11th. Floor Design Studio

Why does Kashan feel so balanced?

The answer lies in its environment. Living on the edge of the desert, Persian people learned to adapt to extreme conditions while creating spaces that felt comfortable, functional, and beautiful.

What began as a necessity became a way of life, one that continues to inspire design, culture, and creativity today.

Beyond decoration, Iranian art reveals a world where geometry, calligraphy, and visual storytelling carry deeper meaning. Explore the hidden connection between design and expression in Persian artistic traditions.

Sometimes the most intelligent design systems were never created by humans, only observed.

Badab-e Surt in Iran naturally follows principles designers use every day: rhythm, balance, contrast, flow, and harmony. Nature has been building visual systems long before we gave them names.

Today we’re looking at the legacy of Morteza Momayez, a pioneering figure in modern Iranian graphic design.

Through posters, typography, logos, and book covers, his work blended international modernism with a strong Iranian cultural identity, helping shape the visual culture of contemporary Iran. He also played a major role in establishing graphic design as an academic discipline in the country, influencing generations of designers after him.

How much can one designer influence a culture?

Persepolis reminds us that visual communication existed long before modern design. Through composition, repetition, spacing, and structure, stories were told without words, proving that design has always been about guiding meaning through visuals.

As a graphic designer, what stands out most is how the layout naturally directs the eye from one scene to another. The balance between detail and empty space creates hierarchy and clarity in a way that still connects to modern design principles today.

You know those places that just feel quieter?
Like they’ve always existed exactly as they are.

Eram Garden in Shiraz feels like that to me, where the lines, the balance, the light… everything works together without trying too hard.

It reminds me that design isn’t just about what you see, but how a space makes you slow down and feel something.

400 years of history, held in one open space.
Naqsh-e Jahan Square reveals how architecture shapes movement, emotion, and human experience, where every خطوة flows naturally through space.
More than design, its culture, rhythm, and the quiet presence of time in Isfahan.

What city inspires you?

There’s something powerful about the places that stay with us, not just visually, but emotionally. The ones that shape how we see the world, how we create, how we think.

For me, Bushehr is one of those places.

It’s more than architecture or color. It’s memory, culture, and atmosphere all woven together. Growing up around spaces like this, you don’t always realize it, but they quietly teach you how to see. How to notice light, texture, rhythm. How beauty can exist without being forced.

That’s where a lot of my inspiration comes from.

Not from starting with a blank canvas, but from observing what already exists. From translating real environments, real emotions, and real culture into design.

Places like Bushehr remind me that design isn’t separate from life. It’s already here, in cities, in nature, in everyday moments. We just learn how to reinterpret it.

And in many ways, my own culture gives me that foundation. It gives me something real to build from, something that grounds my work and pushes me to create with more intention.