About

Soheila Mahmoodi is a designer and artist based in Italy and Iran. Her design philosophy is to break away from fixed norms and conventions and to stimulate thinking and feeling in design.

Her desire is to connect with the soul and evoke emotional reactions from users.

She imbues her work with organic forms, a combination of what nature offers and what our ancestors used to communicate. She goes beyond mere functionality and explores the connection between physical spaces and human experiences in design.

After completing her bachelor’s degree in theater stage design in Tehran, she realized how design elements, including texture, color, arrangement, and light, affect the sensory experience of the audience. Therefore, she sought ways to transfer these experiences to people’s everyday environments. She achieved this by completing a master’s course in interior design in Italy.

Participating in interior design projects and competitions marked the beginning of her career in the design field. Her desire to connect with the emotions of the audience led to the formation of “ArcoBlu” Company, specializing in interior design and products.