Friday Giveaway: 360° Industrial Design by Arman Emami – 5 Books to be WON

We began Monday morning with a few lessons on Industrial Design and how to survive the whole competition scene and emerge as a winner. We wrap up the week with an incredible interview with the man himself – Arman Emami; and a chance to WIN the book ‘360° Industrial Design.’ Five lucky winners will win the book! Hit the jump for details.

Contest Closes: May 10, 2015 – midnight PST

Contest Question:

  • Why do honeybees do not build quadratic honeycombs?

Leave your answer in the comments below.


  • Because bees like hexagon more than square.
  • Because bees see the world ultraviolet, they are not able to recognize square shapes.
  • Because bees would need ca. 10 % more wax for quadratic shaped honeycombs.
  • Because the bee queen commanded it.


YD – How will you introduce yourself to a new person?

Arman – A lateral thinker and curious designer with a continually eventful and turned life from Berlin.

YD – Who is a better person … Arman the design studio head or Arman the student?

Arman – Both are good. 😉
Actually there are no large differences. For sure I became calmer in the course of the years, but I belong to people who are still a little childish even when they are pensioners. The children are more authentic and dare to experiment. I try to maintain it.

YD – What excites you the most … a new innovation or retro-redesigns?

Arman – Retro-redesigns is no option for me. We all are not born to repeat the past, but rather to create something new. Of course we have to consider and respect the history of design, but we should look to the future and not to the foretime.
In my opinion, retro-redesign is reactionary and demonstrates a lack of imagination and creativity.

YD – What has been your biggest challenge so far?

Arman – The biggest challenge is not to design or come up with ideas. It is always a big challenge to convince and encourage and conservative decision-makers to invest in innovative concepts.

YD – Tell me more about your book … what inspired you to write it?

Arman – Industrial design is a multi disciplinary matter. You have to think and work like an engineer, an inventor, an artist, a marketing expert and at the least you have to be the aesthete. There are a lot of books about industrial design. There are enough texts out there using unnecessary jargon, philosophical theories or otherwise setting aims that are not concrete. I have been missing a clear and well-laid out description of all relevant aspects from different fields to create an overall picture. I have summarized my experiences in practical and daily work as an industrial designer

YD – What has been your biggest learning experience so far?

Arman – Learning from nature is the best. And it is not limited to bionics and solutions found in nature. We can also learn about colors, form, haptics and much more from nature. But the biggest learning experience is life itself. You can do everything right, but If you don’t have enough life experiences, your designs get lacks of charisma and soul.

YD – What is your daily routine like? A day in the life of Arman Emami?

Arman – I have to confess that I’m not an early bird. Therefore the day begins a bit later with a coffee latte. The rest is different, appointments, meetings, designing, preparation of presentations… everyday occurrence. But the nights are mostly long. So to say, I am a night owl and I get my new ideas mostly in the night.

YD – How do you expect to make a change in the world of design?

Arman – Every designer changes the world of design to a greater or lesser extent. We live in a rapidly changing world that is becoming more complex with every passing second. Natural resources are getting scarcer and the increasingly intense competition on the world market is forcing designers at large to rethink the design process. Decoration for decoration‘s sake has become a thing of the past. Fanciful objects like the pretty paper-weight have had their day. Prettiness is no longer enough! Designers working on sustainable products now have to consider the bigger picture and in short: have to optimize design as a multi-disciplinary work. We are here to make our contribution for a better life and a more beautiful world.

YD – What will your advice be to young designers who wish to participate in the Red Dot?

Arman – Thinking out of the box is a must. First of all, it is important to free ourselves from outdated and narrow thinking. Development needs change; it is the basis for all progress. But likewise it is necessary to recognize that not every cliché is necessarily a bad thing. Design is an evolution, so today’s achievements are the result of a long-term process. Of course you can develop a wheel further, but to be honest, no one needs an angular shaped wheel. Do not try to be different at all costs! A change should always be for the better. And don’t ignore the problems in everyday life. Every problem is an approach for a new solution and a new design concept. And of course you can find more tips in my book 360° Industrial Design.

YD – What is the most challenging part of participating in the Red Dot Awards?

Arman – In a competition is any part the most challenging part of participating. You need a good idea, an aesthetic implementation and a clear presentation.