Interview with Hamid Packseresht

Winner of Furniture Design Awards

Award Winning Designer Hamid Packseresht shares insights


Interview with Hamid Packseresht at Monday 25th of June 2018:

DL: Could you please tell us a bit about your design background and education?
HP : I am a Coventry University dropout student in the United Kingdom. I earned my BA in Industrial Design in Tehran, at Azad University. In my life, I have been driven by a purpose of founding a personal design studio. Due to the fact that having related theoretical and practical backgrounds in both areas is a necessity to manage a company under that scale while receiving education in the field of Industrial Design throughout my undergraduate, I exerted myself to broaden my knowledge in the field of Graphics as well. In this regard, with this course of 4 years, my intuitions paved the path for me to learn the fundamental concepts of graphic design both practically and theoretically receiving no academic instruction. The practical and theoretical aspects of Graphic and Industrial Design were my main focus of studies. My career debut reflected a great sense of perseverance when I was appointed as the chief designer at icepack co. On a winning streak, I gradually won a number of titles in various local competitions. This earned me a reputation which accelerated my promotion to higher positions e.g. chief design officer in many famous companies in Iran. Following this, I decided to go through a new challenge of founding a self-stand Company under the Brand name Dumara. This was a turning point for me and my other coworkers.

DL: What motivates you to design in general, why did you become a designer?
HP : Generally speaking, I have been fond of creating. In this regard, I have always cherished dreams and so industrial design has been a field which enabled me to pursue this particular vision in my life. In a way, it gives me the power to visualize my inner thoughts.

DL: Did you choose to become a designer, or you were forced to become one?
HP : Of course, I chose to be. Designing falls under the art category, and it is crystal clear that it is not something that you can study to learn, it is instinctive to some extent and requires you to possess the talent on the face of it, so to be a designer in this scale is not reachable by force. In fact, to have a great performance at any job, you have to first take interest in the basic field of activity.

DL: What do you design, what type of designs do you wish to design more of?
HP : Furniture, Product design, and Graphic design. You know I couldn’t bear to design in one specific filed every day, because of that I have founded Dumara, I think artists could design everything if they know the rules in which they want to design.

DL: What should young designers do to become a design legend like you?
HP : Basically, I am of the mind that this is a challenging question and differs from person to person. To tell the truth, there is no one-suit-all methodology for everyone, but here I point out to a number of factors to which I resort to when I was walking through this path. The first is to be patient, then try to be an artist rather than a designer. In my opinion, an artist can design everything e.g. products, interiors, logos, etc.

DL: What distinguishes between a good designer and a great designer?
HP : in fact, the quality and the range of techniques one may possess acts as a distinguishing factor at any level. I suppose application of the rules you know is one basic point of view, yet reapplication of what others dictate will turn you into a humanoid designer not a qualified single identity. You have to first consider the clients' expectations and include their visions in the design. Designing is not an art like painting, because, in paintings, you paint the style and subject in a way you like the most, but in design, there are lots of criteria to tell apart between the well-designed or so-called well-designed project.

DL: What makes a good design a really good design, how do you evaluate good design?
HP : To be eye-catching is the most important feature every good design should have. And then the source of inspiration or concepts of ideation are really significant. A designer is not the only stylist and in other words, the design is not just playing with forms and making great styles. For everything you put in your design, you must have a reason. Asking Why?! is the most frequent question in this regard.

DL: What is the value of good design? Why should everyone invest in good design?
HP : One basic feature that is common among humans is to place value on beauty and see it where it is present, so a designer should create artworks which have such features, this way we can draw the attention of the users and clients at any point in time.

DL: What would you design and who would you design for if you had the time?
HP : I would rather go for furniture, and I would design for Zaha Hadid Design Studio.

DL: What is the dream project you haven’t yet had time to realize?
HP : A set of furniture inspired by ancient Persian musical instruments.

DL: What is your secret recipe of success in design, what is your secret ingredient?
HP : The inspiration sources for my homeland like Iranian history, and architecture.

DL: Who are some other design masters and legends you get inspired from?
HP : Zaha Hadid, Karim Rashid, ...

DL: What are your favorite designs by other designers, why do you like them?
HP : as I said I've been fond of Hadid's studio design. I recently went to Baku, and Heydar Aliev Center which is design by Hadid Studio was incredible in design but not in build.

DL: How could people improve themselves to be better designers, what did you do?
HP : observe with passion and sketch with motivation.

DL: If you hadn’t become a designer, what would you have done?
HP : Aaaaam, In fact, when I was 18 I had to pick up between Theater and Industrial Design in university. This dilemma was so frustrating because I always love both of them, but one day, that the life becomes more serious I forced myself to select one after 5 years handling them. I always miss Theater and its world.

DL: How do you define design, what is design for you?
HP :

DL: Who helped you to reach these heights, who was your biggest supporter?
HP : My Mamma. she always say you are a genius, my son. but in fact, I know I have an ordinary range of intelligence mayhap a little bit higher, but her belief really makes me stronger always and genius somehow :)

DL: What helped you to become a great designer?
HP : practicing so hard and believing in my way.

DL: What were the obstacles you faced before becoming a design master?
HP : I do have obstacles yet. because in my country you can not work with a foreign client easily, and this is really stopping many artists like me and most of my friend moved to the US so that they can work much easier but on the other hand side they are not really happy because they forced to.

DL: How do you think designers should present their work?
HP : In my opinion, all the greatest designers should have a great renderman on their side. this will help to present their design more fascinating and understandable.

DL: What’s your next design project, what should we expect from you in future?
HP : Completing the set of furniture, which "Mulian" is a part of it.

DL: What’s your ultimate goal as a designer?
HP : To have a worldwide design studio and work with clients around the world.

DL: How does design help create a better society?
HP : to create beauty and living more easier in this world.

DL: What are you currently working on that you are especially excited about?
HP : Furniture design inspired by ancient Persian music instruments.

DL: Which design projects gave you the most satisfaction, why?
HP : Product design. Because in product design I can use all of my interests and knowledge such as graphic design, inspiring by our Persian history which I've read a lot about.

DL: Where do you think the design field is headed next?
HP : we are going back to our history and main culture and nature.

DL: How long does it take you to finalize a design project?
HP : It depends. but on average, about two weeks.

DL: When you have a new design project, where do you start?
HP : Obviously in my office, because I manage my brain to start designing just at my office and in my home and trip I just try to study.

DL: What is your life motto as a designer?
HP : It's hard to be perfect but it's really motivating to try to be perfect.

DL: Do you think design sets the trends or trends set the designs?
HP : It depends on who and where your designing for.

DL: What is the role of technology when you design?
HP : In my country has a big role, because we have a lot of limitations. And if someone wants to be a great designer in IRAN, should know a lot about materials and technology that we have in our country.

DL: What kind of design software and equipment do you use in your work?
HP : Aaaaaha, around 10 software. for example for designing "Mulian" we used "ZBrush, Blender, Rhinoceros, 3ds-Max, V-Ray, HDRI Lightstudio, Illustrator, Photoshop, keyshot, poser and etc."

DL: What is the role of the color, materials and ambient in design?
HP : Recently I have found that knowing how to use color is a long way of studying because day by day you have to learn, for example, my designer say I think the main color for this brand should be yellow. I always replied to them we have one million yellow in the world, when you say yellow you should have mentioned its code.

DL: When you see a new great design or product what comes into your mind?
HP : Thanks god for helping me to do what I love.

DL: Who is your ideal design partner? Do you believe in co-design?
HP : "Reza Salianeh" ... I do believe he is a genius and the world should know him more.

DL: Which people you interacted had the most influence on your design?
HP : "Reza Salianeh". He always updated in any terms and trends of design.

DL: Which books you read had the most effect on your design?
HP : oh, all of the books I've read.

DL: How did you develop your skills as a master designer?
HP : Working, sketching every night, observing.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?
HP : Phillip Seymour Hoffman. I always dreamed that one day I could see him, but unfortunately world lost him.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?
HP : yesss It is, In fact, I'm in the start of my way :) but till here it was so hard and amazing.

DL: What is your favorite color, place, food, season, thing and brand?
HP : Persian Green, Tehran, Lasania, Winter,...And... crazily I love Mcdonald's :)))...And Ralph Lauren.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?
HP : When I was a student, one day I had an argument with my father and started to find a job, and finally, I found a job which was a designer with rendering skill in Booth-Design studio. the first-day I went there they wanted me to design and render my design really fast. I don't know even how to open V-Ry plugin for rendering. I tried to learn on the internet but it was not enough time to studying at work :)), at the middle of the day, I grab my things and stuff and leaving the office very slowly and don't answer their phone ever. on that day I realized I had to beat this regret and sadness.

DL: What makes your day great as a designer, how do you motivate yourself?
HP : New Project or new finalized project which is ready to be shown to the public and our socials.

DL: When you were a little child, was it obvious that you would become a great designer?
HP : Ammm, I don't remember, I have to ask my parents!:)

DL: What do you think about future; what do you see will happen in thousand years from now?
HP : Artists will never die and technology cannot compete against artists and their sense of beauty.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?
HP : Follow me on bunch of thanks.