Soroush Doustvandi

Soroush Doustvandi is an internationally awarded interdisciplinary designer and consultant, and the Founder & CEO of TheSoroush, where he collaborates with manufacturers and international brands to develop production-ready, competitive products through design-led strategy. His practice focuses on lighting and technical product design, integrating industrial design, brand thinking, and manufacturing realities.

He specializes in translating brand, technical, and market requirements into cohesive lighting product families that balance aesthetics, performance, cost efficiency, and manufacturability. His work supports companies in developing new luminaires, refining existing portfolios, and defining clear product roadmaps aligned with real-world engineering and mass-production constraints.

Through his Product–Brand Design & Consulting approach, Soroush unifies industrial design, brand architecture, and human-centered strategy into a single discipline, enabling products to communicate value with reduced reliance on marketing push. His work has been recognized by leading international awards including Design MasterPrize (Best of Best), IDA Awards (Gold & Silver), LIT Awards, SIT Awards, and A’ Design Award.