For me, being Christian Armenian, born into the Islamic culture in Iran and then, at the age of 13, being sent to England and embracing the English culture and becoming part of so-called swinging London and the era of euphoria and celebration that the '60s represented is very critical. It was a moment when, for the first time, the business of internationalism was being effectively represented-in music, art, cinema, design. Before that, everything was directed toward the old industry, the old school, the old format, and there was no room for varieties to evolve.