Meet our Head of Design - Farvash Razavi

You started as Head of Design for Rolling Optics in June 2010, tell us a bit about yourself and your background?

I just finished my Master’s Degree in Experience Design from Konstfack. The last year I’ve been working on my final exhibition called "The Scale of Existence", an exhibition about combining science and design, to create strong experiences around transformation and metamorphosis.

Why Rolling Optics?

There are several reasons. First of all, I love the material so much that I become completely blinded every time I look at it! For me, Rolling Optics material has totally different values than other optical materials. Perhaps because I feel that the material to some extent has it’s own life, a life that I’m able to affect in different ways.

I feel the same way in each new design project for a customer. To be able to give their brand a reflection in 3D, it is a fantastic process and every new project can also be seen as an experiment – we don’t yet know the limits of our materials, we keep pushing the boundaries depending upon what our customers want to achieve.

Apart from that, I think it’s exiting to be a part of building a new business, it’s important for me that all rules are not yet written.  Rolling Optics is also a very exciting company because it consists of parallel worlds. On the one hand we have the technical part, dealing with research & development, and on the other hand, the part dealing with building a major new brand. You could call it cross-fertilization between a research company and a production company, and soon, hopefully also a design agency!

You have worked with a lot of different active materials, in what ways do you think Rolling Optics 3D material distinguishes?

Rolling Optics material is a class of it’s own. When you look at it seems to be moving. We have succeeded in creating en exceptional visual effect, a kind of optical illusion, that I’ve never seen anywhere else.

Also, the indefinite possibilities of the materials. You can build in different levels of security; you can work with the package and the label, or even the in store materials for a complete brand experience.

In what ways does your design skills contribute to Rolling Optics costumers and partners?

As a designer for Rolling Optics, I can offer costumers and partners new unique possibilities. I want to be able to create groundbreaking solutions in the packaging industry, and by working with Rolling Optics material I’m able to actually do it.

Join a visual revolution

It’s not very often that a new medium comes along. Take the chance and make your mark.

Right now, we’re inviting leading designers, artists and art directors to create effects that nobody has ever seen before on the printed page. Rolling Optics gives you the freedom to work with different colours, sizes, effects and levels. And all with a startling depth and clarity. 

Open your mind, push the boundaries and explore the third dimension. [Contact us today.](http://www.rollingoptics.com/contact)

“Working in 3D on different levels, you can open up hidden spaces, create movement, discover feelings, hear dialogues and tell stories.”

– Daniel Wetter, Artist, Stockholm