Startups need Future City’s partnership to access ideas that thrive

They have either implemented new technologies or interpreted new behaviors in new markets. They possess great energy and inspiration. What they need are the skills of experienced designers and the reliability of well-developed design methodologies. For these entrepreneurs, Future City acts as a growth partner. We develop interconnected relationships that allow us to guide strategy, design, and/or technology at several scales and over their development path.

Established corporations need growth through innovative processes

They are ready to enhance their product/service experiences; to give them a contemporary life; to update an existing product/service in response to new market shifts or opportunities. With these established organizations, we serve as design innovation consultants. Using various research-based design approaches, our team refresh their processes and make them grow through faster and smoother directions.                                                               


Future City was co-founded by Hamidreza Mousavi and Mahan Mehrvarz; when in 2016, they decided to establish an innovation laboratory. Hamidreza, whose expertise is problem seeking and solving was looking for a transformation from a consulting management firm to a development management organization. Likewise, Mahan, with his research backgrounds on innovation and design, was looking for incorporating systematic innovation processes and problem oriented design among design problems.

Our innovation lab is developed around design thinking and system architecture. Collaborating with various innovative teams and official and unofficial startups, we do a variety of innovative actions such as problem seeking, problem solving, planning, facilitating, accelerating etc.


First Year

On the first year of our activity, we developed our initial platform model. In this model, Iran innovation ecosystem is pictured as a network. Our innovation laboratory as a node of this network beside its own activities, tries to facilitate and support the development of the whole network. The structure of the laboratory consists of a think-tank (including Hamidreza and Mahan) and an executive team consists of professionals in fields like design, strategy and innovation.


Second Year

Earlier in the second year of laboratory development, Mahan, along with Hamidreza, who was also a member of the board of  Nesha consulting engineers, proposed to unite the future development path of Nesha and foundation path of the innovation lab to Shadi Azizi and Ali Naghavi Namini ( the other two members of the board) considering the mutuality of their visions. So that “The Future City Innovation Laboratory” abbreviated to “Future City”, be officially established and branded.


Not every experiment ending in failure is a failed experiment…

-From the book “Creative Confidence”

The Moire effect is a type of visual error caused by the overlap of two small-structure networks, occurring in both the physical and digital worlds. Since experimentation and the nature of “error” is perceived valuable and constructive in the corporate culture of Future City, this visual effect is considered an important element in the visual identity of the Future City Innovation Labratory. The Moire design is used both in the original logo and in various organizational visual patterns.

The logo of Future City, which is a key part of its visual identity. Geometrically, it is an elliptical surface (like a fingerprint) that is folded to be perceived as an abstract human face. The main reason for using the human face as a logo is to emphasize the fact that the essence, activities and values of the innovation lab is human-centered. It points out in a way, that the human mind is the place of imagination, innovation and creation.


Maya’s Mom / Lord of Research / Think Tank Inhabitant
Shadi Azizi

Co-Founder & Member of Think Tank

Skilled Sketcher / Loud Laugher / Organized Freak
Ali Naghavi

Co-Founder & Member of Think Tank

Hamidreza Mousavi

Co-founder & Strategy Manager

Nastaran Tahbaz

Design Director

A True Cat Lady / Frank and Straightforward / Natural-born Planner
Paria Kia

Business Development Consultant

Sara Malek

Visual Designer

Immersed-in-a-task Specialist/Weird Personal Network/Fan of Programming
Niloufar Samimi

Creative Technologist

Dreaming Specialist / Mountaineering Lover / First Class Storyteller
Pouyan Bizeh

Storyteller & Futurist

Multiple Artisans in One Body / Calm and Patient / Savior of Environment
Niloofar Ghobadi

Design-Built Consultant

Most even-tempered Member/Impossible to Get Mad/Front-End Master
Soheil Doryab

IT Consultant

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Previous Collaborators

Mahan Mehrvarz | Bardia Halat | Nikta Asgari | AMirhossein Talebian | Payam Khoshtinat | Saeed Khangheshlahgi | Sina Zibakerdar | Sepehr Salehi | Kasra Ghavidel | Atousa Adel