Iddris Sandu argues that the term “architect” is not a noun but a verb, “the process of turning a figment of imagination into an actual product”. He approaches design as the “total configuration of any product” including both the hardware and software. Sandu discusses ten principles that guide his work: Aesthetics, Experience, Emotion, Sustainability, Diversity, Interaction, Biomimicry, Aspirational necessitation, Spatials, Digital alchemy.

Sandu discusses his own design work, including
•A prototype parking sign and parking meter interface
•Augmented Reality products for Marathon Clothing
•A retail store of the future concept for Off-White
•Several immersive 3D designs for Yeezy, including a virtual MPC touch player interface