Hamid Packseresht

Professional in Furniture Design.

About Hamid Packseresht

The CEO of Dumara Inc., Hamid Packseresht, is a dropout student of Coventry University in the United Kingdom. He completed his BA in Industrial Design in Tehran, at Azad University. In his life, he has 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 his undergraduate, he exerted himself to broaden his knowledge in the field of Graphics as well. In this regard, with this course of 4 years, his intuitions paved the path for him 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 his main focus of studies. His career debut reflected a great sense of perseverance when he was appointed as the chief designer at icepack co. On a winning streak, he gradually won a number of titles in various local competitions. This earned him a reputation which accelerated his promotion to higher positions e.g. chief design officer in many famous companies in Iran. Following this, he decided to go through a new challenge of founding a self-stand Company under the Brand name Dumara. This was a turning point for him and his other coworkers. The term "Phenomenal" is the English Equivalent for Dumara in Avestan Language. Since its founding in Tehran in 2012, Dumara Company, Inc. has had a leading role in a wide range of projects in terms of design including industrial, graphics, and architectural. Dumara studio has taken a professional team of designers into employment, being capable of handling a majority of design fields.

  • 2-Time Winner of Furniture Design Award.
  • Specialized in Furniture Design.
  • 2 Featured Original Designs.
  • Highly Creative, Diligent and Innovative.
  • All Designs
  • Furniture
Koron Sofa

Koron Sofa

Furniture Design

Mulian Sofa

Mulian Sofa

Furniture Design


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Interview with Hamid Packseresht

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?
Like any other successful person in any type of job titles I have started painting and mayhap designing from childhood.In those days I always tried to copy God designs and everything on paper. Like jungle, any type of environment, refrigerator, video-player, home stuff and etc,.In those days I’ve never known industrial design exists, but everyday I become older, I feel lacking in painting, you know it doesn’t satisfy my on its own. I love creating, I love to be a person could affect this world.
Can you tell us more about your company / design studio?
If I want to tell more about my design studio”DUMARA”, I have to explain myself a liitle.I’m a dropout student of Coventry University in the United Kingdom. I completed 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. The term "Phenomenal" is the English Equivalent for Dumara in Avestan Language. Since its founding in Tehran in 2012, Dumara Company, Inc. has had a leading role in a wide range of projects in terms of design including industrial, graphics, and architectural. Dumara studio has taken a professional team of designers into employment, being capable of handling a majority of design fields.
What is your most favorite design, could you please tell more about it?
Ammm, to me I loved all of my works and designs, cuz all of them like my children. But for “Mulian” (persian furniture, awarded) I invested one year of my life, cuz of that this is more important to me.
What was the first thing you designed for a company?
Aaaah, This question reminds me my first day of working as a chief design officer in the most powerful brand in IRAN/ Icepack co./2012Our boss wanted me to design a logo for his next brand, it was so freaking, cuz till that day I’ve never designed a logo, but I didn’t give up, I started to google that how to design a logo in a best way!:) I tried really hard, I saw most of clips with hashtag logo on youtube, Behance and ...After 7 days I show him one logo, and he replied yes, this is it!
What is your favorite material / platform / technology?
My favorites material is leather, wood, and steel. You now combining these three materials could lead us into best finishing in luxury & premium products.
When do you feel the most creative?
When I started to sleep :)) . You know in those seconds I feel really creative but I don’t want to wake up and write my ideas, in this dilema, I started to make a keyword that I could be able to remind it the day after. But in many cases I forgot them. I deeply wanted to create an app for designers like me to record ideas by tlaking when you don’t want to interrupt your sleeping.
Which aspects of a design do you focus more during designing?
Inspiration ...I’m not able to design without anything could inspired me...I see some of designers sketch very fast and without researching and study about sources of inspiration, honestly I can’t!
What kind of emotions do you feel when you design?
Relaxing ...when I start to design all my concerns and negative thoughts will fade away!
What kind of emotions do you feel when your designs are realized?
Ahhh, so satisfying, at those times I feel more confident cuz I can create one things more to make our world better or much more beautiful!
What makes a design successful?
It’s so hard to answer this question in one sentence or in a paragraph, it depends lotf of criterias, such as creativity, knowing materials and forms, ideation and etc,.
When judging a design as good or bad, which aspects do you consider first?
Concinnity! The first things everone see when they face a new design, is form and whole shape of product!
How do you think the "design field" is evolving? What is the future of design?
I think as long as humans live in this world we do need design, and future of design depends how human beings and technology turns in future, it’s not possible now for explain design future!
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
My last exhibition was for 6 years ago, and after that I do focus to study and make myself and my studio better day by day, and I do not have enough time to take part in any exhibition in my town, as long as I’m a perfectionist person :) it will take too much time to be in an exhibition.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
Persian culture! You know I don’t know how foreign press describe our history and culture, but when u read more about Persian history you will find unbelievable things that you could not even imagine there was people this much socialized and advanced. I will suggest anyone who read this interview just google “Persepolis” for first step to know more about Persian people.
How do you work with companies?
I do have my own design studio, and my great team of designers. Companies and our customers find us by following us in our popular social networks in IRAN.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
Great question! You know because of out awards and our design for our personal projects which most of them concepts, when companies contact us for designing, they always wanted a great and exotic design, but I always have to clarify that, the good design first has to meet our capacity and red lines of production and average of taste of your target people on your marketing plan.
Can you talk a little about your design process?
Inspiring, research, sketch, ideation, brain storm, selection best idea, sketching again, selecting best style, now we are able to go on a first step of designing, developing our best idea and sketch.
Can you describe a day in your life?
Haha first of all I’m not a morning person! I wake up around 9 o’clock, then have a breakfast with my wife and playing with my dog( she’s name is Gerdoo), and then going to my office, my team have to be in office on 10 am. Then start to manage our clients and their project one by one, and then editing and correcting my new team member who are junior designers and challenging with my expert team! After all going to gym at 7 pm, then have a walk with my dog and have a dinner with my wife, then start sketching and painting till 3 am. With no exaggerating I do sketching in every day of my life, even on vacation, I take my ipad pro and stuff for sketching. If I was not a designer I do sketching whole days of my life.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Design and painting is very different. Try to be a designer not a digital designer or digital painter.
From your perspective, what would you say are some positives and negatives of being a designer?
Positive thing is I do what I love and negative thing is if one actor just paly perfect one roll in a film everyone claps for him or her, and admire him/her. But if you want to be a good designer, you have to design good in every project you take part in it. You know I mean everyone’s loving outstanding, but in design it’s too much hard for this approach.
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
My tablet device( iPad pro ) and some papers and internet obviously :) with these three things I’m able to design in everywhere.
Designing can sometimes be a really time consuming task, how do you manage your time?
By not going to bed early! I sleep around 3 o’clock and waking up around 9.
Who are some of your clients?
They are many of famous brands in our country, for example: GAJ, COWAY, Azim khodro, Golden berry, Amir chocolate, Shandiz restaurants and... .
What type of design work do you enjoy the most and why?
Furniture design, aam I think most of designers love transportation design but from first semester of my BA, I do find my interest in Furniture design.
What are your future plans? What is next for you?
My next step is to make DUMARA( my design studio) much bigger and having a branch in united states of America.
Do you work as a team, or do you develop your designs yourself?
Obviously I work with my team, in my opinion when you work with team, you could able to duplicate your ability.
How can people contact you?
My website, Behance profile, LinkedIn, instagram, Telegram and ...In everywhere on internet if you search “DUMARA” you will find me easily!:)
Any other things you would like to cover that have not been covered in these questions?
...yes, I would like to say thank you with this tribune to my Mom and Dad for their support in every step of my life, Love u both.

Extended Interview with Hamid Packseresht

Could you please tell us a bit about your design background and education?
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.
What motivates you to design in general, why did you become a designer?
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.
Did you choose to become a designer, or you were forced to become one?
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.
What do you design, what type of designs do you wish to design more of?
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.
What should young designers do to become a design legend like you?
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.
What distinguishes between a good designer and a great designer?
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.
What makes a good design a really good design, how do you evaluate good design?
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.
What is the value of good design? Why should everyone invest in good design?
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.
What would you design and who would you design for if you had the time?
I would rather go for furniture, and I would design for Zaha Hadid Design Studio.
What is the dream project you haven’t yet had time to realize?
A set of furniture inspired by ancient Persian musical instruments.
What is your secret recipe of success in design, what is your secret ingredient?
The inspiration sources for my homeland like Iranian history, and architecture.
What are your favorite designs by other designers, why do you like them?
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.
If you hadn’t become a designer, what would you have done?
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.
Who helped you to reach these heights, who was your biggest supporter?
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 :)
What were the obstacles you faced before becoming a design master?
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.
How do you think designers should present their work?
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.
What’s your next design project, what should we expect from you in future?
Completing the set of furniture, which "Mulian" is a part of it.
What’s your ultimate goal as a designer?
To have a worldwide design studio and work with clients around the world.
Which design projects gave you the most satisfaction, why?
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.
When you have a new design project, where do you start?
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.
What is your life motto as a designer?
It's hard to be perfect but it's really motivating to try to be perfect.
What is the role of technology when you design?
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.
What kind of design software and equipment do you use in your work?
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."
What is the role of the color, materials and ambient in design?
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.
Who is your ideal design partner? Do you believe in co-design?
"Reza Salianeh" ... I do believe he is a genius and the world should know him more.
Which people you interacted had the most influence on your design?
"Reza Salianeh". He always updated in any terms and trends of design.
Irrelative of time and space, who you would want to meet, talk and discuss with?
Phillip Seymour Hoffman. I always dreamed that one day I could see him, but unfortunately world lost him.
How do you feel about all the awards and recognition you had, is it hard to be famous?
yesss It is, In fact, I'm in the start of my way :) but till here it was so hard and amazing.
What is your favorite color, place, food, season, thing and brand?
Persian Green, Tehran, Lasania, Winter,...And... crazily I love Mcdonald's :)))...And Ralph Lauren.
Please tell us a little memoir, a funny thing you had experienced as a designer?
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.
What makes your day great as a designer, how do you motivate yourself?
New Project or new finalized project which is ready to be shown to the public and our socials.
What do you think about future; what do you see will happen in thousand years from now?
Artists will never die and technology cannot compete against artists and their sense of beauty.
Please tell us anything you wish your fans to know about you, your design and anything else?
Follow me on Dumara.ir instagram.com/dumara.ir bunch of thanks.

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