Aida Mehranfar

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Aida Mehranfar ("AM") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

AM : I studied visual communication (graphics) from the conservatory and then at the university, and from that time I worked as a graphic designer in advertising centers. After some time, I got to know more about the field of handicrafts and I passed the leather bag production courses at the Iran Handicrafts and Technical and Professional Administration, and little by little I integrated design with handicrafts and started producing bags with different designs from what I have seen so far.

DL: What motivates you to design in general, why did you become a designer?

AM : I always designed the decoration of the room myself and it was important to me what clothes I wore. I was very fond of painting. As well as turning anything into an image. I have a strong visual mind and I can easily picture any event in my mind. My good relationship with images led me to design. Something I am more interested in than sports or other skills. Art has been part of my life since I was a child, and without it, everything would be meaningless to me. I always like to dress beautifully and see beauty around me. The appearance of every device around me that I use during the day is important to me. Design is a part of me that I live with. So I chose to be a designer.

DL: Did you choose to become a designer, or you were forced to become one?

AM : My relationship with colors, paper and pictures was very good since childhood. What I always needed and lived better with was paper, pen and paint. I realized that I don't have a good relationship with numbers and writing. But I fell in love with the images from the very beginning. It was the images that drew me in. Design is a part of me.

DL: What do you design, what type of designs do you wish to design more of?

AM : ‏I am a bag designer and the most material I use in my work is natural leather. Bags have always been attractive and lovely to me. This is the reason why I chose to be a bag designer. It is very important to me that my designs convey a message. I don't like to design just one device for moving tools and equipment. Each of the bags I design has its own story, and this topic is very attractive to my audience.

DL: What should young designers do to become a design legend like you?

AM : In my opinion, the best thing he did to succeed in anything is to have a lot of perseverance and work with love. These two things will always help you to progress. In all the years I was engaged in designing, I never lost my perseverance. Despite the many difficulties that came my way, I continued to move steadily and did not despair. My advice is to never give up and keep going.

DL: What distinguishes between a good designer and a great designer?

AM : A good designer can create a good design, but a great designer can create a huge transformation by creating a good design. When you solve problems and solve problems in a design way, you seem to be a great designer.

DL: What makes a good design a really good design, how do you evaluate good design?

AM : A good design is one that grabs the audience, not only in the first moment, but still has something to say when they look deeper into it. Or if the design is for a practical product, you should also follow principles while being simple in using and meeting people's needs.

DL: What is the value of good design? Why should everyone invest in good design?

AM : The value of a good design is its usefulness. In today's design world, one can find many similar designs, but distinctiveness is what makes a design good. A good plan should have a history and a philosophy. He must have a lot to say and convey these messages.

DL: What would you design and who would you design for if you had the time?

AM : Ever since I started designing bags, I've been picturing my love and designing and making it into a bag. After that, I learned to convey my feelings through design and communicate with the world around me. I designed my failures, fears, wounds, failures and desires and I would love to do this for all people. I like being able to picture people and help them control their thoughts. This is one of my dreams.

DL: What is the dream project you haven’t yet had time to realize?

AM : One of my dreams is to be able to design a collection inspired by music and display it all over the world. Because I am a designer who designs with the help of music and depicts the notes. I would like to have my own exhibitions around the world with this theme, like the music that organizes a band's music tours.

DL: What is your secret recipe of success in design, what is your secret ingredient?

AM : I design with my heart. I listen to music with all my heart and then I convert sound to image and image to volume. This is a distinction that has made me successful at work. This is what I do instinctively.

DL: Who are some other design masters and legends you get inspired from?

AM : People who inspire me are not only designers. There are successful people who may teach me things that will help me in the design process. Actually, before being a good designer, we have to learn to be human and this kind of worldview helps us to be able to do the best in everything. If we are conscious humans, we can learn lessons from our surroundings and apply this in the field of design as well. So, I don't follow a specific person as a model, but I learn small tips from each person, and in my opinion, if we look carefully, we can learn one tip from all the design masters and find our way with their help.

DL: What are your favorite designs by other designers, why do you like them?

AM : I love all design categories. The designs that I am interested in are only related to the design of the bag. I might consider an architectural monogram to design, or even the pattern of a dress or even a flower. Design is a great category, and in my opinion, all the things that design plays a role in are related. For this reason, I follow designs in the fields of architecture, fashion, clothing, decoration, etc., and design excites every part of me.

DL: What is your greatest design, which aspects of that design makes you think it is great?

AM : My biggest plan is a partnership project. A project that is being formed by me and a composer and is still in progress and has not been exposed to the public. This project will be implemented by the end of this year and I am very excited about it. Because the strength of these designs is a very strong connection with the inner world of the audience and it helps to improve the mental problems of people. There are many problems they face in today's world.

DL: How could people improve themselves to be better designers, what did you do?

AM : What helped me become a better designer was looking at everyday life issues. Everything seems simple, but it is a lot. Everything in life is connected. My personal experience was as follows: When I decided to take self-discovery courses, I found a different understanding and perception of the world. Somehow, my worldview changed and when I looked at everything with a different perspective, a window appeared in my life that affected all aspects of my life and my design style became more different and more. It gets better for the designer. Besides technical issues, there are also internal issues. Technique and skill are only part of the matter. Part of it is related to you, because in my opinion, part of design is a completely sensual work and it has a soul.

DL: If you hadn’t become a designer, what would you have done?

AM : In addition to design, I am also interested in cooking and growing plants. I think if I didn't become a designer, I would be a chef who designs himself in a different way with a lot of food, or I would have a big greenhouse that could be a library.

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

AM : Design for me is not just a profession but a lifestyle. I experience a more beautiful design. My design world consists of design, pattern, color and music, and this is life itself in my opinion. Design plays the role of soul. A chair without design is what you need to sit and relax, but a chair that is designed and has a soul. He has a background and has something to say like a human being. Therefore, design can give life to objects and this is self-creation. Design can also be a solution to problems. For example, when you bring design into the world of technology, you can solve problems with it.

DL: Who helped you to reach these heights, who was your biggest supporter?

AM : A lot of people helped me get here. Those who were with me and those who left me. I am grateful to all of them, because if it were not for these donations, I would not be standing here. Every person you meet throughout the day can influence your life and path. From the painting teacher I had as a child, to my mother and the friends who accompanied me, everyone was influential in reaching this point.

DL: What helped you to become a great designer?

AM : I still don't consider myself a great designer. Because I have not yet reached the goal I have in mind, but I know that I am on the right path and if I get the opportunities I need, I can reach the goal of becoming a designer.

DL: What were the obstacles you faced before becoming a design master?

AM : I live in a country where I not only had many issues and problems as a designer, but also many issues arose for me as a female designer. Also, where I live, they don't pay for design and don't recognize it as a profession. They expect to provide the design for free. It takes a long time for people to accept to know a designer as a person independent from the manufacturer.

DL: How do you think designers should present their work?

AM : In today's busy world, a designer must try to expose himself to the audience. One of the ways I chose to be seen was by participating in the A design awards competition. But before trying to be seen, you should strengthen yourself in every way so that you can present yourself well after being recognized. If you are seen, but you have nothing to offer further, then in fact, this visibility does not benefit you. A plant must first strengthen its roots and then take its head out of the soil.

DL: What’s your next design project, what should we expect from you in future?

AM : I have many plans to present in the future. It's a long-term plan that may take years, but I'm glad that I know what path I've started and what my next step is. My next project is a collection of works that I am excited to present in collaboration with my friend and colleague Behrouz Paygan, who is a very good composer.

DL: What’s your ultimate goal as a designer?

AM : Since I am not just a designer and I am also responsible for the production of the works I design and I do this with my personal brand called Fida, my ultimate goal is to bring this brand to fruition and I hope to be able to take it internationally. To introduce and introduce to the people of different nations. Of course, design is very important to me, and most of my focus is on presenting different designs, and the topics I choose for design are different from other leather bag designers.

DL: What people expect from an esteemed designer such as yourself?

AM : What people expect from me is that I can listen to their conversations and requests and follow their conversations for personal design. How this is my favorite too. My exclusive designs are to meet the personal needs of the audience. They want me to go through every step of the design with them to get exactly what they have in mind. I am very interested in exclusive designs and my audience wants the same from me.

DL: How does design help create a better society?

AM : In my opinion, one of the duties of a designer is to be aware of the science of self-knowledge, anthropology and sociology. When a designer has the right understanding of the conditions of the people of his community, he can easily investigate the harms and problems of the community and propose a solution for it, communicate with the people and help them solve their problems. With the designer's art, he can communicate with communities and solve himself with language.

DL: What are you currently working on that you are especially excited about?

AM : As I explained in previous questions, I am currently working on an exhibition project. Works that are a combination of design and music art. This project is a collection of works of art, each of which examines one of the human mental injuries and provides a solution for it. In a way, it establishes a deep connection with its audience with the language of music and design.

DL: Which design projects gave you the most satisfaction, why?

AM : I like the projects that can directly communicate with the audience. I like direct human-to-human communication. Group projects that I have to present with others all the time.

DL: How long does it take you to finalize a design project?

AM : Each plan requires different time. Some things come to fruition very quickly, but some are so deep and require searching that they may take a year. Of course, I am talking about projects related to the design of a collection.

DL: When you have a new design project, where do you start?

AM : First, I try to get information about the subject of the project and spend most of my time searching for information. After that, I start the initial designs and according to the visual rules, I do the final edits, and I start to model and choose the prototype.

DL: What is your life motto as a designer?

AM : Being a designer is not just a job but a lifestyle.

DL: Do you think design sets the trends or trends set the designs?

AM : In my opinion, both of these cases are equally important. And they mutually affect each other.

DL: What is the role of technology when you design?

AM : Technology can be a good tool for implementing human thoughts and ideas, but it cannot generate ideas. Creativity is a part of human existence and technology can help to implement creative ideas. But creativity and technology are both like two wings of a designer that help to fly.

DL: What kind of design software and equipment do you use in your work?

AM : I am interested in working in conventional ways, but I also know that when it comes to fashion and design, you have to give yourself better every day to keep up with the world, so I take help from 3D software. Helping to complete my design. But I make samples and basic patterns by hand.

DL: What is the role of the color, materials and ambient in design?

AM : In my opinion, these are the main elements of a good design. In the previous explanation, I have said that the color and choice of material are very interesting. Also, I care a lot about the environment in which I work. The place I design in must have daylight and open space so that I can connect with the outdoors whenever I need. For me, my workshop space should have natural daylight and be full of plants that give me peace

DL: What do you wish people to ask about your design?

AM : I am very happy when people ask about the concept of my designs and I tell them about the background of that design. Basically, I speak the language of design in various issues, and it is very easy for me to first design a topic and then express my opinion about a topic by explaining my design.

DL: When you see a new great design or product what comes into your mind?

AM : I get very excited. Because you understand a design and communicate with it, a kind of communication beyond language and speaking, and this kind of communication is very attractive and lovely to me. And I say to myself, so I can communicate in this way. So I can also find my way to connect with others through design and this encourages me.

DL: Who is your ideal design partner? Do you believe in co-design?

AM : It might be interesting if I tell you that the partner of a series of my designs is not a designer but a musician. This connection between different arts is very interesting and lovely for me. Because I have the chance to create a joint design with a person who looks at the issue from a different angle, and this makes the work more creative than collaborating with another designer. He looks at mine and gives me great ideas. At the same time, he may have different opinions from me, I can completely understand his words, and this relationship is interesting to me despite the differences and has good results.

DL: Which people you interacted had the most influence on your design?

AM : I really enjoy talking to people. Because I enjoy hearing the world view of different people. And it's interesting to know that I learned things from people who may not have any expertise in their lives but think in a strangely beautiful way and inspire me. I even talk to the guard of the parking lot where I park my car, the sweet shop I buy from, and all these people are involved in my design, because in my opinion, life is made of these people who during life In our daily routine, we learn to learn. Of course, talking with successful people will also be very effective. In general, I can say that all my communication experiences with the people around me have influenced my design.

DL: Which books you read had the most effect on your design?

AM : I have read many materials and books on various topics. But because of the design topics that I choose, which are mostly rooted in the culture and art of my country, as well as human thoughts and feelings, most of the books were on anthropology and art history of Iran and the world. They inspired me.

DL: How did you develop your skills as a master designer?

AM : In order to increase the skill, one should take the following steps: The first acquisition of technical and executive and technical skills. Second, artistic skills and expansion of artistic vision. The first step is much easier. Since you can easily acquire these technical and technical skills by taking training courses, but after that you have to use the power of your mind with these skills and create something with your mind that has never existed. does not have. This is called creation. This is one of the differences between an artist and an artisan. An artist is a creator and this feature distinguishes him from others.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

AM : I really like to talk to other designers in the world in any field. I am very interested to know what they are thinking and what path they have followed to reach their goal. It helps me a lot to choose my path more easily. Especially speaking with artists who lived in the past and at a different time.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

AM : Every time you step on a higher step, you experience an indescribable feeling of happiness and joy, but it is a fact that becoming famous is difficult but pleasant. It is possible that after this incident, your lifestyle will change completely, the people you were in contact with will change, and a heavy responsibility will be placed on your shoulders, that you must always move forward from here on and be able to do everything.

DL: What is your favorite color, place, food, season, thing and brand?

AM : I love the light blue color, I love places that connect me to the sea and the river, and I also love seafood. I like the Nike brand a lot because I like the philosophy behind its designs.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

AM : As a female designer who owns her own brand, I am facing many issues and problems. I may have a lot of conflicts with different people during the day and it's very tiring, but because of the love I have for my work, I continue with strength. I remember a day when it was very busy and I was very angry because of the pressure and nothing was going well. I have a colleague who has a little two-year-old son who sometimes brings him to the workshop with him. I saw a moment when he put my masked hat, which was too big for him, on his head and ran. Since he could not see in front of his eyes, he hit his head on the table and fell. This scene made me laugh so much at the height of my anger that I realized for a moment that we don't need to be so serious and dry and angry in life.

DL: What makes your day great as a designer, how do you motivate yourself?

AM : Thinking about future plans and attracting myself to achieve what I have so far and listening to music.

DL: When you were a little child, was it obvious that you would become a great designer?

AM : When I was a child, the only thing that made me happier than toys was a drawing book and crayons. Whenever I was sick and my father took me to the doctor and they were going to give me an injection, he would buy me a six-color magic box and bring it so that I would forget the pain of the injection. At first, everyone thought that I would become a good painter, because my uncle is a master painter. But when I got older, I saw that I am interested in something more than painting, and that is design.

DL: What do you think about future; what do you see will happen in thousand years from now?

AM : I don't like to think about the very, very distant future because sometimes everything changes instantly and you can't predict anything.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

AM : I am a designer who loves music and turns his passions into designs and makes bags out of them. I am very interested in producing exclusive works. Especially things that take hours to talk about. I am very happy when others share their feelings and experiences of life with me and I design for them. I also enjoy collaborating with people who make meaningful music and I design for their music.