incorporate in our projects a wide range of innovative solutions and design processes. We are committed to exploring new methodologies that consider beyond normative conventional criteria and concepts for building and products. That is why we see design as a game and ask the audience to participate in our game.
Sara Golzarroshan Designs
We are pleased to share with you original and innovative design work by Sara Golzarroshan.
Sara Golzarroshan Design - Tick Tock Watch Gallery
Designer Interview of Sara Golzarroshan:
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?
SG : We, Omid Majdtaheri and Sara Golzarroshan, both hold Master’s degrees in Architecture, which provided us with a strong foundation in design theory, practical application, and creative problem-solving. Architecture has always been more than just a field of study for us—it’s been a passion and a way of expressing ourselves. From a young age, we were fascinated by the idea of creating spaces and objects that could impact lives. This passion led us to pursue architecture as a profession and eventually brought us together as a team. Our journey as a team began with the Mirmiran Competition, where we were honored among the top ten participants. This milestone fueled our desire to explore innovative design concepts and methodologies further. Design has always felt like a calling for us, combining our love for art and function. It’s a continuous journey of creativity and discovery that inspires us to push boundaries and reimagine possibilities.
DI: Can you tell us more about your company / design studio?
SG : 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.
DI: What is "design" for you?
SG : 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.
DI: What kinds of works do you like designing most?
SG : 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.
DI: What is your most favorite design, could you please tell more about it?
SG : 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.
DI: What was the first thing you designed for a company?
SG : 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.
DI: What is your favorite material / platform / technology?
SG : 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.
DI: When do you feel the most creative?
SG : 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.
DI: Which aspects of a design do you focus more during designing?
SG : 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.
DI: What kind of emotions do you feel when you design?
SG : 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.
DI: What kind of emotions do you feel when your designs are realized?
SG : 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.
DI: What makes a design successful?
SG : 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.
DI: When judging a design as good or bad, which aspects do you consider first?
SG : 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.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
SG : 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.
DI: How do you think the "design field" is evolving? What is the future of design?
SG : 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.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
SG : 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.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
SG : 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.
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?
SG : 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.
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?
SG : 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.
DI: How do you work with companies?
SG : 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.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
SG : 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.
DI: Can you talk a little about your design process?
SG : 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.
DI: What are 5 of your favorite design items at home?
SG : A Vintage Armchair Bookshelves A Sculptural Desk Lamp A Thought-Provoking Statue A Canvas
DI: Can you describe a day in your life?
SG : 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.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
SG : 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.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
SG : Creative Freedom Impact on People Diverse Opportunities Negatives: Time Pressure Client Expectations Continuous Learning
DI: What is your "golden rule" in design?
SG : 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.
DI: What skills are most important for a designer?
SG : 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.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
SG : 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.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
SG : 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.
DI: How long does it take to design an object from beginning to end?
SG : 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.
DI: What is the most frequently asked question to you, as a designer?
SG : 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.
DI: What was your most important job experience?
SG : 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.
DI: Who are some of your clients?
SG : 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.
DI: What type of design work do you enjoy the most and why?
SG : 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.
DI: What are your future plans? What is next for you?
SG : 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.
DI: Do you work as a team, or do you develop your designs yourself?
SG : 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.
DI: Do you have any works-in-progress being designed that you would like to talk about?
SG : 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.
DI: How can people contact you?
SG : We’re always excited to connect with fellow designers, clients, and anyone passionate about art and design. You can reach us via email: